Back in 2010, we sat down to think about ways to put our readers at the heart of our magazine – and Travel Weekly Cover Stars was born.

Since then, we’ve worked with a host of amazing partners to put more than 100 fantastic agent Cover Stars on our front pages.

It’s no coincidence that the past eight of these VIP trips have taken place in the US, which continues to be such a core destination for the UK market and is the focus of this week’s themed edition.

And with Walt Disney World in Florida unveiled as the backdrop for our 10th Cover Stars outing, this close affinity with America is set to continue. Despite challenges, including exchange rates, perceptions of the current administration and a reported reticence to move from enquiry to booking (page 8), the market from the UK to the US has remained resilient in recent years and is projected to grow, with the trade playing a key role.

While familiarity with some core cities makes them fairly straightforward direct-sells, expert agents can play a key role in encouraging their clients to experience the expanse of the US beyond the main gateways – and seize opportunities to boost their bottom lines.

Of course, the key to that is product knowledge and training, and our Cover Stars sponsors, such as Disney and Gold Medal, are just some examples of the US specialists that continue to invest in agents and put them at the heart of their strategies. Long may those special relationships continue.

Comment from Travel Weekly July 4 edition

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