It was more than 350 American exhibitors that Brand USA Travel Week UK & Europe 2026, held for the first time in Amsterdam, a major air hub in continental Europe for serving the United States, mobilized from September 28 to October 1.
To meet them, more than 300 buyers – tour operators, travel agencies – and media had travelled to attend. And over 5,620 appointments had been pre-programmed.
Ten French buyers were present: Les Ateliers du Voyage, PerfectStay, Terre d’Escales, AmeriGo, Partir Visiteurs, Angèle, Voyage Privé, Les Grandes Evasions, Nautil and Evaneos.
The objective of these four days of one-to-one meetings, conferences, networking sessions and event evenings was to stimulate European demand.
Although still considerable, European arrivals to the United States are indeed down. In its initial business plan, Brand USA had projected 17.9 million European visitors in 2026, i.e. more than the 16.7 million in 2025.
Unfortunately, as the year progressed, this forecast had to be revised downward, particularly for Germany, France and the United Kingdom.
To meet them, more than 300 buyers – tour operators, travel agencies – and media had travelled to attend. And over 5,620 appointments had been pre-programmed.
Ten French buyers were present: Les Ateliers du Voyage, PerfectStay, Terre d’Escales, AmeriGo, Partir Visiteurs, Angèle, Voyage Privé, Les Grandes Evasions, Nautil and Evaneos.
The objective of these four days of one-to-one meetings, conferences, networking sessions and event evenings was to stimulate European demand.
Although still considerable, European arrivals to the United States are indeed down. In its initial business plan, Brand USA had projected 17.9 million European visitors in 2026, i.e. more than the 16.7 million in 2025.
Unfortunately, as the year progressed, this forecast had to be revised downward, particularly for Germany, France and the United Kingdom.
A Timidity Not Solely Attributable to Trump
Even worse, between January and the end of September 2026, only about 8.5 million Europeans, including the United Kingdom, visited the United States.
Obviously, at the time of the assessment, 2026 will mark a decline in European visitation to the United States, despite the strong emphasis on promoting the historic Route 66 and the FIFA World Cup, which did not generate the level of international visitation hoped for.
Also read: USA: “the only major country in the world to lose tourists”
While Americans continued to come in large numbers to France (nearly 5.5 million in 2025, according to Atout France), the French themselves were shying away. In 2025, only 1.59 million of them visited the United States, i.e. down 6.8% from 2024.
Even though some destinations (New York, Washington, New Orleans, etc.) performed better, the situation further deteriorated at the start of 2026 with only 455,875 French visitors from January to April, which did not prevent France from climbing back to the second European rank and the eighth global rank in that period.
Donald Trump’s policies and the Middle East war are not the only factors weighing on French appetites for America: the sharp rise in the necessary budget (higher airfares, hotel costs and cost of living) is also a brake.
Obviously, at the time of the assessment, 2026 will mark a decline in European visitation to the United States, despite the strong emphasis on promoting the historic Route 66 and the FIFA World Cup, which did not generate the level of international visitation hoped for.
Also read: USA: “the only major country in the world to lose tourists”
While Americans continued to come in large numbers to France (nearly 5.5 million in 2025, according to Atout France), the French themselves were shying away. In 2025, only 1.59 million of them visited the United States, i.e. down 6.8% from 2024.
Even though some destinations (New York, Washington, New Orleans, etc.) performed better, the situation further deteriorated at the start of 2026 with only 455,875 French visitors from January to April, which did not prevent France from climbing back to the second European rank and the eighth global rank in that period.
Donald Trump’s policies and the Middle East war are not the only factors weighing on French appetites for America: the sharp rise in the necessary budget (higher airfares, hotel costs and cost of living) is also a brake.
“Creating the Demand of Tomorrow”
In this context, the slogan “Creating the Demand of Tomorrow” highlighted by Brand USA in Amsterdam has taken on full meaning.
This objective, Fred Dixon, the CEO of Brand USA, summed up as follows: “Building the demand of tomorrow begins with strengthening today the partnerships (with European buyers, ndlr) that will allow us to develop it.”
To win back the European and international market, Brand USA is also counting heavily on its new digital ecosystem: “America the Beautiful”.
This term designates both the global brand platform launched during the Travel Week in London in 2025 (it notably includes an AI-based travel planning tool, the American Originals storytelling series – 197 million views -, the Get Facts. Get Going. information site for travelers) and the international promotional campaign rolled out on the main source markets.
In fact, the first results look promising: the campaign “America the Beautiful” enjoys 84% favorable opinions across all markets and 60% of those who saw it said they are considering a trip to the United States, compared with only 31% among those who did not see it.
This objective, Fred Dixon, the CEO of Brand USA, summed up as follows: “Building the demand of tomorrow begins with strengthening today the partnerships (with European buyers, ndlr) that will allow us to develop it.”
To win back the European and international market, Brand USA is also counting heavily on its new digital ecosystem: “America the Beautiful”.
