Brand USA, the official marketing organization for U.S. tourism, recently concluded its 10th U.K. & Ireland Destination Immersion Program. The program ended with a final event on May 19, 2025, in Philadelphia, Pennsylvania. This important initiative educates top travel agents from the U.K. and Ireland, helping them better promote the United States as a top international travel destination.
Partnering with major airlines Aer Lingus, American Airlines, and British Airways, Brand USA’s program highlights the importance of inbound tourism. Tourism helps grow the economy and supports jobs in many American communities. The program supports the U.S. Department of Commerce’s National Travel and Tourism Office (NTTO) goal to boost the country’s global tourism appeal and attract high-value travelers.
Since it began, Brand USA’s Destination Immersions—also called “MegaFams” by the travel trade—have been key to educating travel advisors about the wide range of U.S. travel options. This year, 60 qualified travel agents participated in six specially designed itineraries. They visited 25 cities across 14 states plus Washington, D.C.
Destinations included well-known and up-and-coming spots like Nashville, Tennessee; Savannah, Georgia; Washington, D.C.; and Philadelphia. These trips gave travel professionals the knowledge and stories they need to create attractive travel plans. The goal is to encourage longer visits, deeper cultural experiences, and more spending in communities throughout the United States.
