Immersive Trip Developed in Partnership With Brand USA Brings 12 Travel Agents and Tour Operators From Ireland and the U.K. to Experience Raleigh Firsthand

Raleigh, N.C. (May 21, 2026) – Visit Raleigh today announced its participation in a recent Brand USA Destination Immersion FAM with the support of Atlantic Joint Business Carriers American Airlines, British Airways and Aer Lingus. This is a program designed to expand U.S. travel products on offer and convert global interest into meaningful economic impact for American businesses, communities and workers. This year’s program brought together 12 highly qualified travel agents and tour operators from the United Kingdom and Ireland to Raleigh from April 23-25, competitively chosen based on their proven success in selling travel to the USA.

“Brand USA Destination Immersions are high-impact programs that showcase the range of travel experiences available across the United States while delivering measurable economic benefit to communities nationwide,” said Fred Dixon, President and CEO of Brand USA. “By experiencing destinations firsthand, travel advisors gain the insight needed to translate interest into bookings, helping drive visitation, increase traveler spend and generate new economic activity across U.S. communities. These programs play a critical role in strengthening local economies by supporting jobs, small businesses and broader community investment. Our collaboration with partners like Visit Raleigh is essential to ensuring these experiences are both authentic and globally competitive.”

Raleigh, N.C. welcomed a record 19 million visitors in 2024, generating a record-breaking $3.4 billion in visitor spending. The visitor economy supports 26,261 local jobs in Wake County and produces $321 million in state and local tax revenues.

“The U.K. and Ireland are incredibly important markets for Raleigh, especially now with the new Aer Lingus direct flight from Dublin that launched in April,” said Dennis Edwards, President and CEO of Visit Raleigh. “International visitors are seeking authentic Southern experiences, so working closely with top travel advisors and tour operators in those markets is essential. They connect travelers to memorable experiences like Raleigh’s MICHELIN-recognized dining, truly unique outdoor offerings and Raleigh’s free, world-class museums. Our partnership with Brand USA helps us share these stories more broadly, reaching new audiences and continuing to drive visitation to the southeastern U.S.”

Programs like Destination Immersions are a key component of Brand USA’s broader travel trade engagement activities throughout the world. At a time when approximately 25 percent of global travelers continue to book through travel agencies, engaging this influential audience remains a critical driver of international visitation and long-term market growth. By building strong relationships with high-performing international travel advisors and increasing awareness of destinations across the country, these efforts help ensure that the economic benefits of travel are distributed widely. The result is a more balanced tourism economy, where gateway destinations continue to thrive while urban and rural communities alike gain greater visibility and travel and tourism export revenues.

For more information about Brand USA’s programs and partnership opportunities, visit TheBrandUSA.com.

About the Greater Raleigh Convention and Visitors Bureau (Visit Raleigh):
As the official destination marketing organization for Wake County, Visit Raleigh is responsible for promoting Wake County as an attractive travel destination and enhancing its public image as a dynamic place to live and work. Through the impact of travel, the organization strengthens the industry and community's economic position and provides opportunities for people throughout Wake County. Raleigh, N.C./Wake County welcomes 19 million visitors annually, whose spending tops $3.4 billion. The visitor economy supports more than 26,000 local jobs in Wake County and generates $321 million in state and local tax revenues, saving each Wake County household $720 in taxes annually. visitRaleigh.com

About Brand USA:
Brand USA is the nation’s destination marketing organization, dedicated to attracting legitimate international inbound travel to strengthen the U.S. economy, increase exports, create quality jobs, and promote community prosperity. By running data-driven campaigns and unifying messaging across industry and government, Brand USA positions the United States as a top global destination while providing current visa and entry information.

Since 2013, Brand USA efforts have generated 11.3 million additional international visitors who spent $38.1 billion in communities across the United States, producing $82.9 billion in total economic impact and sustaining more than 40,000 jobs annually. These results generated nearly $11 billion in additional tax revenue at the federal, state, and local levels.

These results generated nearly $11 billion in additional tax revenue at the federal, state, and local levels.

Media Contacts:
Visit Raleigh
Dana Goodwin
Public Relations and International Tourism Manager
919.830.1289
dgoodwin@visitRaleigh.com

Brand USA
Chris Heywood
Senior Vice President, Public Relations and Chief Communications Officer
cheywood@thebrandusa.com

# # #