Brand USA Builds Tomorrow’s Demand at Travel Week U.K. & Europe

The flagship trade and media event brings together nearly 800 attendees to the Netherlands, as Brand USA reports first-year results of its “America the Beautiful” platform

AMSTERDAM — Brand USA, the destination marketing organization for the United States, opened Brand USA Travel Week U.K. & Europe 2026, its flagship annual trade and media event. Held for the first time in Amsterdam and running through Thursday, Oct. 1, the eighth edition of Travel Week comes one year after Brand USA debuted its America the Beautiful platform at the 2025 event in London.

“Building tomorrow’s demand begins with the partnerships we strengthen today,” said Fred Dixon, president and CEO of Brand USA. “The U.K. and Europe remain critically important markets for the U.S., and our enduring transatlantic relationships strengthen travel to the United States. Through Brand USA Travel Week, we’re reinforcing those connections to grow international visitation and drive economic impact to destinations, businesses, and communities across the country.”

BRAND USA TRAVEL WEEK DRIVES GLOBAL IMPACT

Since its launch in 2019, Brand USA Travel Week U.K. & Europe has grown into a global event where thousands of business connections between U.S. partners and international trade and media take place. This year’s program, designed to continue fueling demand for the U.S. travel industry, features dedicated tracks for trade, media, and leadership engagement, with enrichment sessions on research and market insights, traveler entry information, and AI and innovation. Brand USA is joined on site by partners from the Departments of State and Homeland Security and Joseph Popolo, U.S. Ambassador to the Netherlands, who addressed delegates during Monday’s plenary session.

United States Ambassador to the Netherlands Joe Popolo addressed attendees of the Brand USA event, saying: “The Dutch are a great partner for trade, tourism, and national security for the United States.” The Ambassador emphasized the importance of Schiphol airport, driving extensive travel and tourism connections between the United States and the Netherlands. The Ambassador was honored to be part of the U.S. Travel Association CEO Roundtable when Brand USA was launched, and he remains a strong supporter of its growth and its role in supporting the United States’ position in the travel world.

Brand USA held its first Travel Weeks in India and South America earlier this year, and launches in Canada for the first time, Oct. 26 to 29, 2026. In 2027, the series will return to Chennai, India, Jan. 17 to 21, followed by an expanded Travel Week Latin America in Panama, March 14 to 18. Each event is built around the needs of the market and shares the model behind Travel Week U.K. & Europe, with high-value appointments, market insights, buyer and media engagement, and dedicated networking opportunities to strengthen relationships across the industry.

Brand USA also announced that Travel Week U.K. & Europe will return to London next year, at Olympia London, October 18 to 21, 2027.

Brand USA Travel Week U.K. & Europe 2026 is supported by the following sponsors and partners: Aer Lingus, American Airlines, British Airways, BKNG Ads, Expedia, Miles Partnership, MMGY Global, and Sojern.

Malcolm Smith, senior vice president, global markets & chief trade at Brand USA said, “Brand USA Travel Week continues to deliver more impact each year. Bringing together more than 450 U.S. delegates and over 300 buyers and media from across the U.K. and Europe to one centralized venue in Amsterdam creates opportunities to share new products, exchange market insights, and forge meaningful connections that influence international travel to the United States. We’re excited to expand the Travel Week platform with new events in Canada next month and Latin America in March, while returning to India in January and London next fall.”

A YEAR OF AMERICA THE BEAUTIFUL

The first year of tracking shows the platform is impactful. 

• Campaign favorability stands at 84% and holds across every market. 
• In August, 77% of audiences said the campaign positively influences their interest in visiting the United States, the highest level in the 10 months Brand USA has measured it. 
• Among travelers who have seen the creative, 60% say they intend to visit compared to 31% among those who have not.
• Seven in 10 people say the advertising makes them want to learn more about what to see and do in the U.S.

Leah Chandler, chief marketing officer at Brand USA, added, “America the Beautiful was built to inspire travelers with authentic stories from across the United States while giving our partners a unified platform to share them. A year in, it’s working. Travelers who have seen the campaign are twice as likely to say they plan to visit the United States, and American Originals has passed 197 million views with average view times above three minutes.”

The campaign is also running in the Netherlands for the first time, timed to Travel Week. America the Beautiful creative is live on over 400 digital out-of-home placements in high-traffic areas across Amsterdam through the course of the event, including screens near the Beurs van Berlage and in key retail, transit, and visitor corridors.

WHAT’S NEW IN THE USA IN 2027

Transatlantic air connectivity continues to expand in 2027 with 21 new nonstop routes from Europe to the United States. Multiple new nonstop route announcements and expanded service will increase access from 27 European countries to 37 cities in 27 different states across the United States.

Brand USA also unveiled new reasons to visit the United States in 2027 for international media and travel trade partners. Additional story inspiration is available here, including “What’s New in the USA,” “Holidays in the USA,” “Train Travel in the USA,” and an updated release on luxury offerings in the United States.

To learn more about Brand USA, visit the recently relaunched TheBrandUSA.com.

Note to the editor

About Brand USA
Brand USA is the nation’s destination marketing organization, dedicated to attracting legitimate international inbound travel to strengthen the U.S. economy, increase exports, create quality jobs, and promote community prosperity. By running data-driven campaigns and unifying messaging across industry and government, Brand USA positions the United States as a top global destination while providing current visa and entry information.

Over the past 13 years Brand USA has driven 11.3 million additional international visitors who spent $38.1 billion in the United States, leading to $82.9 billion in total economic impact and sustaining an average of more than 40,000 jobs each year. These efforts have generated nearly $11 billion in attributable tax receipts at the federal, state, and local levels.