In a landmark event underscoring the growing significance of India as a source market for U.S. inbound tourism, Brand USA convened its largest-ever delegation during Brand USA Travel Week 2026 in Bengaluru. The event, held earlier this week, brought together 74 delegates representing 48 U.S. travel and tourism organisations — a strong indicator of the United States’ strategic focus on converting India’s robust outbound demand into long-term travel flows.
Organised by Brand USA, the destination marketing organisation for the United States, Travel Week 2026 marked an unprecedented scale of engagement with India’s travel trade. The delegation included a broad spectrum of tourism stakeholders — from destination marketing organisations representing states and major cities to premier attractions, theme parks and tour operators — reflecting the breadth and depth of interest in the Indian traveller.
According to Jackie Ennis, Vice President, Global Trade Development at Brand USA, the size and diversity of the delegation this year was unmatched. “This is not only our largest delegation ever, but also our most varied, with senior leadership from across the U.S. tourism ecosystem present,” Ennis said. “Their participation reflects the importance the United States places on India as a dynamic and high-growth market.”
Leading the delegation was Fred Dixon, Chief Executive Officer of Brand USA, who remained in India throughout the week, alongside Leah Chandler, the organisation’s newly appointed Chief Marketing Officer. Their presence reinforced the U.S. tourism industry’s commitment to forging deeper ties with Indian partners and consumers.
India’s Fastest-Growing Source Market Momentum
Brand USA revealed that the number of Indian visitors to the United States has surged in recent years, fuelled by strong demand in both leisure and experiential segments. In 2025, over 2 million Indian travellers visited the United States — a new record that marked a 40% increase over 2019 figures, making India the fastest-growing large source market and the second-largest overseas market overall.
“It is not just the numbers that are transformative,” Ennis noted. “Indian travellers are exploring the United States in new, adventurous ways — seeking customised experiences ranging from luxury and outdoor adventure to cultural events, theme parks and attractions.”
Traditionally, Indian arrivals have concentrated in iconic gateway states such as New York, California and Texas. However, Brand USA reports a noticeable broadening of interest, with Indian travellers increasingly venturing into diverse regions and lesser-known destinations. “From Alaska and Florida to the deserts of Arizona and the historic landscapes of New England, the Indian traveller is keen to explore every corner of the United States,” Ennis said. The growing participation of U.S. states such as Wyoming, Mississippi and South Dakota at this year’s Travel Week speaks to this expanding appetite for geographic diversity.
Market Development Amid Major U.S. Events
Industry leaders believe that 2026 holds special promise for further accelerating travel from India, in part due to the convergence of three major events: the 250th anniversary of American Independence, the FIFA World Cup hosted in the U.S., and the centennial celebrations of Route 66 — the iconic cross-country highway. Brand USA anticipates that these milestones will amplify interest among Indian travellers and build on the momentum of recent growth.
According to Ennis, interest from cities historically less associated with U.S. travel is already rising, particularly in regions such as Kolkata, West Bengal and the Northeast. The FIFA World Cup is expected to stimulate demand from these emerging source cities, expanding the geographic footprint of Indian outbound travel.
“America the Beautiful” and Emotional Engagement
To sustain and deepen market growth, Brand USA recently launched its latest global marketing platform, “America the Beautiful.” The campaign is designed to showcase the United States in all its diversity — from sweeping landscapes and cultural richness to vibrant communities and personal stories — with the goal of creating an emotional connection with prospective travellers.
“We are focusing on showing the full spectrum of American experiences,” Ennis said. “Our intent is to reach beyond transactional tourism and engage travellers on a more emotional level, drawing them into the idea of discovery, connection and transformation.”
Implications for Indian Travel Trade
The record-setting Brand USA Travel Week has provided Indian travel professionals with fresh insights into evolving U.S. product offerings, incentive programmes, tiered experiences and bespoke itinerary options that address the preferences of modern Indian travellers — particularly those seeking luxury, experiential and multi-destination travel.
By fostering direct dialogue between U.S. industry leaders and Indian partners, the event has reinforced the United States’ long-term strategic commitment to India’s outbound market — one that looks beyond volume to cultivate deeper engagement, enriched experiences and diversified travel flows.
As global tourism continues its post-pandemic recovery, Brand USA’s Bengaluru edition marks a clear milestone: India is no longer just an emerging market for U.S. tourism — it has become a cornerstone of future growth strategies across the entirety of the American travel landscape.
