Model USA is preventing to maintain the USA on vacationers’ want lists as worldwide tourism faces a difficult backdrop of geopolitical tensions and issues about America’s picture.

Talking at Model USA Journey Week UK & Europe in Amsterdam, President and CEO Fred Dixon stated worldwide demand stays substantial regardless of the “quantity challenges” dealing with US tourism.

Vacationers from the UK and Europe spent greater than $60 billion in the USA in 2025, producing greater than $128 billion in financial affect, in keeping with Model USA. Common spending reached $4,277 per customer, excluding airfare. Some 8.5 million of Europeans -including the UK- have up to now visited this yr the usA., underlining that the vacation spot retains its attraction…

Dixon pointed to airline capability as one other signal that the US stays an necessary market, with 49 million nonstop seats and 379 nonstop routes scheduled between Europe and the USA.

A few of the new hyperlinks embrace Delta’s deliberate Paris-Austin service, Alaska Airways’ Paris-Seattle route and United Airways’ enlargement from Toulouse to Washington DC and from Ljubljana, Luxembourg, Marseille, Valencia and Catania to Newark.

A problem to create demand?

However Model USA is clearly conscious that air capability alone won’t create demand.

“Accessibility is simply necessary if there may be demand,” Dixon stated.

The group is utilizing its AI journey planner on VisitTheUSA.com to trace what European vacationers need. Street journeys at the moment dominate, accounting for round 40% of conversations, with nationwide parks showing steadily in itineraries. Multiple-quarter additionally embrace cultural and historic websites.

Model USA is concurrently making an attempt to deal with uncertainty round touring to the US via its “Get Information. Get Going.” initiative, offering data on entry and visa insurance policies.

Model USA seeks certainly to counter confusion and misperceptions surrounding journey to the US. Earlier this yr, the group stated the marketing campaign was meant to present worldwide vacationers the arrogance to go to and supply a single supply of knowledge on entry necessities and associated insurance policies.

In the meantime, Model USA could be very cautious to not title the one who might be the worst ambassador for at the moment selling the USA: President Donald Trump, whose common insults and the rogue ton used towards European leaders or Europeans are sufficient to torpedo any welcome and advertising and marketing campaigns that Model USA or regional State workplaces can arrange. On the occasion, some representatives of States or locations admit it in veiled phrases…

Leah Chandler expressed satisfaction concerning the constructive impact of Model USA marketing campaign “America the Lovely” (Picture: LC/Cleverdis)

Advertising America past the headlines

Model USA Chief Advertising Officer Leah Chandler nevertheless highlighted on the stage that the “America the Lovely” marketing campaign continues to generate robust curiosity regardless of the tough setting.

Marketing campaign favorability has reached 84%, whereas 77% of audiences surveyed in August stated the marketing campaign positively influenced their curiosity in visiting the US. Chandler stated this was the best consequence recorded throughout 10 months of monitoring.

However Model USA just isn’t merely repeating the identical marketing campaign. “We are able to’t stand nonetheless,” Chandler stated.

The group is creating new storytelling round American folks, traditions and experiences, with Route 66 changing into a serious showcase because the legendary freeway approaches its centennial in November.

A brand new content material initiative, “A Lovely Detour,” will mix sensible itineraries with tales from communities alongside Route 66 between Chicago and Santa Monica.

The target is to show a well-known American icon right into a purpose to journey past the apparent gateways.

Model USA can also be increasing its “American Originals” collection, which has generated greater than 197 million views with common viewing occasions of greater than three minutes.

New episodes are being developed with locations together with Louisiana, Chicago and San Francisco, specializing in native personalities, meals, traditions and experiences.

Chandler stated the technique is more and more about exhibiting vacationers “one thing they haven’t seen earlier than.”

That strategy additionally extends to influencers and creators, with Model USA persevering with to make use of trusted third-party voices to inform the American story following the FIFA World Cup.

The Chief Advertising Officer stated the buyer marketing campaign would stay intently tied to the journey commerce via the USA Discovery coaching program and Model USA’s new world ambassador initiative. The group goals to nominate 250 ambassadors in its inaugural yr.

In the meantime, Model USA is increasing Journey Week past Europe, with packages deliberate for Canada, India and Latin America. Final however not nonetheless, all is about for the following Journey Week UK & Europe in 2027. The occasion will return to London in 2027, working October 18-21 on the expanded Olympia London.