Brand USA launches Travel Week U.K. & Europe in Amsterdam

Fred Dixon, President and CEO of Brand USA, has launched the Travel Week U.K. & Europe in Amsterdam. The event marks the first time the manifestation has been held in the city.

The 2026 edition features over 450 U.S. delegates representing more than 200 organizations, alongside over 300 buyers and journalists from 17 different countries. Under the theme “Building Tomorrow’s Demand,” the strategy aims to act as a “force multiplier” to increase the global impact of its partners.

As Brand USA enters a new fiscal year with an approved budget and business plan, the organization is highlighting its “Get Facts, Get Going” initiative. This program is designed to provide travelers and tourism operators with accurate information regarding U.S. entry procedures and visa policies to combat misinformation. Representatives from the U.S. Department of State and the Department of Homeland Security (DHS) are also participating to address specific inquiries regarding entry and visa processes.