Brand USA hosts 51 UK and Ireland agents on ‘Destination Immersion’

Brand USA, the destination marketing organisation for the US, hosted 51 travel agents and nine product managers on its recent Destination Immersion Programme.

Held in partnership with Aer Lingus, American Airlines and British Airways, the 11th edition of the programme featured six itineraries that spanned 24 cities in 11 states.

Cities on the trips included Raleigh, Las Vegas, Santa Monica, Chicago, New Orleans and Portland.

The experience offered interactive learning opportunities, helping agents to create new and more engaging itineraries.

It concluded with a finale event in Seattle, Washington state, where all the participants attended a B2B marketplace.

They met 19 regional tourism offices, local suppliers and nine receptive tour operators, as the programme helped to strengthen product development across the UK and Irish travel trade.

More: UK-US traffic may have ‘plateaued’ before war in the Gulf

Malcolm Smith, senior vice president, global markets & chief trade and product development officer at Brand USA, said: “As key inbound markets, the UK and Ireland play a vital role in driving international visitation to the US, and the success of our annual Destination Immersion programme demonstrates how meaningful trade engagement can foster stronger connections and deliver lasting economic impact for local communities across the US.

“The 2026 programme comes at a particularly exciting time for US tourism, with the industry spotlighting major milestones including America250, the 2026 FIFA World Cup, and the centennial of Route 66 – along with the wealth of uniquely American experiences that surround them.

“Together, these moments provide a powerful platform that reinforces the United States’ position within the global travel trade and supports future demand.”

The UK remains the US’ largest overseas source market, with more than four million arrivals in 2025, a 0.52% increase on 2024 and approaching pre-pandemic levels from 2019.

In 2026, more than 1,000 weekly flights will connect Heathrow, Gatwick, Manchester, Edinburgh and Glasgow with more than 30 US destinations, including the launch of the first direct service from London to St Louis and additional new or expanded routes such as Heathrow to Seattle.

Flights from Dublin and Shannon will offer 39 non-stop routes to 34 US destinations, including new services from Dublin to Raleigh-Durham and Pittsburgh, with Aer Lingus launching its first nonstop service between Dublin and Pittsburgh on May 25.

More: UK-US travel stagnates as overall visitor numbers decline