Ask an average customer to name some iconic American sights and experiences, and they won’t have any trouble rattling off a list as long as your arm.
The fact that the country is so familiar makes it all the more strange that so many Brits’ first-hand experience has been limited to the hotspots of Orlando and New York.
Both are fantastic destinations, of course, but the US has much more to offer beyond these two gateways.
By their own admission, America’s political leaders had become complacent about the country’s appeal to international visitors, failing to invest as other long-haul destinations made concerted efforts to promote their tourism product.
But having redressed the balance with the formation of the central marketing organisation Brand USA to add real weight to the ongoing efforts of the Visit USA Association and a wealth of proactive tourist offices and suppliers, the trade certainly can’t complain about a lack of information or support.
At Travel Weekly, we have consistently recognised the importance of the US market, and we are delighted to be publishing our fourth annual US special edition, this year in association with Delta Air Lines.
We also want to showcase the wealth of opportunities open to you, and that’s why I am extremely excited that we are teaming up with Brand USA and USAirtours to launch a quest to find our own travel agent ‘American Idol’ and help boost their sales to this incredible destination.
As you will read in the pages ahead, there really has never been a better time to discover – or perhaps rediscover – the US.