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Brand USA hosted “Travel Week UK & Europe 2025” in London from October 20 to 23.
Now in its seventh year, the event brought together about 900 participants, including destination marketing organizations and travel-related groups from across the United States, as well as major travel companies and media representatives from 20 countries, primarily in Europe, for business meetings, leadership sessions, and educational programs on industry trends.
At the event, Brand USA unveiled the outline of “America the Beautiful,” a new consumer-facing global advertising campaign and digital platform. Ahead of 2026—a year featuring many major events such as the FIFA World Cup, the United States Semiquincentennial initiative “America 250,” and the 100th anniversary of Route 66—it will centralize information related to various activities.
In addition, it launched an AI-powered multilingual official website designed to assist planning with interest-based recommendations, maps, and itinerary-building tools, and to encourage travel from major cities to surrounding regions. Targeting nine key markets including Japan, the campaign will run across connected TV, streaming video, out-of-home, digital, and social platforms, aiming at travelers seeking nature stays, family trips, premium experiences, and immersive art and culture.
The next editions are scheduled to be held in India from January 18 to 23, 2026, and in South America from March 16 to 20, 2026.
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