Mall of America

Published on Monday, September 9, 2019

Brand USA announces more Travel Week Europe locations

Brand USA has kicked off its inaugural Travel Week Europe event by announcing it will run for at least six more years.

The UK, Germany, France, and the Netherlands are the countries chosen to host the new initiative between 2020 and 2025.

Next year's event will again take place in London and the UK will also host the 2022 and 2024 Travel Weeks.

Germany will host Travel Week Europe in 2021, France will host in 2023 and the Netherlands in 2025.

The inaugural event is taking place in London from September 9-12, showcasing the diverse range of travel experiences available throughout the 50 states, five territories, and the District of Columbia.

President and CEO Christopher Thompson said: "Brand USA Travel Week Europe balances business-generating appointments with educational and inspirational speaker sessions, and engaging, networking events to maximise delegate satisfaction.

"We are very excited to bring Brand USA Travel Week Europe once again to the United Kingdom, and then to Germany, France, and the Netherlands between 2020 and 2025.

"Putting the United States firmly on the European stage, the initiative positions the USA as a premier destination as we aim to increase visitation, spend, and market share from across the continent."

In a TravelMole podcast, recorded at Travel Week, Brand USA chief marketing officer Tom Garzilli said: "For many years, we have bemoaned the fact that it is hard to find a voice in the US outside of the big trade shows.

"We want to bring the US to Europe and we want to have an opportunity to bring all of Europe here. Travel Week doesn't just represent the UK and Ireland.

"Buyers from 20 countries across Europe have pre-planned meetings with 100 or so destinations that are here with us."

He added Brand USA is now looking as Europe as a 'single market as opposed to individual countries'.

"Europe in totality is a bigger market than China and others in terms of spend. We started looking at that and how to best market ourselves in Europe.

"We are looking forward to a great week here."

Brand USA Travel Week takes place until September 12 at Etc Venues, County Hall.

At the event, Brand USA also announced the expansion of its online travel agent training platform USA Discovery Programme, to France, Italy, and Spain.

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