Brand USA Showcases Small Businesses, US Communities in Destination Immersion

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Brand USA, the nation’s destination marketing organization concluded its 2025 Latin America USA Destination Immersion Program in Houston after highlighting diverse communities and small businesses through its first major destination immersion of 2025. International travel advisors were given firsthand experiences to help them promote the U.S. as a top travel destination.

The effort also highlights the organization’s leadership in promoting the United States as a top international destination and the vital role inbound travel plays in fueling economic growth and supporting jobs in communities across the country.

“At Brand USA, we are proud to showcase 17 states in this latest effort to increase legitimate inbound travel and build economic opportunity at the local level,” said Brand USA President and CEO Fred Dixon.

He added, “Destination product education through strategic immersions is a critical component of growing lucrative inbound travel, giving travel sellers a deeper understanding of the USA’s immense offerings from small towns to iconic experiences. Programs like this convert on the ground training into meaningful economic impact through high-spending visitors in communities across the country.”

International inbound travel is a key pillar of the U.S. economy. In 2024 alone, Brand USA showcased more than 1,200 U.S. businesses to the world, drove over 1.6 million legitimate visitors to the country, and supported nearly 80,000 American jobs.

Brand USA’s efforts focus on dispersing this economic benefit beyond gateway cities, ensuring a more equitable distribution of tourism dollars in communities nationwide.

The full list of highlighted 2025 itineraries, all finalizing in Houston includes:

Historic Roads: Heritage, Hidden Gems & Timeless Tales