Visit USA UK is looking forward to a bumper year of trade and consumer activities and several major events Stateside as it celebrates its 30th anniversary in 2026.
Founded in 1996, the association is the professional organisation for UK-based travel companies promoting tourism to the U.S., bringing together destinations, airlines, hotels, tour operators, attractions, car rental, RV companies, and others, to promote holidays Stateside through a range of activities, such as trade and consumer shows, training events, and supporting collateral including monthly Visit USA newsletters and the annual Travel Planner.
Last year saw a spurt of new members, who now number close to 210, a total just short of pre-Covid levels.
CEO Kate Kenward commented: “Our strong and loyal membership base are travel professionals dedicated to increasing destination awareness and providing leisure travel arrangements to and within the states, regions and cities of the U.S.
“Throughout our longstanding history, we have grown, both in terms of membership numbers and the energy we devote to making information regarding UK-US travel and tourism easier to access.
“The UK boasts the largest Visit USA Association in the world and the UK is still the largest visitor source market after Canada and Mexico.”
Speaking at Visit USA’s Meet the Media event on January 12, Kenward unveiled the 2026 Travel Planner, which is distributed to both the travel trade and consumers, commenting: “It’s a really fantastic publication…packed full of travel ideas and celebratory events and with a full directory of destinations and companies that can provide you with more information”.
She also encouraged the trade to browse Visit USA’s website for “ideas” and to order brochures for their own promotions and/or contact a Visit USA Member, adding: “We’re here to help!”
The association’s 30th anniversary year coincides with a big year of significant events Stateside, including America’s 250 Years of Independence, the World Cup (June 11-July 19) and the 100th anniversary of the country’s most iconic road: Route 66.
Visit USA’s website features special landing pages on the World Cup and Route 66, with information and special offers from member tour operators.
Added Kenward: “We are also still running our popular regular webinars and are planning our autumn Roadshow and online Bootcamps. And agents should watch out for these trade newsletters each month, which provide information and trip ideas to help them ‘nail that sale’.”
