Brand USA, the destination marketing organization for the United States, successfully concluded the Brand USA Travel Week India on January 22.  

The latest edition of Brand USA Travel Week to India held in Bengaluru has seen the largest-ever delegation of 74 members representing 48 organizations from across the United States, indicating the sharply rising importance of India as a source market for the USA.

Held at the Shang-Ri-La Hotel, Bengaluru from January 19 to 22, the event brought the United States’ second-largest overseas source market into Brand USA’s global Travel Week franchise, elevating the organization’s longstanding trade and media engagement in India under a unified platform. 

“As a priority growth market and a key driver of visitation to the United States, bringing Brand USA Travel Week to India was a clear choice,” said President and Chief Executive Officer of Brand USA, Fred Dixon. “India now ranks second globally for total visitor spending, with Indian travelers generating $24.4 billion in the United States in 2024 alone. This expanded platform is designed to support that scale and significance – bringing U.S. destinations together with in-market partners to strengthen collaboration, build the right travel products, and expand distribution as we work together to grow the market.”

India continues to play a significant and growing role in U.S. inbound travel. In 2024, Indian travelers accounted for six percent of overseas arrivals to the United States, excluding Canada and Mexico – up from four percent in pre-pandemic 2019. Arrivals surpassed two million in 2025 for the second consecutive year, with visitation remaining approximately 40 percent above pre-pandemic levels. Looking ahead, visitation from India is forecast to reach 2.3 million by 2028, reinforcing the market’s importance to future visitation, spending, and economic impact across U.S. destinations.

Brand USA Travel Week India also aligns with the organization’s integrated marketing efforts, including the new ‘America the Beautiful’ campaign. First debuted during Brand USA Travel Week U.K. and Europe, it is now live in India as one of nine priority global markets identified through data-driven analysis of travel intent and consumer sentiment. Across connected TV, digital, social, and out-of-home channels, ‘America the Beautiful’ invites Indian travelers to discover the people, places, and stories that define the United States, with a strong emphasis on emotional connection and authentic experiences.

According to Jackie Ennis, Vice-President, Global Trade Development, Brand USA, not only was the delegation the largest this year, but it was also most diverse as stakeholders from a variety of states and representing different industries were present and that the delegates included the leaders of senior management of these organizations, indicating the importance that USA attaches to the Indian market. 

Among the participants from the US in visit to India were Fred Dixon, Chief Executive Officer, Brand USA, who stayed in India throughout the week, and Leah Chandler, Brand USA’s newly-appointed Chief Marketing Officer.

Said Sheema Vora, Joint Managing Director, Sartha Global Marketing, “What a great week of conversations, discussions and productive meetings! Thank you to our travel trade partners and media for s their support. The USA continues to be one of the most aspirational destination for Indian travelers. India ranked number 2 for overseas arrivals to the USA. USA, with its diversity of landscape and culture, gorgeous outdoors, amazing live events and entertainment, choices of cuisine, and unique experiences continues to inspire Indian travelers.”

“As we expand our presence in India, ‘America the Beautiful’ provides a powerful platform to inspire travel to the United States and convert intent into action,” said Leah Chandler, Chief Marketing Officer of Brand USA. “India’s travelers are increasingly seeking meaningful, multi-generational, and experience-led journeys, and this campaign speaks directly to those motivations.”

Brand USA also introduced future initiatives aimed at sustaining growth across key international markets, including a first look at the Global Ambassador program. 

“Brand USA is thrilled to introduce the Brand USA Ambassador Program in India, engaging passionate travel trade professionals as ambassadors of U.S. travel and culture,” said Malcolm Smith, Senior Vice-President, Global Markets & Chief Trade and Product Development Officer at Brand USA. “The program brings industry leaders together to collaborate with Brand USA, inspiring and elevating travel experiences for Indian outbound travelers, and is part of a broader global commitment to engage up to 250 standout travel trade professionals worldwide in recognition of America’s 250th anniversary in 2026. Stay tuned for more details, and get ready to apply when the program officially opens on March 1.”

Brand USA Travel Week India brought together over 80 attendees, including 70 senior trade and PR professionals and 15 CEOs and C-suite executives from various destinations, such as New York, California, San Francisco, Louisiana, Los Angeles, among others, and leading travel trade, media, and senior decision-makers from across India. U.S. participants engaged with over 90 travel trade professionals and 30 travel and lifestyle journalists through dedicated Trade, Media, and C-Suite tracks, supported by targeted one-to-one meetings and educational programming. 

A key session was “Screen to Suitcase,” a Fireside Conversation between South Asian Herald’s Entertainment Editor, Rajiv Vijayakar, and Sheema Vohra, on the impact on Indian movies, OTT series and music videos on making the USA a preferred destination for tourism. Vijayakar also spoke about the ways in which the USA could further increase the impact of cinema on tourism with certain pro-active initiatives.

The event comes at a pivotal moment as the United States prepares for a landmark year in 2026, driven by the World Cup, America’s 250^th anniversary, and the Route 66 centennial, alongside a strong pipeline of new attractions and destination developments nationwide. From major museum debuts and waterfront revitalization projects to new theme park experiences, expanded rail journeys, and milestone anniversaries, Brand USA continues to spotlight what is new across the country.

Following successful programs in the U.K. & Europe and India, Brand USA Travel Week continues as a cornerstone of Brand USA’s global engagement strategy, with South America set to launch in March.

Brand USA is the nation’s destination marketing organization, dedicated to attracting legitimate international inbound travel to strengthen the U.S. economy, increase exports, create quality jobs, and promote community prosperity. By running data-driven campaigns and unifying messaging across industry and government, Brand USA positions the United States as a top global destination while providing current visa and entry information.

Since 2012, Brand USA, in collaboration with travel industry partners, has been responsible for attracting an additional 10.3 million visitors who spent nearly $35 billion in the United States, generating $76 billion in economic output, and sustaining nearly 40,000 jobs per year. Without any cost to taxpayers, these efforts have generated $10 billion in tax receipts and returned $20 to the U.S. economy for every dollar spent.

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