Brand USA, the country’s official destination marketing organization, recently concluded its 2025 Latin America USA Destination Immersion Program in Houston. This program, the first of its kind in 2025, aimed to showcase a variety of U.S. communities and small businesses. International travel advisors participated in the event to gain firsthand experiences, which will help them promote the U.S. as a leading travel destination.
The program also emphasized Brand USA’s role in promoting the U.S. globally and the importance of inbound travel in boosting economic growth. By supporting jobs and driving economic activity in communities nationwide, the initiative highlights the significant impact of tourism.
“We are proud to present 17 states in this initiative, which helps increase inbound travel and create economic opportunities at the local level,” said Fred Dixon, President and CEO of Brand USA.
He added, “Educational programs like this one are crucial for growing international tourism. They allow travel agents to better understand the diverse experiences the U.S. offers, from small towns to iconic landmarks. This training directly translates into economic benefits, as high-spending visitors help communities nationwide.”
Inbound travel plays a vital role in the U.S. economy. In 2024, Brand USA helped over 1.6 million legitimate visitors come to the U.S., promoting more than 1,200 U.S. businesses. This also supported nearly 80,000 American jobs.
Brand USA is committed to spreading the economic benefits of tourism across the country, not just in major cities, ensuring that smaller communities also see a fair share of the economic boost.
The 2025 itineraries, which all conclude in Houston, are as follows:
Historic Roads: Heritage, Hidden Gems & Timeless Tales
- Washington, D.C.
- Fairfax, Virginia
- Baltimore, Maryland
- Frederick, Maryland
- Houston, Texas
The Last Frontier: An Alaskan Exploration
- Anchorage, Alaska
- Talkeetna, Alaska
- Fairbanks, Alaska
- Houston, Texas
Pacific Peaks & Scenic Shores
- Seattle, Washington
- Ruston, Washington
- Hood River, Oregon
- Portland, Oregon
- Houston, Texas
Midwest Road Trip: Iconic Cities to Historic Trails
- Chicago, Illinois
- Springfield, Illinois
- Moline, Illinois
- Cedar Rapids, Iowa
- Des Moines, Iowa
- Houston, Texas
Southern Stories: From Big Easy to Lone Star
- New Orleans, Louisiana
- Lafayette, Louisiana
- Shreveport, Louisiana
- Dallas, Texas
- Houston, Texas
Peaks, Brews, and Western Views
- Denver, Colorado
- Fort Collins, Colorado
- Cheyenne, Wyoming
- Laramie, Wyoming
- Houston, Texas
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