11th Brand USA Sales & Media Mission targets record growth in 2025

With outbound travel from India reaching record levels in United States in 2024, it was no surprise that the 11th Brand USA Sales and Media Mission to India also saw a record participation, setting tone for sustained, if not accelerated growth, in the number of Indian visitors to the US this year.

- Varsha Singh

Boosted by a 24.3 pc increase in tourist arrivals from India, Brand USA, the destination promotion organisation of the United States held its 11th India Sales and Media Mission from January 2022, in Hyderabad.

This year’s mission was led by Fred Dixon, President and CEO, Brand USA, who was accompanied by six other CEOs representing various US destinations and a luxury receptive agency. Simon Brooks, President of Bonotel, John Percy, President and CEO, Destination Niagara USA, Doug Bourgeois, Assistant Secretary of Tourism, Louisiana Office of Tourism, Martha Sheridan, President and CEO, Meet Boston, Todd Davidson, Chief Executive Officer, Travel Oregon, and Liz Bittner, President and CEO, Travel South USA, were present in the CEO mission.

The delegation also included representatives of 48 tourism companies and 67 exhibitors from the US, who engaged with 123 senior Indian decision-makers from the travel trade and media.

“We are extremely pleased to see strong arrival numbers from India to the USA, validating our past efforts and reaffirming our commitment for the future. As one of our top overseas markets, we are extremely bullish on Indian visitor arrivals and are committed to building stronger partnerships. The Brand USA India Sales and Media Mission and the meetings that the delegates had, are very crucial in building and expanding opportunities for US travel companies and destinations, paving the way for stronger connections, increased travel, and collaborations,” says Dixon.

With a booming Indian market, it was no surprise that a record number of tourism stakeholders from the US joined the mission this year, swelling it to a record high.