Brand USA officially launches its Brand USA Travel Week U.K. and Europe 2024: This is what you need to know

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Brand USA, the destination marketing organization for the United States, has officially launched its highly anticipated Brand USA Travel Week U.K. & Europe 2024.

The event, hosted at London’s iconic County Hall, brings together industry leaders from both sides of the Atlantic to develop innovative strategies to promote travel to the U.S.

The weeklong event also includes the Brand USA Media Forum and CEO Summit, designed to foster collaboration and drive tourism.

Launched in 2019, Brand USA Travel Week has become the leading event connecting U.K. and European buyers with U.S. travel exhibitors.

The 2024 edition promises to be the largest yet, with a 26% year-over-year growth in exhibitor participation.

The event will welcome 183 buyers from the U.K. and Europe and 179 U.S. exhibitors, facilitating a record-breaking 5,443 pre-scheduled business meetings.

Fred Dixon, President and CEO of Brand USA, highlighted the importance of the U.K. and European markets, stating, “In 2025, nearly 17 million travelers a record from the region are projected to visit the United States.

Recent research shows the USA remains the top long-haul destination for European travelers over the next 12 months, and Travel Week is a unique opportunity to connect U.S. destinations with the travel agents and tour operators who make those trips happen.”

The event also marks Fred Dixon’s first time attending in his new role as Brand USA’s President and CEO, following his appointment earlier this year.

The CEO Summit, which has seen a 50% increase in participation year-over-year, brings together 72 U.S. industry leaders to discuss trends, challenges, and forecasts through a series of keynote addresses and business appointments.

Brand USA Travel Week also continues its Media Forum, which brings together 90 U.K. and European media representatives, facilitating over 1,300 one-on-one meetings to explore the latest travel trends and forward planning for 2025.

This year’s enrichment sessions feature a wide range of topics, including a discussion on the impact of podcasts with Hrishikesh Hirway, creator of Song Exploder; a panel on accessible travel with disability advocate Sophie Morgan; and a session on the influence of film tourism with Dunk Barnes from BBC’s Amazing Hotels: Life Beyond The Lobby.

The 2024 program is further enhanced by evening networking events hosted at prestigious locations such as the V&A Museum, London’s Sky Garden, and Two Temple Place, with entertainment from Broadway’s best at London’s West End theaters.

Brand USA Travel Week U.K. & Europe will return to London in 2025, with plans to expand to continental Europe in 2026.

Image: Brand USA