In a decisive move that reshapes its global tourism strategy, Brand USA has formally recognized India as a top-tier priority, culminating in the organization’s inaugural Travel Week held in Bengaluru. This landmark event represents more than just an expansion of a successful franchise; it signifies a profound strategic pivot, acknowledging India’s meteoric rise as a critical driver of the American visitor economy. The unprecedented scale of the U.S. delegation and the launch of new, culturally attuned marketing initiatives underscore a deep, long-term commitment to capturing the immense potential of the Indian outbound travel market. This new chapter in U.S.-India tourism relations is built on compelling economic data and a forward-looking vision to create more resonant and immersive travel experiences for a new generation of Indian visitors, moving far beyond traditional promotion to forge lasting and collaborative partnerships.
A Landmark Event Signals a Strategic Shift
The first-ever Brand USA Travel Week India marked a pivotal moment, transforming years of engagement into a unified and powerful platform. Held at the Shang-Ri-La Hotel, the event was distinguished by the largest U.S. tourism delegation ever to visit India, comprising 74 members from 48 distinct American tourism organizations. The sustained, week-long presence of Brand USA’s senior leadership, including President and CEO Fred Dixon and the newly appointed Chief Marketing Officer, Leah Chandler, sent an unequivocal message of commitment. This was not a fleeting promotional tour but a foundational investment in building deeper relationships. The event’s structure, which featured dedicated tracks for trade, media, and C-suite executives, facilitated over 900 targeted one-to-one meetings, fostering direct dialogue and collaboration between U.S. destinations and more than 90 of India’s most influential travel industry leaders.
By integrating India into the prestigious Travel Week platform, previously established in the U.K. and Europe, Brand USA officially elevated the market to its highest tier of strategic importance. This move reflects a shift from fragmented promotional activities to a cohesive, annual showcase designed to co-create and innovate. The event’s programming went beyond simple destination showcases, offering educational sessions and high-level discussions aimed at understanding the nuances of the Indian market. This collaborative environment was designed to empower both U.S. partners and Indian travel professionals to develop more sophisticated and appealing travel products. The initiative establishes a new benchmark for engagement, creating a structured framework for sustained partnership and ensuring that the United States remains a top-of-mind, aspirational destination for Indian travelers in the years to come.
The Economic Powerhouse Behind the Push
The strategic elevation of India is firmly rooted in staggering economic and visitation data that cannot be ignored. Fred Dixon explicitly labeled India a “priority growth market” and a primary “key driver of visitation,” a sentiment backed by robust figures. Indian travelers are projected to generate an astounding $24.4 billion in spending within the United States in 2024 alone, placing the country second globally in this crucial metric. This immense financial contribution underscores India’s critical role in the economic health and recovery of countless U.S. destinations, from major gateway cities to smaller, experience-rich locales. The sheer economic power of the Indian traveler has become a central pillar in Brand USA’s global strategy, justifying the significant investment and focus now being directed toward the market.
Complementing the impressive spending figures is the consistent and rapid growth in visitor volume, which has already surpassed pre-pandemic levels by a significant margin. For the second consecutive year, arrivals from India exceeded the two million mark in 2025, with overall visitation figures remaining approximately 40 percent above 2019 benchmarks. This demonstrates not only a robust recovery but also a fundamental expansion of the market. Indian travelers now constitute six percent of all overseas arrivals to the United States, a substantial increase from the four percent share held in 2019. Looking ahead, this upward trajectory is forecast to continue, with visitation from India expected to reach 2.3 million travelers by the year 2028, reinforcing the market’s long-term and indispensable importance to the American tourism industry.
Crafting a New Narrative for the Indian Traveler
In a strategic move to align with the sophisticated preferences of the modern Indian traveler, Brand USA used the Travel Week as a platform to launch its new global marketing campaign, “America the Beautiful.” This campaign represents a deliberate shift away from merely showcasing iconic landmarks toward a more emotionally resonant narrative. As explained by CMO Leah Chandler, the initiative is specifically designed to address the increasing demand among Indian travelers for “meaningful, multi-generational, and experience-led journeys.” The campaign’s content emphasizes authentic connections, diverse human stories, and the immersive experiences that define the United States, resonating with a market that values cultural depth and personal enrichment. Activated across connected TV, digital, and social media channels in India, the campaign aims to inspire a deeper appreciation for the breadth of experiences the U.S. offers.
Furthering its commitment to fostering authentic connections, Brand USA announced the forthcoming introduction of its Global Ambassador Program in India. This initiative is designed to cultivate a network of passionate and influential Indian travel trade professionals who will serve as official advocates for U.S. travel and culture. As detailed by Malcolm Smith, SVP of Global Markets, these ambassadors will leverage their local expertise and deep industry relationships to inspire and elevate travel experiences for the Indian outbound market. The program, which is set to open for applications on March 1, is part of a broader global goal to enlist 250 such ambassadors by 2026. This initiative moves beyond traditional marketing by empowering local experts to co-create the U.S. travel narrative, ensuring it is authentic, relevant, and compelling to their peers and clients.
A Pivotal Moment for US Tourism
The timing of this intensified focus on India proved to be strategically impeccable, as the United States prepared for an unprecedented period of major international events and national celebrations. The upcoming years presented a unique convergence of milestone occasions, including the FIFA World Cup, the nation’s 250th anniversary (Semiquincentennial), and the centennial of the iconic Route 66. These landmark events, coupled with a strong pipeline of new attractions such as major museum openings and theme park expansions, provided a wealth of fresh and compelling reasons for Indian tourists to visit. Brand USA’s strategy was clearly designed to harness the immense global attention from these milestones to further solidify the U.S. as a top-tier aspirational destination for the rapidly growing Indian market.
The “Screen to Suitcase” session held during the Travel Week further highlighted a powerful, organic marketing channel that reinforced this strategic timing. The discussion explored the profound and often underestimated link between entertainment media and tourism, deliberating on how Indian movies and popular streaming series filmed in the U.S. effectively shape perceptions and create a powerful desire to visit. Insights from the session provided actionable recommendations for U.S. destinations to proactively leverage the influence of cinema to boost tourism from India. This cultural synergy, combined with the calendar of monumental events, created a perfect storm of opportunity. Brand USA’s strategic elevation of the Indian market was therefore not just a reaction to past growth but a forward-looking plan to capitalize on a future rich with narrative potential.
