Sixty agents complete tenth Brand USA megafam in Philadelphia

Sixty UK and Ireland travel agents have completed a tenth Brand USA megafam across 14 states.

The Destination Immersion programme involved groups visiting 25 cities on six dedicated itineraries from New York to Texas.

A finale in Philadelphia saw British and European agents meet up to celebrate their experiences, share insights, and immerse themselves in the city.

The UK is the largest overseas source market to the US, with arrivals up 4% last year over 2023 to more than four million - approaching pre-pandemic levels from 2019.

More than 1,040 flights a week will connect London, Manchester and Edinburgh with more than 30 US destinations.

Travel from Ireland market continues to show “promising growth”, with a 8.6% increase in arrivals for 2024 compared to 2023.

Brand USA president and chief executive Fred Dixon said: “Our Destination Immersion is a testament to the enduring value of bringing travel partners together to experience the depth and diversity of the United States. 

“These journeys deepen understanding, foster lasting connections, and generate meaningful economic impact in communities across the country. 

“For a decade, this programme has embodied collaboration, education, and unforgettable experiences — rooted in local stories, hometown pride, and the people who bring our destinations to life.”

Global trade development vice president Jacki Ennis added: “Our Destination Immersion programme continues to be hugely beneficial for travel agents to connect authentically with the communities they sell. 

"Experiencing the United States through local lenses not only enhances their product knowledge but strengthens the positive impact of travel on the destinations we promote. We are incredibly grateful to our airline partners - Aer Lingus, American Airlines and British Airways - for helping us inspire future travellers to explore the United States, gateways and beyond.”