Q1. India has emerged as the United States’ second-largest overseas source market. How significant is this milestone for Brand USA?
It is extremely significant and very exciting. I’m happy to report that we have now seen over 2 million Indian visitors travelling to the United States for the second consecutive year, making India our number two overseas market. What makes this even more remarkable is that visitation from India has risen nearly 40 per cent since 2019. I still remember being here in 2019, celebrating India entering the top 10 markets—so to now be able to say India is number two is truly phenomenal. It reflects the strength of the relationship and the immense potential of this market.
Q2. What are the key travel segments driving this growth from India?
We are fortunate that the Indian travel market to the U.S. is supported by several strong segments. A major driver continues to be the Indian diaspora—many travellers visit friends and relatives in the United States, and then extend their journeys to explore other destinations.
Another important contributor is education. India is the largest source of international students in the U.S., which naturally generates significant travel by families visiting their children.
At the same time, what we are seeing more recently is the rise of a new kind of Indian leisure traveller—more independent, more discerning, and looking for highly customisable experiences rather than only traditional group travel. Group travel remains important, but the market has clearly evolved towards more adventurous and personalised journeys.
Q3. Are Indian travellers exploring beyond the traditional U.S. gateway cities now?
Absolutely. Indian travellers today have a high level of familiarity with the United States. Many have already visited iconic destinations like New York, Las Vegas, Miami, Orlando, and are now seeking something different.
There is growing interest in what we call the “hidden gems” and off-the-beaten-path destinations, as well as America’s natural landscapes and outdoor experiences. This shift is very exciting because it creates opportunities for newer U.S. destinations to connect with the Indian market.
For example, we have seen first-time participation from destinations such as Wyoming, and even partners like Cruise America, which promotes RV travel as a unique way to explore the U.S.
Q4. Brand USA recently launched the “America the Beautiful” campaign. How does it connect with Indian travellers?
We are incredibly excited about “America the Beautiful.” India is one of our key target markets, as it should be, given its scale and growth.
The campaign is built around pillars that resonate strongly with Indian travellers—family travel, outdoors, luxury, and wellness. It speaks directly to what motivates Indian visitors today: meaningful, multi-generational and experience-led journeys.
What has been especially impressive is that the response from India so far has been among the highest across all our global target markets. We’ve already seen strong visibility through digital, social, and out-of-home promotions, including at Bengaluru airport and premium shopping hubs.
Q5. With 2026 being a mega year for the United States, how is Brand USA leveraging upcoming global events?
2026 is truly a landmark year for travel to the U.S. We have several major global moments coming together. The FIFA World Cup will be hosted across 11 U.S. cities, creating a huge opportunity for international visitation.
We also have the 100th anniversary of Route 66, one of the most iconic American road trip experiences, and of course America 250, celebrating the 250th anniversary of the United States.
All of these will play an important role in our year-round marketing strategy and provide fresh reasons for Indian travellers to plan their next trip.
Q6. What is Brand USA’s outlook and target for the India market going forward?
The forecast for 2026 is around 2.1 million Indian visitors, and that is certainly our immediate target. Of course, we would love to see that number grow even further. India is a priority growth market, and we are committed to expanding partnerships, promoting new destinations, and sustaining this momentum.
Q7. How is Brand USA supporting Indian travel agents and the trade ecosystem?
One of our strongest resources is the USA Discovery Program, our online travel trade training platform, which was relaunched in 2024. It has seen terrific engagement from Indian agents—not only as a certification tool, but also as a trusted resource platform. In today’s world, where there is so much information and even misinformation online, it is important for travel professionals to have curated, accurate content. The platform also enables agents to share inspirational itineraries directly with clients, making it an effective sales tool—especially as demand grows for newer and more diverse U.S. experiences.
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