Brand USA Travel Week U.K. & Europe 2026
Buyer Information
Buyer applications open March 9, 2026. Review the information below to prepare for your application.
Buyer applications are now open. Applications close July 10, 2026. Space is limited, we encourage you to apply as soon as possible.
Apply as a BuyerBuyer applications have closed. If you have questions, please contact info@BrandUSATravelWeek.com.
March 9 – July 10, 2026
July 13, 2026
September 28 – October 1, 2026
About Brand USA Travel Week U.K. & Europe 2026
Connecting U.K. & European trade with the U.S. travel industry, this event offers hand-picked buyers and U.S. exhibitors the opportunity to participate in up to 15 matchmade one-to-one appointments per day. Each session is limited to 15 minutes to accommodate a greater number of appointments.
The enrichment series will provide critical market insights from marketers, strategists, and industry leaders, delivering insightful and forward-looking programming designed to inspire, educate, and motivate attendees. Participants will have the opportunity to attend one session per day, selecting from two different topics offered daily.
Strengthen business relationships, reconnect with friends and colleagues, and create new connections at any of the networking and evening events offered throughout the week. Check back in April for more information.
Key Dates
*Brand USA reserves the right to adjust dates as necessary
Applications
Entry is open to U.K. and European buyers, with acceptance based on current or potential business with the United States. To be eligible, applicants must hold a role that enables them to make or influence decisions regarding the U.S. travel products offered by their companies.
Buyers are invited to participate in the hosted buyer program to gain the full benefits of the event. Hosted buyers will be accommodated at a centrally located Amsterdam hotel near Beurs van Berlage, with all travel arrangements managed and booked by the event organizers. Breakfast, lunch, and refreshments will be provided during hosted appointments and evening events.
Note for airline participants: Airlines interested in meeting with U.S. exhibitors may apply as buyers; however, flight and accommodation are at their own expense.
Brand USA will review all applications to ensure that buyers meet the necessary qualifications. We encourage you to apply for your preferred program option as soon as possible as space is limited.
If you are a company with more than one product manager, please forward the application to each eligible colleague if you wish to have separate schedules. Each buyer must apply individually unless sharing a schedule.
Hosted Buyer Program Options
A variety of day combinations are available to accommodate different schedules. Hosted buyers will be accommodated at a centrally located Amsterdam hotel, with all travel arrangements managed by the event organizers.
Three-Day Buyer
Tuesday – Thursday
Arrival: Monday, by lunchtime for afternoon programming, or afternoon ahead of the welcome reception
Departure: Thursday evening or Friday morning
Events: Attendance at all Travel Week evening events
Two-Day Buyer
Tuesday – Wednesday
Arrival: Monday, by lunchtime for afternoon programming, or afternoon ahead of the welcome reception
Departure: Thursday morning
Events: Monday–Wednesday Travel Week evening events
Two-Day Buyer
Wednesday – Thursday
Arrival: Tuesday afternoon/early evening
Departure: Thursday evening or Friday morning
Events: Tuesday–Thursday Travel Week evening events
Buyer Criteria
U.K. and European tour operators invited to attend Travel Week U.K. & Europe 2026 are based on the following criteria:
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Existing strong and relevant relationships with U.S. exhibitors such as destination marketing organizations, attractions, hotels, car rental companies
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Compliance with the requirements of U.K. and European international tour operators (for example ATOL license in the U.K.)
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Products and packages available that cover the entirety of the United States, 5 territories and Washington, D.C.
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Specialist products (including such operators but not limited to culinary, wellness, sports travel) that present a new opportunity for product development within the U.K. and European region
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Operators with a strong mix of B2B and B2C distribution channels
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Support of Brand USA by the (technical) build-out of Brand USA Road Trips USA itineraries in their program selection
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Evidence of existing or planned marketing campaigns supporting U.S. product development in the U.K. and European region, along with the willingness to co-invest in Brand USA initiatives like co-op campaigns, digital promotions, or events
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Individuals must be product decision-makers including senior level personnel, such as owners and management, as well as sales and product managers
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Brand USA will consider accompanying marketing team members from qualified tour operators as approved by Brand USA
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OTAs will be considered on a case-by-case basis
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Only international buyers who meet the specific requirements outlined by the Brand USA Travel Week Planning Committee are considered
Please Note
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Brand USA will review application information to ensure that buyers meet the necessary qualifications.
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Buyers may apply for one colleague from a different business function (e.g., marketing) to accompany them during appointments; however, acceptance of additional colleagues is at the sole discretion of Brand USA.
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Multiple buyers from the same company may apply to attend and manage their own appointment schedules, though space is limited, and an application does not guarantee attendance. Each buyer must apply under a separate company account.
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Email confirmation will be sent by Brand USA upon the completion of the application.
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Attendance is non-transferable and cannot be reassigned to another individual without prior written approval from Brand USA.
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Applications are subject to the Terms and Conditions of Brand USA Travel Week U.K. & Europe 2026.
Frequently Asked Questions
The matchmaking system works by asking you to rank your preferences from highest to lowest. A mutual selection will increase the probability of an appointment being generated. There is also the option to block certain companies with whom you would prefer not to meet. Once appointment preferencing opens you will be sent instructions on how to complete this process along with a minimum recommended number of organizations to select.
Once submitted, the system will run the matchmaking process and produce your provisional schedule which you will be able to view online, download as a PDF, and print. There will be the opportunity to go online again to personally refine your appointments, fill any gaps, and message attendees to arrange additional appointments.
U.K. & European buyers will be recruited from countries across Europe including, but not limited to: Austria, Belgium, France, Germany, Ireland, Italy, the Netherlands, the Nordics, Portugal, Spain, Switzerland, and the United Kingdom.
We have chosen these markets based on where we have representation and where our exhibitors will gain the most value.
Ready to Apply?
Buyer applications open March 9, 2026. Review the information above to prepare for your application.
Applications are open now through July 10, 2026. Space is limited, apply for your preferred program option as soon as possible.
Apply as a BuyerBuyer applications have closed. If you have questions about attending, please contact info@BrandUSATravelWeek.com.