Global Perspective: December 2024

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Showcasing U.S. Product to U.K. & European Buyers at Travel Week 2024

Brand USA Travel Week U.K. & Europe 2024 returned to London October 21-24 with record-breaking success. With 917 attendees— a 14.6% increase YoY and 78% since launch in 2019—including exhibitors, buyers, and media, the event provided opportunities for collaboration, education, and inspiration.

 

Europe and the U.K. remain the top source markets for travelers to the U.S., with 2024 projected to close with 15 million European arrivals – up 1.6 million year-over-year.

 

Looking ahead, nearly 17 million European travelers are projected for 2025, marking a new record. “The U.K. and European markets are critical to driving travel to the U.S.,” said Brand USA president and CEO Fred Dixon. “According to recent Brand USA research, the USA remains the top long-haul destination on European travelers’ bucket lists for the next 12 months. And Travel Week provides a unique opportunity for U.S. destinations and attractions to share their story with tour operators and travel agents who will help book those trips.”

 

Event Highlights

  • One-to-one Appointments: One-to-one appointments are the foundation of Travel Week. These appointments provided an opportunity to forge new partnerships, develop strategies, and explore innovative ways to inspire travel to the USA. This year, Travel week played host to a record-breaking 6,861 trade and media appointments. 
  • Enrichment Series: The Enrichment Series brought thought leaders, innovators, and industry experts together to discuss the future of travel. Key sessions explored topics like storytelling, accessibility, and the transformative role of AI in tourism. These dynamic discussions offered attendees invaluable insights and actionable ideas to stay ahead in a competitive market. Check out several session recaps from the week here.
  • Networking Events: Networking events at this year’s Travel Week were held in some of London’s most iconic venues, including the Victoria & Albert Museum, Sky Garden, and Two Temple Place. These events are a key component of Travel Week, allowing attendees to get to know each other in a more relaxed setting. 

 

From one-on-one meetings to engaging enrichment sessions and memorable networking events, Brand USA Travel Week 2024 underscored the growing momentum for U.S. inbound tourism. 

 

Thank you to all of our attendees for making this event the most successful yet. We look forward to seeing you again in London next year!

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