Priyanka Saxena Ray
India has consistently been among the top source markets for Brand USA. How do you assess the current traffic trends from India, and what key opportunities do you see for growth in the near future?
India remains vitally important and one of the fastest-growing markets for the USA. What’s encouraging is that India’s outbound travel demand continues to grow, supported by a resilient economy and a rising middle class.
In 2026, major events like America 250, the FIFA World Cup 2026, and the Route 66 centennial will present great opportunities to attract even more Indians. We believe America’s 250 in 2026 will be an excellent chance to celebrate the history and heritage of the U.S. As part of this effort, Brand USA will showcase the anniversary celebrations through curated travel itineraries and compelling stories that connect visitors to the people and places that embody the American spirit.
Segments such as students, family visits, and friends-and-relatives traffic continue to drive steady inflows. How is Brand USA engaging with these segments to strengthen travel to the United States?
The USA provides diverse experiences, making it perfect for unique, immersive trips. As more Indians arrive, Brand USA is changing its approach to stay competitive. We focus on highly targeted marketing that connects with India’s various traveller groups—from first-time visitors, to visiting friends and relatives, to experienced explorers.
We are also growing partnerships with airlines, OTAs, and boutique travel companies to craft more personalized travel options for these segments. We’re also boosting our digital storytelling—using influencers, content creators, and immersive video formats to highlight U.S. destinations in a way that sparks discovery. We recently announced the launch of a new global tourism campaign, America the Beautiful, inviting the world to explore the stunning landscapes and genuine experiences across the country.
With India’s outbound travel expanding rapidly, what new strategies or partnerships is Brand USA focusing on to ensure continued growth from this high-potential market?
In a high-potential and evolving market like India, Brand USA is focused on building deeper, more targeted engagement through strategic partnerships. We’re continuing our collaboration with Tata CLiQ Luxury, which is now in its third phase, targeting India’s affluent, tech-savvy travellers between 18–45 years, who are actively seeking unique, elevated U.S. travel experiences. We also partnered with NBA for the first-ever NBA House in Mumbai.
At the trade level, we’re working closely with tour operators to develop customised itineraries and integrated B2B2C campaigns that support high value, repeat visitation. Our USA Discovery Program has 2,621 active trainees and 46,939 badge completions to date.
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