Brand USA – the destination marketing organization for the US, held Brand USA Travel Week UK & Europe at London’s iconic County Hall. The event, along with Brand USA Media Forum and CEO Summit, brought together industry leaders to collaborate on innovative strategies to promote travel to the United States. ITTN’s Shane Cullen attended the Media Forum and CEO Summit last week.

Travel Week has grown to its largest exhibition to date with this year seeing 794 attendees across the week and a 26% growth YOY for the number of exhibitors. Travel Week 2024 welcomed 183 U.K. and European buyers with 179+ US exhibitor organizations and a record-breaking 5,443 meetings. 

Nearly 17m from the UK & Europe Projected to Visit the US

“The UK and European markets are critical to driving travel to the U.S. In 2025, nearly 17 million travellers—a record from the region—are projected to visit the United States,” said Fred Dixon, Brand USA president and CEO. “According to recent Brand USA research, the USA remains the top long-haul destination on European travellers’ bucket lists for the next 12 months. And Travel Week provides a unique opportunity for U.S. destinations and attractions to share their story with tour operators and travel agents who will help book those trips.”

Fred Dixon’s First Travel Week as Brand USA President & CEO

2024 also marks the first time Fred Dixon, president and CEO of Brand USA joins the event in his new role, further to his appointment earlier this year. 

This year’s evening program was hosted at the V&A Museum and London’s iconic Sky Garden and entertainment of the best Broadway musicals in London’s West End theatres.

Alongside Travel Week, Brand USA’s highly sought-after Media Forum welcomes 90 UK and European media, facilitating over 1,300 pre-arranged one-to-one meetings to discuss what’s new across the US and for 2025. In its fourth year, the CEO Summit also brings a record-breaking number (72) of US industry leaders and marketing minds to join forces to discuss industry insights, challenges, trends and forecasts through a series of appointments and keynote updates. 

Brand USA Travel Week U.K. & Europe will return to London in 2025 and continental Europe in 2026.