Brand USA will hold its first ‘Travel Week’ in the UK in September 2019, featuring a B2B trade show and consumer activity.
The five-day event will take place from September 9-13 in London and was announced on Monday at a workshop held by the marketing organisation for destination marketers and CVBs.
Thomas Garzilli, Brand USA chief marketing officer, said: “We believe that Brand USA Travel Week has the potential to change the way that the United States engages with the UK and European markets, promoting more opportunities than ever before for Brits and Europeans to visit the USA to, through, and beyond the gateways.”
A key component of the Travel Week will be the Brand USA Travel Expo, a B2B event connecting US destinations and suppliers with buyers from major European markets.
The Expo will be supported by a speaker series featuring marketers, strategists and industry leaders, with plans also in place for a range of consumer marketing initiatives.
“We are sending a strong signal of intent to grow visitation from the UK and Europe by placing a spotlight on the USA’s world-leading tourism assets,” Garzilli added.
“The programme will bring together public and private-sector partners with key business interests in the USA and will be a vehicle to support growth in the US travel sector.”
Brand USA was formed in 2010 and began operations in 2011. It is jointly funded by the private and public sectors, with a remit to promote the US as a tourism destination and grow international visitation.