Brand USA has reinforced India’s rising prominence in global outbound travel with the successful conclusion of Brand USA Travel Week India, held in Bengaluru from January 19 to 22, 2026. The event marked the largest-ever U.S. delegation to visit India under the Brand USA Travel Week platform, underscoring the country’s position as the second-largest overseas source market for the United States and one of its most strategically important growth drivers.
For the first time, India was formally integrated into Brand USA’s global Travel Week franchise, elevating years of trade and media engagement into a unified, large-scale platform. The Bengaluru edition brought together 74 delegates representing 48 U.S. travel and tourism organisations, spanning destination marketing organisations, gateway cities, attractions, theme parks, and experiential travel providers from across the United States.
India’s Strategic Importance to U.S. Inbound Tourism
“As a priority growth market and a key driver of visitation to the United States, bringing Brand USA Travel Week to India was a clear choice,” said Fred Dixon, President and Chief Executive Officer of Brand USA, who remained in India throughout the week. “India now ranks second globally for total visitor spending, with Indian travellers generating USD 24.4 billion in the United States in 2024 alone. This expanded platform reflects that scale and significance, enabling closer collaboration with in-market partners to build the right travel products and expand distribution.”
India’s role in U.S. inbound travel continues to strengthen. In 2024, Indian travellers accounted for 6 per cent of overseas arrivals, excluding Canada and Mexico, up from 4 per cent in 2019. Arrivals exceeded 2 million in 2025 for the second consecutive year, remaining approximately 40 per cent above pre-pandemic levels. Looking ahead, visitation from India is forecast to reach 2.3 million by 2028, reinforcing the market’s long-term economic and strategic importance.
A Record-Breaking and Diverse Delegation
According to Jackie Ennis, Vice President, Global Trade Development at Brand USA, the Bengaluru edition stood out not only for its scale but also for the seniority and diversity of participants. “This is our largest and most diverse delegation to date, with senior leadership from across the U.S. tourism ecosystem,” she said. “It reflects the importance the United States places on India as a source market and the growing sophistication of Indian travellers.”
While traditional gateway states such as New York, California and Texas remain popular, Brand USA reports a growing appetite among Indian travellers to explore beyond iconic destinations. Regions including Wyoming, Mississippi, South Dakota and the Travel South USA states featured prominently this year, highlighting a shift toward more immersive, geographically diverse itineraries.
“Indian travellers today are more adventurous,” Ennis added. “They are looking for unique experiences — from luxury and outdoor adventure to cultural exploration, theme parks and special events — and they are increasingly open to discovering every corner of the United States, from Alaska to Florida and from the deserts of Arizona to New England.”
America the Beautiful Debuts in India
Brand USA Travel Week India also marked the official rollout of America the Beautiful, Brand USA’s new global marketing campaign, in the Indian market. Following its debut in the U.K. and Europe, India is one of nine priority markets identified through data-driven analysis of travel intent and consumer sentiment.
Live across connected TV, digital, social and out-of-home channels, the campaign invites Indian travellers to discover the people, places and stories that define the United States, with a strong emphasis on emotional connection and authenticity.
“As we expand our presence in India, America the Beautiful provides a powerful platform to inspire travel and convert intent into action,” said Leah Chandler, Chief Marketing Officer of Brand USA. “Indian travellers are increasingly seeking meaningful, multi-generational and experience-led journeys, and this campaign speaks directly to those motivations.”
Preparing for a Pivotal Year in 2026
The timing of Travel Week India is particularly significant as the United States prepares for a landmark year in 2026, marked by the FIFA World Cup, America’s 250th anniversary, and the centennial of Route 66. These global events, combined with a strong pipeline of new attractions, museum openings, waterfront revitalisation projects, theme park expansions and enhanced rail journeys, are expected to further stimulate interest from India.
Brand USA anticipates that the FIFA World Cup, in particular, will drive demand from emerging Indian source markets such as Kolkata, West Bengal and the Northeast, expanding the geographic footprint of U.S. travel demand within India.
Global Ambassador Program to Strengthen Trade Engagement
During Travel Week India, Brand USA also previewed its upcoming Global Ambassador Program, aligned with America’s 250th anniversary. Launching in March 2026, the initiative will recruit 250 travel trade ambassadors worldwide, including strong representation from India.
“Brand USA is thrilled to introduce the Ambassador Program in India, engaging passionate travel trade professionals as advocates of U.S. travel and culture,” said Malcolm Smith, Senior Vice President, Global Markets & Chief Trade and Product Development Officer at Brand USA. “This initiative recognises outstanding industry leaders and strengthens our global commitment to collaboration, education and product development.”
A Platform for Long-Term Growth
Brand USA Travel Week India brought together nearly 75 U.S. destination partners with more than 90 Indian travel trade professionals and 30 travel and lifestyle journalists, supported by curated one-to-one meetings, educational sessions and dedicated Trade, Media and C-Suite tracks.
As Brand USA continues to expand its Travel Week platform globally — with South America scheduled to launch next — the Bengaluru edition stands as a clear signal of intent: India is no longer an emerging opportunity but a cornerstone of U.S. tourism growth strategies, shaping the future of inbound travel, spending and destination development across the United States.
