Bigger travel budgets, growing flight routes, and a growing reliance on AI: these were among the trends to emerge from Brand USA Travel Week, held in Amsterdam from September 28 to October 1.  

Attending on behalf of National Geographic Traveller (UK), deputy head of branded content, Jessica Prupas, joined tourism professionals from across the US, UK and Europe to explore the challenges and opportunities facing American tourism. 

With the theme ‘Building Tomorrow’s Demand’, the event brought together more than 350 US brands and 300 buyers and media representatives to discuss how destinations can attract visitors and strengthen transatlantic relationships. 

Here are Jessica’s key takeaways: 

• Visitor numbers are under pressure. Travel to the US has declined significantly, with some estimates suggesting a drop of up to 50% in certain markets. A slowdown in Canadian travel, alongside weaker demand from the UK and Europe, is contributing to the downturn. 

• US destinations are rolling out the welcome mat. With competition for international visitors intensifying, American destinations are working harder to remain visible, promote their attractions and reassure potential travellers. 

• Cost remains a sticking point. High prices are proving a barrier for budget-conscious Europeans, while new UK rules requiring greater price transparency during booking present another challenge. 

• Air connectivity is expanding. New direct routes between Europe and the US are creating opportunities for travellers to explore destinations beyond the traditional gateways. 

• Road trips remain a major attraction. They’re the most researched US travel experience among European visitors, who are also increasingly keen to explore multiple states or cities in a single trip. 

• Visitors are spending big. While fewer Europeans may be travelling to the US, those who do are spending an average of $4,277 (£3,176) per person. 

• The 30-45 age group offers opportunities. Travellers in this demographic are among the most receptive to the idea of visiting the US. 

• AI and social media are reshaping travel planning. More travellers are turning to AI for itinerary inspiration, although the results can lack local insight. Meanwhile, Instagram and TikTok creators are increasingly influencing travel decisions, with audiences seeking to recreate specific trips they’ve seen online. 

Find out more on the Brand USA Travel Week website: https://www.thebrandusa.com/news/brand-usa-builds-tomorrows-demand-at-travel-week-u-k-europe/ 

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About APL Media     
APL Media is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.      

APL Media delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It’s also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers. aplmedia.co.uk