Brand USA, the destination marketing organisation for the United States, in partnership with Aer Lingus, American Airlines and British Airways, is pleased to announce the dates for the 2026 U.K. and Ireland Destination Immersion Program (formerly known as MegaFam), taking place from 23 April to 1 May 2026 (with agents landing back on 2 May).
The U.K. remains the number one market for inbound visitation to the USA and Brand USA’s destination immersion event has become an annual fixture on British & Irish agents’ calendars. The program brings together 60 travel experts to explore a range of specially curated itineraries throughout the United States providing valuable boots on the ground experience. The 2026 itineraries will visit multiple states including Arizona, California, Illinois, Missouri, Louisiana and Oregon before culminating in a finale in Seattle, Washington State. Each multi-destination itinerary offers agents the opportunity to gain first hand experience across multiple destinations in one itinerary, and connect with leading local partners on the ground.
2026 is due to be an exciting year for US tourism, with a number of celebrations taking place to mark mega events such as America250, the 2026 World Cup and the centennial of Route 66. Ahead of this celebratory year, Brand USA launched America the Beautiful, a global tourism marketing campaign and platform that represents the organization’s most ambitious marketing initiative to date. This organization-wide platform brings every facet of the brand under a single, strategic vision to meet this moment. It shifts focus from product to people, reminding the world that what sets the U.S. apart is not just the places to visit, but the people to meet, and the stories, culture, and unique experiences shared along the way.
New for 2026, Brand USA will also be taking out a select number of Product Managers to experience the destination immersion program alongside agents, before participating in a B2B marketplace in the finale destination to connect with RTOs and destination partners.
Jackie Ennis, vice president, Global Trade Development for Brand USA comments: ‘The annual U.K. & Ireland Brand USA Destination Immersion is not only a highly anticipated experience for the industry, but is also a valuable opportunity for the top selling agents in these markets to further expand their knowledge on the USA. With 2026 being such a big year for the USA we are excited to be able to talk about some of the key upcoming events with the trade and are once again thankful to our partners Aer Lingus, American Airlines and British Airways, for their support’
How to get involved?
To win a place on the immersion, agents will be required to log their bookings made with Aer Lingus, American Airlines and British Airways from 1 January – 28 February 2026. Agents will also be required to complete the Destination Immersion Airlines Badge on the USA Discovery Program, Brand USA’s official agent training site.
The trip will take place from 23 April to 1 May 2026, with agents landing back into the U.K. and Ireland on 2 May.
To learn more about Brand USA, visit TheBrandUSA.com and start planning your next trip to the USA at AmericaTheBeautiful.com.
