Brand USA Rallies Travel Trade for a Landmark Year of Milestones
This article originally appeared in the 2025 edition of Inbound Insider: The Official IITA Member Directory & Magazine.
AS WE LOOK AHEAD to 2026 and beyond, we are entering a truly extraordinary chapter for the United States as an international destination.
The coming years will place the USA squarely in the global spotlight. In 2026 alone, we will host the FIFA World Cup, celebrate the 250th anniversary of American independence, and commemorate the 100th anniversary of Route 66—three milestone events that offer a once-in-a-generation opportunity to showcase the full depth and diversity of the United States to international travelers.
These events aren’t just celebrations —they are catalysts. They offer new reasons to travel, and fresh stories to tell. They connect world-class cities with rural treasures, globally recognized icons with hidden gems, and cultural heritage with the innovation and creativity that continue to define the American spirit.
As we prepare for this remarkable moment, one thing is clear: now is the time to double down on our partnerships with the travel trade.
At Brand USA, we believe that international tour operators, inbound operators, and U.S. suppliers working together are essential to realizing the full potential of what lies ahead. You are the bridge between global travelers and U.S. destinations. You translate dreams into itineraries, navigate challenges into solutions, and deliver experiences that create lifelong memories.
The last few years have proven the resilience of this industry. But they’ve also reminded us that rebuilding and growing international travel requires trust, collaboration, and face-to-face engagement. That’s why Brand USA remains committed—now more than ever—to meeting with clients and inbound operators directly. Whether it’s at trade shows, sales missions, or roundtable discussions, we know that showing up in person is the best way to understand needs, overcome barriers, and build lasting partnerships.
In the months ahead, we are prioritizing travel trade engagement across key global markets. We’re investing in cooperative marketing programs, enhancing our tools for the trade, and working closely with our partners to ensure U.S. destinations remain top of mind—and top of list—for international travelers.
This is also a moment to broaden our reach. These milestone events offer a unique platform to spotlight rural and beyond-the-gateway destinations, engage diverse communities, and showcase experiences that resonate with today’s travelers—those seeking cultural connection, open space, and authenticity.
Whether clients are coming for a global tournament, a national celebration, or a one-of-a-kind group itinerary, we want to help you bring them here.
Together, we can shape the future of inbound travel—one that is innovative, inclusive, and built on strong, enduring partnerships.
Thank you for your continued collaboration and leadership. We’re proud to stand with IITA and the inbound community as we welcome the world to the USA.
Let’s make this moment count—together.
Reprinted with permission from the 2025 issue of Inbound Insider, published by IITA in partnership with Premier Travel Media.