This term designates both the global brand platform launched during the Travel Week in London in 2025 (it notably includes an AI-based travel planning tool, the American Originals storytelling series – 197 million views -, the Get Facts. Get Going. information site for travelers) and the international promotional campaign rolled out on the main source markets.
In fact, the first results look promising: the campaign “America the Beautiful” enjoys 84% favorable opinions across all markets and 60% of those who saw it said they are considering a trip to the United States, compared with only 31% among those who did not see it.
In 2027, the Bicentennial of the Train in the United States
These data align perfectly with Brand USA’s strategy: to move beyond the usual entry points (New York, Florida and the American West) to showcase a broader, more diverse America, thanks to marketing that leans more toward storytelling, experiences, thematic itineraries, multi-region circuits, the great outdoors, national parks, small towns, and not to mention luxury, music or gastronomy.
In a context of hesitant demand, the commercial battle will hinge on the price-quality relationship and the ability of industry professionals to craft trips that visitors cannot easily assemble on their own, but also on differentiating experiences.
Thus, beyond 2026, which marked the hundredth anniversary of the creation of this legendary route, Route 66 is set to become one of the showcases of American tourism.
To promote it, a four-episode series “A Beautiful Detour” has been included in the America the Beautiful platform ecosystem.
Moreover, beyond the numerous innovations (hotel openings, museums, events, meetings, etc.) identified by Brand USA and presented on its official site, as well as an updated dossier on the American luxury offer, the official promotional body for the United States will particularly highlight some major 2027 events on the European market. Notably the fifth anniversary of Elvis Presley’s death and the bicentennial of the arrival of the train in the United States, which will spur numerous events and exhibitions nationwide.
Rich in storytelling, the history of the American rail is likely to stimulate the imaginations and thus the travel desires of Europeans seeking escape, original experiences, slow travel, and the wide open spaces of America.
In a context of hesitant demand, the commercial battle will hinge on the price-quality relationship and the ability of industry professionals to craft trips that visitors cannot easily assemble on their own, but also on differentiating experiences.
Thus, beyond 2026, which marked the hundredth anniversary of the creation of this legendary route, Route 66 is set to become one of the showcases of American tourism.
To promote it, a four-episode series “A Beautiful Detour” has been included in the America the Beautiful platform ecosystem.
Moreover, beyond the numerous innovations (hotel openings, museums, events, meetings, etc.) identified by Brand USA and presented on its official site, as well as an updated dossier on the American luxury offer, the official promotional body for the United States will particularly highlight some major 2027 events on the European market. Notably the fifth anniversary of Elvis Presley’s death and the bicentennial of the arrival of the train in the United States, which will spur numerous events and exhibitions nationwide.
Rich in storytelling, the history of the American rail is likely to stimulate the imaginations and thus the travel desires of Europeans seeking escape, original experiences, slow travel, and the wide open spaces of America.
21 New Direct Connections Between Europe and the United States
The improvement of transatlantic air connectivity could also help rekindle Europeans’ appetite for America.
It will continue to develop in 2027, with 21 new direct connections between Europe and the United States.
France, of course, is involved, with:
* on March 27, the opening by Delta Air Lines of a Paris (CDG) – Austin (Texas) service
* on April 26, the launch of a daily Toulouse – Washington D.C. (Dulles) flight by United Airlines
* on May 6, the launch by American Airlines of a daily flight: Nice – NYC (JFK)
* on May 25, the opening of a direct Paris (CDG) – Seattle (Washington State) by Alaska Airlines
*and finally, on June 4, the launch of a seasonal link (through September 5) Marseille – Newark (New York region) by United Airlines.
Still CEO of Brand USA during the Amsterdam Travel Week, Fred Dixon will return on December 1, 2026 to lead NYC Tourism + Conventions, which he had left two years earlier.
It will continue to develop in 2027, with 21 new direct connections between Europe and the United States.
France, of course, is involved, with:
* on March 27, the opening by Delta Air Lines of a Paris (CDG) – Austin (Texas) service
* on April 26, the launch of a daily Toulouse – Washington D.C. (Dulles) flight by United Airlines
* on May 6, the launch by American Airlines of a daily flight: Nice – NYC (JFK)
* on May 25, the opening of a direct Paris (CDG) – Seattle (Washington State) by Alaska Airlines
*and finally, on June 4, the launch of a seasonal link (through September 5) Marseille – Newark (New York region) by United Airlines.
Still CEO of Brand USA during the Amsterdam Travel Week, Fred Dixon will return on December 1, 2026 to lead NYC Tourism + Conventions, which he had left two years earlier.
For while a few top executives have clearly understood the value of embodying their own brand—such as Steve Jobs, Elon Musk, or Richard Branson, and closer to us, Michel-Édouard Leclerc or Marc Simoncini—the examples have remained scarce in our industry… until the Covid pandemic.
Published by Caroline Lelievre 
