The Great USA Road Trip Europe Launches Ahead of Route 66 Centennial to Boost American Tourism Among European Travelers

Published on March 30, 2025

Brand USA, the official destination marketing organization for the United States, has launched its first-ever roadshow in Europe—The Great USA Road Trip Europe. Designed to spotlight the iconic American road trip experience, this initiative also pays tribute to the upcoming 100th anniversary of Route 66 in 2026. The campaign will span several European cities, aiming to forge stronger connections with tourism professionals and travel agencies across the continent. Spearheading the event is United Airlines, serving as the global airline sponsor.

Madrid Kicks Off the European Road Trip Tour

The European roadshow began in Madrid, where Espacio Jorge Juan played host to over 150 tourism industry insiders, journalists, tour operators, and travel advisors. The event offered insights into U.S. travel opportunities and highlighted how to package the American road trip experience for European travelers. Following Madrid, the roadshow is scheduled to visit Italy, Switzerland, Germany, the Netherlands, France, Ireland, and the UK between March 24 and April 3, 2025.

“This Roadshow not only celebrates the spirit of the great American road trip but also strengthens connections between our destinations and European travelers seeking unique experiences in the United States,” said Chris Heywood, Senior Vice President, Public Relations and Chief Communications Officer at Brand USA. “I invite visitors from Europe to discover the beauty of the USA, as we reinforce its positioning as a diverse and accessible destination, highlighting the authenticity of its experiences—from iconic road trips to dynamic cities and stunning natural landscapes.”

“United Airlines is excited to partner with Brand USA in launching The Great USA Road Trip Europe campaign, showcasing some of the most famous routes and scenic roadways across the U.S.,” said Thorsten Lettnin, Director Sales, Continental Europe, Middle East, Africa, Israel and India at United Airlines. “United offers customers more nonstop flights from Europe to the United States than any other airline. Once in the U.S., customers can connect to more than 200 destinations on United’s network through its hubs in Chicago, Denver, Houston, Los Angeles, New York/Newark, San Francisco and Washington, D.C., providing travellers with the opportunity to see and experience more of America.”

Collaboration with Top U.S. Tourism Partners

This ambitious campaign is made possible through partnerships with prominent tourism entities, including United Airlines, Choose Chicago, Cruise America, Discover Flagstaff, Fredericksburg Texas CVB, Grapevine Texas, Illinois Office of Tourism, Miami CVB, New Mexico Tourism Department, Santa Monica Travel & Tourism, Travel Texas, Tulsa Regional Tourism, Visit Albuquerque, Visit California, Visit Oklahoma City, Visit Pasadena, Visit Salt Lake, and Visit Springfield, MO.

“The ‘Great USA Road Trip’ Roadshow is a unique opportunity to connect with our European partners and highlight the diversity of road trips across the U.S.,” said Malcolm Smith, Senior Vice President, Global Markets & Chief Trade and Product Development Officer at Brand USA. “We are delighted to kick off this journey in Madrid, a key market for us, and to strengthen ties between the European travel industry and U.S. destinations.”

Together, they present the limitless possibilities for road travel in the U.S.—from cruising down the legendary Route 66 to exploring scenic byways that wind through majestic national parks and bustling metropolises.

Spain’s Growing Influence in U.S. Tourism

Spain stands out as a key source market for American tourism. In 2024, nearly 900,000 Spanish travelers visited the United States—an 8.66% rise from 2023 and approaching pre-pandemic travel levels. Brand USA projects continued growth in 2025, with the goal of surpassing the one million visitor mark. Direct flight connectivity from Madrid and Barcelona now includes over 250 weekly flights to major U.S. cities like New York, Los Angeles, Chicago, Miami, Dallas, San Francisco, Washington, D.C., Charlotte, Boston, San Juan, and Atlanta, enabling Spanish tourists to easily access the full spectrum of American travel experiences.

Route 66 Gears Up for Its Centennial Celebration

Known as the “Mother Road,” Route 66 is preparing to mark its centennial in 2026. This legendary highway stretches nearly 4,000 kilometers from Chicago to Santa Monica, threading through eight states and offering a nostalgic dive into America’s cultural landscape. From neon-lit motels to retro diners and historic gas stations, Route 66 captures the spirit of the classic American road trip.

Through this roadshow, Brand USA hopes to inspire European travel professionals and their clients to rediscover the magic of Route 66 and other iconic U.S. road routes. With dramatic landscapes like the deserts of New Mexico, the coastal highways of California, and the plains of Texas, the American road trip experience remains unmatched. The centennial will feature an array of special events throughout 2025 and 2026, inviting travelers to be part of this historic milestone.

What’s New in the U.S. for Travelers in 2025

Looking beyond the road trip theme, the United States is set to unveil several new attractions in 2025. Universal Orlando’s Epic Universe will open on May 22, adding five immersive worlds including Super Nintendo World, Dark Universe, and an expanded Wizarding World of Harry Potter, effectively doubling the size of the resort.

Disneyland will commemorate its 70th anniversary with retro-themed events, the return of the popular Paint the Night parade, and a new animatronic tribute to Walt Disney himself.

Washington, D.C. will host WorldPride 2025 from May 17 to June 8, celebrating 50 years of Pride with city-wide parades, cultural programming, and vibrant street festivals. Visitors flying into Ronald Reagan Washington National Airport can also relax in the brand-new Capital One Landing lounge, developed by famed chef José Andrés.

U.S. Takes the Global Sports Stage

America will also be in the spotlight for international sports in the coming years. The FIFA Club World Cup 2025 will bring together 32 elite soccer teams to compete in 63 matches across U.S. venues from June 15 to July 13—serving as a major lead-up to the 2026 FIFA World Cup, which will be hosted jointly by the U.S., Canada, and Mexico across 16 cities.

Baseball fans can look forward to the 2026 World Baseball Classic, which will spotlight top global teams and reinforce the United States’ position as a hub for international sports events.

Commemorating American History Ahead of America 250

In 2025, the United States will begin commemorations tied to America 250, the nationwide celebration of the 250th anniversary of the signing of the Declaration of Independence in 1776. While the official celebration will occur in 2026, various cities are already preparing historical programs to mark early moments of the American Revolution.

In Boston, Massachusetts, reenactments and special events will honor the Battles of Lexington and Concord (April 19, 1775) and the Battle of Bunker Hill (June 17, 1775), featuring interactive experiences at Minute Man National Historical Park and Boston National Historical Park. In Philadelphia, Pennsylvania, Independence National Historical Park will host events focused on George Washington’s appointment as Commander-in-Chief and the signing of key revolutionary documents. Visitors can also explore historic sites like the Liberty Bell, the Museum of the American Revolution, and the National Constitution Center.

Upcoming Stops on the European Tour

Following its Madrid debut, The Great USA Road Trip will make stops in Milan on April 25, then head to Zurich, Frankfurt, Dublin, London, Amsterdam, and Paris. The roadshow continues to be a valuable platform for introducing European tourism professionals to the diversity of travel options across the United States, while also celebrating the enduring charm of the great American road trip.