- Brand USA is working to keep the United States on travellers’ wish lists despite geopolitical tensions
- Travellers from England and Europe spent more than $60bn in the United States in 2025
- Average spending reached $4,277 per visitor excluding airfare
- Airline capacity remains strong with 49m nonstop seats and 379 nonstop routes scheduled between Europe and the United States
- The 2027 Travel Week England and Europe returns to Olympia London from 18 to 21 October 2027
Brand USA is working to keep the United States on travellers’ wish lists despite geopolitical tensions and concerns about the country’s image, its CEO had told the travel week in Amsterdam.
President and chief executive Fred Dixon spoke at Brand USA Travel Week England and Europe in Amsterdam on 29 September 2026. He noted that travellers from England and Europe spent more than $60bn in the United States in 2025, generating over $128bn in economic impact. Average spending reached $4,277 per visitor excluding airfare. Some 8.5m Europeans including those from England visited so far this year. Airline capacity remains strong with 49m nonstop seats and 379 nonstop routes scheduled between Europe and the United States.
Brand USA President and CEO Fred Dixon addressed the audience at the Brand USA Travel Week England and Europe event, taking place in Amsterdam from 28 September to 1 October 2026. This event marked his final major appearance with the national tourism organisation before he steps down on 13 November 2026 to return to his former role leading NYC Tourism and Conventions. International interest remains robust despite volume challenges. Visitors from England and Europe spent over $60bn in the US in 2025, yielding a total economic impact of $128bn, with average visitor spending reaching $4,277 excluding airfare. Airline capacity serves as a strong market indicator, with 49m nonstop seats across 379 routes scheduled between Europe and the US. New routes include links like Delta’s Paris to Austin and Alaska Airlines’ Paris to Seattle flights. Dixon stated that accessibility is only important if there is demand.
To tackle traveling uncertainties and entry policies head-on, Brand USA is pushing its Get Facts. Get Going. initiative. The programme acts as a centralised source of clear information to bolster international traveller confidence. Chief Marketing Officer Leah Chandler highlighted new storytelling pipelines ahead of the legendary highway’s centennial in November. A fresh content initiative titled A Beautiful Detour pairs practical itineraries with local community stories to encourage travel beyond standard gateway cities. Brand USA is leveraging its AI trip planner tool on Visit The USA to monitor traveller preferences. Current data shows road trips dominate roughly 40pc of travel conversations, with heavy interest in national parks and cultural-historic landmarks. During the opening sessions, Brand USA also revealed future locations for its global B2B matchmaking events.
The 2027 Travel Week England and Europe returns to England, scheduled to run from 18 to 21 October 2027 at the newly renovated Olympia London. Expansion plans for next year include holding a Latin American Travel Week in Panama and returning to Chennai, India.
