Participants enjoying a meal at Orlandeaux’s Cross Lake Café in Shreveport, Louisiana—one of the local small businesses featured during the program.
(IN SHORT) Brand USA, the destination marketing organization for the United States, concluded its 2025 Latin American USA Destination Immersion Program with a finale at Houston’s Downtown Aquarium. The event, a key part of the organization’s MegaFam series, provided international travel advisors with immersive, firsthand experiences across 12 states and 25 cities, equipping them to promote longer stays and deeper exploration. With 12 states showcased through six curated itineraries—from Alaska to Louisiana—the program highlights the vital role of inbound travel in driving economic growth and job creation across the U.S. Leaders and participants, including Fred Dixon (President and CEO) and Leticia Maia from RMG Viagens & Turismo, applauded the initiative for expanding the international appeal of U.S. destinations ahead of major events like the 2026 World Cup and upcoming Olympic Games.
(PRESS RELEASE) HOUSTON, TX, 2025-Apr-9 — /Travel PR News/ — Brand USA, the official destination marketing organization for the United States, wrapped up its 2025 Latin American USA Destination Immersion Program with a spectacular finale event last night at Houston’s Downtown Aquarium. As a signature trade engagement initiative, this program offers international travel advisors an immersive, firsthand insight into U.S. travel experiences, empowering them to better promote America as a premier travel destination. The program reinforces Brand USA’s leadership in showcasing the United States internationally and underscores the essential role that inbound travel plays in boosting economic growth and supporting local jobs nationwide.
Fred Dixon, President and CEO of Brand USA, stated, “We are proud to present 12 states through this latest immersion effort, which aims to drive legitimate inbound travel and stimulate economic opportunity at a local level. By educating travel sellers on the unique offerings of small towns and iconic experiences alike, we transform on-site training into significant economic impact through high-spending visitors.”
This year’s program, also known within the travel trade as a MegaFam (short for product familiarization), featured six carefully curated itineraries across 12 states and 25 cities – from Talkeetna, Alaska, to Shreveport, Louisiana, and from Colorado’s Rocky Mountains to the Mid-Atlantic region. By experiencing these itineraries firsthand, travel advisors gain the tools and knowledge to craft new, extended itineraries that promote longer stays, deeper exploration, and increased visitor expenditure.
Leticia Maia of RMG Viagens & Turismo in Brazil shared her enthusiasm: “It was an incredible experience to discover new destinations alongside local and specialized tourism professionals in the USA. The country has so much to offer – stunning landscapes, diverse culinary experiences, art, and culture. I can’t wait to share all that I’ve seen and learned with my clients.”
Looking ahead, Brand USA’s program comes at a pivotal time as the United States gears up for a decade marked by major global events such as the 2026 World Cup, America’s 250th Anniversary, and the 2028 and 2034 Olympic Games. By empowering the travel trade now, Brand USA is ensuring that international travel advisors are primed to promote the U.S. as a destination that goes far beyond sporting events.
International inbound travel remains a cornerstone of the U.S. economy. In 2024, Brand USA showcased over 1,200 U.S. businesses, attracted more than 1.6 million genuine visitors to the United States, and supported nearly 80,000 American jobs. The organization’s efforts are committed to dispersing these economic benefits beyond gateway cities, ensuring a broader distribution of tourism revenue across local communities.
Local voices further underscore this impact. Damien Chapman, owner of Orlandeaux’s Cross Lake Café – one of the nation’s oldest continuously operating Black-owned businesses – emphasized Shreveport’s rich culinary heritage as a major attraction for international visitors. Similarly, Josh Evans, General Manager of the Shreveport Aquarium, noted that the spending power of international visitors plays a critical role in expanding exhibits and creating local jobs.
Every itinerary in the program concluded in Houston, offering participants the chance to exchange insights, explore additional U.S. offerings beyond their usual routes, and strengthen connections within the global travel trade community. Jorge Franz, Senior Vice President of Tourism and Industry Relations for Visit Houston, remarked, “Our partnership with Brand USA is incredibly powerful. By extending our marketing efforts collaboratively, we enhance our visibility and inspire visitors to explore our cities. Brand USA amplifies our message and creates a unified vision of the United States as an interconnected destination.”
Mark Weatherall, General Manager of Westin Galleria and Westin Oaks, added, “International travelers contribute significantly to our revenue, staying longer and spending more. Their presence underpins our success and demonstrates the lasting impact of high-quality inbound tourism.”
Brand USA remains steadfast in its commitment to drive international visitation, fortify the U.S. tourism sector, and fuel economic vitality across communities of all sizes. As the United States embarks on a new era of opportunity, Brand USA will continue to leverage global milestones to elevate the nation’s brand and boost demand for U.S. travel experiences worldwide.
Media contacts:
Chris Heywood
Senior Vice President, Public Relations & Chief Communications Officer
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Andrew Felts
Senior Manager, Media Relations & Communications
Phone: 202.536.2060
SOURCE: Brand USA
