Brand USA’s 10th U.K. & Ireland Destination Immersion Showcases U.S. Tourism Diversity and Boosts Travel Trade Engagement

Brand USA, the official destination marketing organization for the United States, recently concluded its landmark 10th U.K. & Ireland Destination Immersion Program with a culminating event in Philadelphia, Pennsylvania on May 19, 2025. This signature trade engagement initiative serves as an essential educational platform for top-tier travel agents from the U.K. and Ireland, enhancing their expertise in promoting the United States as a premier international travel destination.

Partnering with leading airlines Aer Lingus, American Airlines, and British Airways, Brand USA’s immersive program reinforces the vital role of inbound tourism in stimulating economic growth and supporting employment across diverse American communities. The program’s efforts align with the U.S. Department of Commerce’s National Travel and Tourism Office (NTTO) strategy to boost U.S. tourism competitiveness globally and attract high-value travelers.

Destinations visited included iconic and emerging travel hubs such as Nashville, Tennessee; Savannah, Georgia; Washington, D.C.; and, culminating in Philadelphia. These immersive experiences provided travel professionals with the insights, stories, and practical knowledge needed to craft compelling itineraries that encourage longer stays, deeper cultural engagement, and increased visitor spending in communities across the United States.

Brand USA’s program supports the U.S. tourism sector’s move towards authentic, community-based travel, a priority underscored by the U.S. Travel Association and the Department of Commerce’s tourism initiatives focused on sustainable and equitable tourism growth. By allowing agents to experience local cultures, cuisines, heritage sites, and natural attractions firsthand, the program fosters a deeper understanding of the diversity within U.S. destinations.

The U.K. remains the largest overseas source market for U.S. inbound travel, with National Travel and Tourism Office (NTTO) data reporting over 4 million arrivals in 2024—a 4% increase from 2023, nearing pre-pandemic levels. This consistent growth is facilitated by enhanced flight connectivity, with over 1,040 weekly flights linking London Heathrow, Manchester, and Edinburgh to 30+ U.S. destinations in 2025.

The Irish market has shown even more robust growth, with a reported 8.6% increase in arrivals in 2024 compared to the previous year, and a 34% increase year-to-date, demonstrating Ireland’s growing significance in U.S. tourism strategies.

These figures reflect the combined efforts of Brand USA, U.S. Customs and Border Protection’s Travel Promotion Program, and airline partners to strengthen transatlantic travel networks, simplify visa processes, and promote the U.S. as a diverse, welcoming destination.

The 10th edition featured six tailored itineraries designed to showcase America’s regional diversity, ranging from vibrant cities and cultural hubs to natural landscapes and historic landmarks. These include:

Mid-Atlantic Memories: Mountains and Monuments

Highlighting a blend of urban and natural heritage, this itinerary introduces agents to monuments, historic sites, and Appalachian beauty supported by tourism efforts from the National Park Service and state tourism boards.

Southwest Adventure: Musical Roots and Cowboy Culture

Offering a dive into vibrant music scenes, Western heritage, and indigenous culture, supported by Texas and Oklahoma tourism commissions, this itinerary underscores cultural authenticity and outdoor adventure.

New York Wonders: Cityscapes and Countrysides

Combining urban icons with scenic countryside, this route promotes New York State’s diverse offerings—from world-class museums to natural wonders—underpinned by the I Love NY campaign and state tourism resources.

Navigating New England: Cultural Landmarks and Coastal Gems

Showcasing historic architecture, maritime heritage, and coastal beauty, supported by New England’s regional tourism consortiums and heritage organizations.

Spirit of the South: Country Roads and City Rhythms

Emphasizing music, bourbon culture, and southern hospitality, reflecting tourism initiatives by the Kentucky Department of Tourism and Tennessee’s Office of Tourism Development.

Lowcountry Charm: Heritage and Harbours

Featuring coastal experiences, Gullah culture, and urban sophistication, promoted through collaborative efforts of Carolina and Georgia tourism agencies.

Brand USA’s trade programs like the Destination Immersion contribute directly to expanding the international traveler base, enhancing the quality and length of U.S. visits, and increasing tourism spending. According to the U.S. Travel Association, inbound travel generated $250 billion in economic output and supported over 2.5 million jobs nationwide in 2024.

Looking forward, Brand USA’s continued partnership with airlines and travel trade professionals aims to sustain inbound growth by promoting lesser-known destinations, encouraging multi-state itineraries, and leveraging digital marketing platforms.

Brand USA’s 10th U.K. & Ireland Destination Immersion program underscores the organization’s commitment to authentic, community-driven tourism promotion. By educating and inspiring travel agents with firsthand experiences, the program enhances their ability to craft rich, diverse U.S. travel experiences that benefit communities nationwide.

With strong backing from government agencies like the National Travel and Tourism Office, the U.S. Travel Association, and local tourism authorities, Brand USA’s initiatives will continue to position the United States as a welcoming, dynamic, and multifaceted destination for British and Irish travelers—and the global market.

Source and image: Brand USA