Brand USA, the destination marketing organisation for the United States, has announced the successful conclusion of Brand USA Travel Week India
Held in Bengaluru January 19–22, the event brought the United States’ second-largest overseas source market into Brand USA’s global Travel Week franchise, elevating the organisation’s longstanding trade and media engagement in India under a unified platform.
“As a priority growth market and a key driver of visitation to the United States, bringing Brand USA Travel Week to India was a clear choice,” said Fred Dixon, President and CEO of Brand USA.
He added, “ India now ranks second globally for total visitor spending, with Indian travellers generating $24.4 billion in the United States in 2024 alone. This expanded platform is designed to support that scale and significance – bringing U.S. destinations together with in-market partners to strengthen collaboration, build the right travel products, and expand distribution as we work together to grow the market.”
India continues to play a significant and growing role in U.S. inbound travel. In 2024, Indian travellers accounted for 6 per cent of overseas arrivals to the United States, excluding Canada and Mexico – up from 4 per cent in 2019. Arrivals surpassed 2 million in 2025 for the second consecutive year, with visitation remaining approximately 40 per cent above pre-pandemic levels. Looking ahead, visitation from India is forecast to reach 2.3 million by 2028, reinforcing the market’s importance to future visitation, spending, and economic impact across U.S. destinations.
America the Beautiful Debuts in India
Brand USA Travel Week India also aligns with the organisation’s integrated marketing efforts, including the new America the Beautiful campaign. First debuted during Brand USA Travel Week U.K. & Europe, it is now live in India as one of nine priority global markets identified through data-driven analysis of travel intent and consumer sentiment. Across connected TV, digital, social, and out-of-home channels, America the Beautiful invites Indian travellers to discover the people, places, and stories that define the United States, with a strong emphasis on emotional connection and authentic experiences.
“As we expand our presence in India, America the Beautiful provides a powerful platform to inspire travel to the United States and convert intent into action,” said Leah Chandler, Chief Marketing Officer of Brand USA. “India’s travellers are increasingly seeking meaningful, multi-generational, and experience-led journeys, and this campaign speaks directly to those motivations.”
Global Ambassador Program Launching in March
Also introduced were future initiatives aimed at sustaining growth across key international markets, including a first look at the Global Ambassador program. Aligned with America’s 250th anniversary, the program will recruit 250 travel trade ambassadors worldwide, with engagement rolling out across priority markets ahead of applications opening on March 1, 2026.
“Brand USA is thrilled to introduce the Brand USA Ambassador Program in India, engaging passionate travel trade professionals as ambassadors of U.S. travel and culture,” said Malcolm Smith, Senior Vice President, Global Markets & Chief Trade and Product Development Officer at Brand USA. “The program brings industry leaders together to collaborate with Brand USA, inspiring and elevating travel experiences for Indian outbound travellers, and is part of a broader global commitment to engage up to 250 standout travel trade professionals worldwide in recognition of America’s 250th anniversary in 2026. Stay tuned for more details, and get ready to apply when the program officially opens on March 1.”
Brand USA Travel Week India brought together nearly 75 U.S. destination partners with leading travel trade, media, and senior decision-makers from across India. U.S. participants engaged with over 90 travel trade professionals and 30 travel and lifestyle journalists through dedicated Trade, Media, and C-Suite tracks, supported by targeted one-to-one meetings and educational programming.
What’s New in America the Beautiful
The event comes at a pivotal moment as the United States prepares for a landmark year in 2026, driven by the World Cup, America’s 250th anniversary, and the Route 66 centennial, alongside a strong pipeline of new attractions and destination developments nationwide.
From major museum debuts and waterfront revitalisation projects to new theme park experiences, expanded rail journeys, and milestone anniversaries, the event continues to spotlight what’s new across the country – underscored by the latest America the Beautiful release highlighting family-friendly experiences for multi-generational travellers.
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