What surely is one of the most well-curated travel-trade events in the country, the ‘Brand USA Week’ here in Bengaluru between the 19 and 22 of January 2026, took centre-stage with an eclectic mix of networking, product presentations and knowledge sharing.
The just-concluded edition of Brand USA Week India in Bengaluru marked a significant milestone in the evolving travel partnership between the United States and India. Hosted in Bengaluru, which has also been identified as India’s latest city to house an American consulate. The event brought together senior representatives from U.S. destinations, hospitality brands, attractions, and aviation partners with leading Indian travel trade professionals and media, reinforcing India’s position as a priority growth market for U.S. tourism.
Organised by Brand USA, the official destination marketing organisation for the United States, the week-long engagement was designed to deepen commercial ties, drive visitor growth, and create stronger storytelling platforms for the American travel experience in India. India continues to be one of the most dynamic outbound travel markets globally. With rising disposable incomes, improved visa facilitation, and expanding air connectivity between major Indian metros and U.S. gateways, travel to the United States has seen steady recovery and growth beyond pre-pandemic levels. Indian travellers are increasingly seeking immersive experiences—from national parks and iconic road trips to luxury retail, entertainment, sports tourism, and higher education-linked travel. The programme featured pre-scheduled B2B meetings, media roundtables, product showcases, and strategic presentations highlighting emerging U.S. destinations beyond the traditional gateways of New York, California, and Florida.
The Bengaluru edition followed Brand USA’s global travel week format, integrating trade, media, and leadership engagement tracks. The Trade Track enabled U.S. destination partners to meet Indian tour operators, OTAs, and MICE planners in curated one-on-one sessions aimed at product development, new itineraries, and joint marketing initiatives.
A key highlight of the week was the India spotlight on Brand USA’s global marketing platform, “America the Beautiful.” The campaign celebrates the diversity of American landscapes, culture, communities, and experiences—encouraging international travellers to discover lesser-known destinations and authentic local stories. Through integrated digital campaigns, connected TV, social media outreach, and travel trade collaborations, Brand USA aims to inspire Indian travellers to explore the breadth of experiences across the United States—from scenic byways and national parks to culinary trails, music cities, and heritage towns.
Speaking on the success of the Bengaluru edition, Fred Dixon, President and CEO of Brand USA, emphasised the strategic importance of India to U.S. tourism growth. “India is one of the most exciting and high-potential travel markets for the United States. The energy, scale, and sophistication of the Indian travel trade community continue to impress us. Brand USA Week in Bengaluru reflects our long-term commitment to deepening partnerships, expanding connectivity, and inspiring more Indian travellers to explore the richness and diversity of America. We see this market not just as a source of visitors, but as a valued partner in shaping the future of global travel.”
Beyond business meetings, Brand USA Week in Bengaluru symbolised broader tourism diplomacy between the two nations. As bilateral relations strengthen across trade, education, technology, and aviation sectors, tourism continues to play a vital role in fostering people-to-people connections. With new air routes under consideration and existing routes witnessing healthy load factors, the future outlook for India–U.S. travel remains strong. The humble Indian travellers are among the highest spenders globally, making them a strong segment for destinations seeking quality, longer-stay visitors. Though the traditional VFR sector still delivers the numbers, there has been a consistent growth among those looking for niche sectors such as wine, music, and festivals and those inclined to just drive around the country.
Indian travellers seeking U.S. B1/B2 visas (business and visitor/tourist visas) continue to face significant appointment backlogs and long wait times in many Indian cities—despite some recent improvements in processing. The successful conclusion of Brand USA Week in Bengaluru sets the stage for deeper year-round engagement between American destinations and the Indian travel ecosystem. Industry stakeholders described the event as focused, productive, and strategically aligned with current market needs. As outbound travel from India continues its upward trajectory, initiatives such as Brand USA Week will play a pivotal role in converting aspiration into arrival—ensuring that the United States remains a top-of-mind long-haul destination for Indian travellers.