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ITTN’s Shane Cullen is at Brand USA’s seventh and largest-ever Brand USA Travel Week UK & Europe. There are ~900 attendees at the London-based Brand USA Travel Week, which has become a cornerstone of Brand USA’s international trade and media engagement strategy. “The success of Brand USA Travel Week U.K. and Europe has set a strong foundation for global expansion. We’re excited to bring this high-impact platform to new regions and strengthen relationships with travel trade and media partners worldwide,” said Fred Dixon. Year-to-date (YTD) through July, travel and tourism exports totalled $147 billion, up 2% year-on-year (YOY). The campaign is strategically timed to build on that momentum and accelerate growth ahead of 2026, a milestone year marked by the FIFA World Cup, America’s 250th anniversary, and the Route 66 centennial. “The United States remains the top international destination for long-haul leisure travel in the world, reflecting the enduring appeal of our varied and unique destinations and experiences,” said Fred Dixon, president and CEO of Brand USA. “With America the Beautiful, we’re delivering a fresh invitation to explore the USA in new and exciting ways. As we look ahead to 2026 and the decade of mega events on the horizon, we remain laser-focused on maximising international tourism opportunities to drive economic impact and job growth while inviting the world to celebrate 250 years of America the Beautiful.” This year’s event, presented by Atlantic Joint Business partner airlines (British Airways, American Airlines, Finnair, Aer Lingus, and Iberia), welcomes 300 U.S. suppliers, 230 buyers, and 85 media for four days of curated business appointments, leadership discussions, and educational sessions. Global & European Headwinds European consumer confidence remains weak. However, a resilient European labour market and high savings rate underpin an ability to spend on travel. Global GDP growth remained at 2.9% (real terms) in 2023 and 2024 but is forecast to marginally contract in 2025 & 2026 (to 2.8% & 2.6%, respectively)*. Consumer spending is expected to bottom out in the US in late 2025 while it gradually picks up in Europe. The growth outlook is more of a moving target this year. Brand USA have revised full-year projects more frequently than usual, driven by the level of uncertainty. The announcement of US tariffs and the consequential impact on consumer sentiment have downgraded the travel outlook in all markets, with some bounce back where tariffs were subsequently paused or scrapped. Geopolitical risk and airspace closures in the Middle East were both factors in the further downgrade of the travel outlook in that region, according to Brand USA. In addition, softer Chinese travel trends have also become apparent. Although, Brand USA expects continued recovery in Asia and strong Middle East growth in 2026. Europe remains the largest overseas region Europe remains the largest overseas region. Despite the year-on-year declines, Europe accounts for 41% of overseas visitation to the United States, maintaining its dominant share of the market (year-on-year change of just -1.6%). Asia is at 27%, South America at 15% and the remaining regions in single digits. Ireland is 7th in Terms of the Top 10 European Countries for Travel to the USA Ireland ranks 7th in terms of Top 10 European Countries with YTD 2025 arrivals at 314,406 (a very modest 0.3% decline). This is behind the UK, Germany, France, Italy, Spain and the Netherlands, which hold the top 6 spots. Overall, Ireland ranks 16th in global overseas ranking despite our very modest population. Interestingly, some markets have seen growth from last year (UK, Italy and Spain), with Germany, France and the Netherlands seeing a decline on a YOY basis. Barriers to Visiting the USA The cost of travel and the political climate in the USA remain the top deterrents, each cited by 25% of respondents surveyed (asked for their reasons for not travelling to the USA in the next 12 months). Among European markets, concerns around cost, political climate and personal safety index higher than average, particularly in Germany and France. Ireland, the UK and Germany travel the Most Frequently Ireland and the UK are both highlighted for having the most frequent travellers, with nearly 30% taking 5+ leisure trips in the past 2 years, more than double the share in Spain and Italy. Ireland tops the leaderboard with 28% having taken 5+ international leisure trips in the past 2 years, followed by the UK (27%), Germany (24%), the Netherlands (22%), France (16%), Spain (14%) and Italy (13%). Interestingly, Europeans drive more complex itineraries with 1 in 5 planning to visit 4 or more US cities, the highest among world regions. Europeans also place greater emphasis on culture, learning and iconic landmarks, while being less driven by beaches or shopping. From an Irish perspective, with so many routes to destinations across the US, travellers need to venture further afield and experience more of the USA. Much has changed, much has not The political climate and shift in economic policies have rippled through our own and our neighbours’ markets and consume much of the news headlines. Much has changed, much has not. On the ground, over this summer, I journeyed Stateside to Nashville, Las Vegas, Utah, Seattle, Upstate New York and Boston. Not everywhere, but enough of a sample of the States. Some I had been to before, others were new to me. Across the USA, every town, city and hamlet I travelled, the sentiment remained unchanged. Locals were welcoming and friendly, passionate about their business, their community, their city and their state (and their sports). All were eager to share their stories and, as always, find a connection – easy when you are Irish, as a little nation we have spread far and wide. And while the headlines in the news allude to an undercurrent, America and the Americans I encountered very much remain the same whether in a Sign Museum in Vegas, horseback riding through Canyons in Utah’s National Parks, standing on Boston Commons or enjoying theatre in the Catskills – there is so much to see and do – travellers shouldn’t be discouraged from the countless adventures that await. At the end of every day people will want to travel, to escape, connect and experience the world. So much of America is still waiting with open arms to share their history, their multi-cultural roots, their cuisine, their music and lifestyle. And with an unquenchable wanderlust, I can’t wait for more. America the Beautiful America the Beautiful marks a new chapter in Brand USA’s global marketing approach. This organisation-wide platform brings every facet of the brand under a single, strategic vision. It is designed to reconnect travellers with what they truly love about the United States. It shifts focus from product to people, reminding the world that what sets the U.S. apart is not just the places to visit, but the people to meet, and the stories, culture, and unique experiences shared along the way. “America the Beautiful tells the story of America bigger, bolder, and more beautifully than ever before—balancing the power of place with the depth of human connection,” said Leah Chandler, chief marketing officer of Brand USA. “Every element, from powerful creative storytelling to AI-powered planning tools, is designed to inspire travellers to see America in new ways and to turn that inspiration into action. We’re not asking people to simply visit America; we’re inviting them to feel it, taste it, and carry home experiences that become core memories.” Complementing the creative rollout is AmericaTheBeautiful.com, a new AI-powered hub built with Mindtrip technology. The hub offers personalised recommendations, interactive maps, and itinerary-building tools, making planning easier than ever while helping travellers connect iconic gateways with regional destinations across the United States. These tools unify Brand USA’s partnership marketing programs, travel trade initiatives, and earned media efforts across the organisation’s key international markets, maximising the reach and impact of America the Beautiful. In addition to next year’s historic milestones, travellers will find new attractions, unique hotel openings, and destination experiences launching across the country. Coinciding with Brand USA Travel Week U.K. & Europe, the organisation is publishing its newest “What’s New in the USA” update, found here. Beginning in April 2026, Aer Lingus introduces flights from Dublin to Raleigh-Durham and British Airways will launch service from London to St. Louis. In the Pacific Northwest, both Alaska Airlines and Delta Air Lines are adding new nonstop service from Rome to Seattle beginning in May. United Airlines will also expand service to Newark with new flights from Bari, Glasgow, and Santiago de Compostela, each beginning in May. These developments offer even more reasons for international visitors to explore the United States—now, in 2026, and beyond. To learn more about Brand USA, visit TheBrandUSA.com. To get started planning a trip to the USA, visit AmericaTheBeautiful.com. *Source: Oxford Economics, Brand USA Week Europe & UK, 2025
