Brand USA Travel Week 2026 Ignites U.S. Tourism Growth As Amsterdam Hosts Global Travel Leaders

Brand USA has launched Brand USA Travel Week U.K. & Europe 2026. This event is a critical element of Brand USA’s international marketing strategy and will be held in Amsterdam from September 22 to October 1, 2026. This U.S. international marketing strategy event focuses on attracting international travel and tourism industry buyers and media representatives to learn more about travel opportunities throughout the U.S.

The event marks another major milestone for Brand USA’s international outreach programme, following the introduction of its America the Beautiful platform during the 2025 edition of Travel Week in London. The initiative has since developed into a wider destination marketing ecosystem focused on showcasing the diversity of experiences available across the United States while supporting travel businesses and destinations nationwide.

Brand USA Travel Week Strengthens Global Travel Connections Through Amsterdam Event

Since its launch in 2019, Brand USA Travel Week U.K. & Europe has become an important platform for connecting American travel suppliers with international tourism professionals. Over the years, the event has created thousands of business opportunities between U.S. destinations, travel companies, airlines, tourism organisations, buyers and media partners.

The 2026 edition continues this mission by offering dedicated programmes focused on travel trade engagement, media partnerships and leadership discussions. The agenda includes sessions covering market intelligence, traveller entry information, emerging technology, artificial intelligence and future trends shaping international tourism.

The Amsterdam gathering brings together more than 450 representatives from the U.S. travel sector and over 300 buyers and media professionals from across the United Kingdom and Europe. The programme is designed to help American tourism organisations present new products, highlight destination developments and understand changing traveller expectations in key international markets.

The event also includes participation from representatives connected with U.S. government agencies responsible for international travel and security cooperation, reflecting the importance of coordinated efforts to support safe and seamless visitor experiences.

Amsterdam’s role as host city highlights the strong tourism relationship between the Netherlands and the United States. The Netherlands remains an important European market for American destinations, supported by strong aviation connections, business relationships and cultural links between the two countries.

Brand USA Expands Travel Week Platform Across Key Global Markets

Brand USA is expanding the Travel Week concept beyond Europe as part of a broader international engagement strategy. Earlier in 2026, the organisation introduced Travel Week programmes in India and South America, while Canada will host its first edition from October 26 to 29, 2026.

The global series will continue in 2027 with a return to Chennai, India, from January 17 to 21, followed by an expanded Travel Week Latin America programme in Panama from March 14 to 18.

Each event is adapted to the specific needs of its regional market while following the successful model established by Travel Week U.K. & Europe. The format combines scheduled business meetings, tourism insights, networking opportunities and direct engagement between U.S. suppliers and international travel professionals.

Brand USA has also confirmed that Travel Week U.K. & Europe will return to London in 2027. The event is scheduled to take place at Olympia London from October 18 to 21, 2027, continuing its role as a major annual meeting point for the transatlantic travel industry.

The 2026 Amsterdam edition is supported by a range of travel industry partners, including airlines, technology companies, tourism marketing specialists and travel platforms that contribute to strengthening global connections with U.S. destinations.

America The Beautiful Campaign Builds Stronger Global Interest In U.S. Travel

A major focus of Brand USA’s international marketing strategy remains the America the Beautiful platform, which has grown into a comprehensive destination storytelling initiative during its first year.

The platform combines consumer campaigns, travel information resources, trade engagement tools and digital experiences designed to inspire international visitors to explore destinations across the United States.

The initiative includes several storytelling projects highlighting different aspects of American travel. These include American Originals, which showcases unique cultural and regional experiences, and A Beautiful Detour, a Route 66-focused content programme celebrating the historic highway’s centennial.

The campaign also features traveller information resources through Get Facts. Get Going., helping international visitors access practical travel guidance before planning their trips. In addition, artificial intelligence-powered trip planning tools have been introduced through the America The Beautiful digital platform to help travellers discover personalised itineraries.

Early campaign measurement indicates strong engagement among international audiences.

Brand USA data shows:

• Campaign favourability has reached 84% across measured markets.
• In August 2026, 77% of audiences reported that the campaign positively influenced their interest in visiting the United States.
• Travellers exposed to the campaign showed significantly stronger travel intentions, with 60% indicating plans to visit the U.S. compared with 31% among those who had not viewed the campaign.
• Around seven out of ten people said the campaign encouraged them to explore more information about American attractions and experiences.

The campaign has also expanded its presence in the Netherlands for the first time to coincide with Travel Week. During the Amsterdam event, America The Beautiful creative content is being displayed across more than 400 digital outdoor advertising locations, including major visitor areas, transport zones and high-traffic commercial locations.

Brand USA Highlights New American Travel Experiences For 2027

Looking ahead, Brand USA is promoting new travel opportunities expected to attract international visitors to the United States in 2027.

One of the biggest growth areas is international air connectivity. New and expanded services are expected to introduce 21 additional nonstop routes between Europe and the United States during 2027.

The expansion will improve access between European markets and American destinations, with new connections planned from 27 European countries to 37 cities located across 27 U.S. states.

Improved connectivity is expected to support tourism growth by making it easier for international visitors to reach a wider range of American destinations beyond traditional gateway cities.

Brand USA is also highlighting several major themes for 2027 travel planning, including cultural celebrations, rail journeys, luxury experiences and milestone events across the country.

Rail Journeys, Celebrations And Cultural Experiences Drive Future U.S. Tourism Appeal

American rail travel is emerging as one of the featured tourism experiences for 2027, with Brand USA showcasing opportunities for visitors to explore the country through scenic train journeys.

The organisation is also promoting upcoming celebrations and seasonal experiences that offer international travellers new reasons to visit throughout the year. These include major anniversaries, cultural events, festivals and destination developments taking place across different regions of the United States.

Luxury tourism remains another important focus, with new accommodation concepts, premium experiences and high-end travel products being introduced across American destinations.

The strategy reflects a wider shift in international tourism, where travellers are increasingly seeking meaningful experiences, local connections and diverse regional discoveries rather than only visiting major cities.

Brand USA Positions United States For Next Phase Of International Tourism Growth

Through Travel Week U.K. & Europe 2026 and its expanding global programme, Brand USA is continuing efforts to strengthen the United States’ position in the international travel market.

The organisation’s approach combines trade partnerships, digital innovation, destination storytelling and market-specific engagement to connect global travellers with experiences across all regions of the country.

As international tourism continues to evolve, Brand USA’s focus on authentic storytelling, improved traveller resources and stronger industry collaboration is shaping a long-term strategy aimed at increasing global awareness and demand for American destinations.

The Amsterdam event represents another step in that strategy, bringing together the international travel community to develop new partnerships and showcase the future possibilities of travel to the United States.