Brand USA Marks 10th U.K. & Ireland MegaFam and Announces Dates For 2025

Brand USA, the destination marketing organisation for the United States, in partnership with Aer Lingus, American Airlines and British Airways is delighted to announce dates for the 2025 U.K. and Ireland MegaFam: 11 to 19 May 2025.

The annual event will mark the tenth iteration of the U.K. & Ireland MegaFam, bringing together 60 agents from the market to experience a number of itineraries in the USA. The multi destination familiarisation trip is an opportunity for agents to connect with leading local businesses on the ground, and gain valuable first hand destination knowledge.

Following the success of 2024’s MegaFam in September, the trip will conclude alongside a European delegation of 35 agents, enabling the opportunity to share anecdotes, knowledge and celebrations in a spectacular U.K. and Europe finale. The chosen destination for the 2025 finale is Philadelphia, Pennsylvania. Further details on the itineraries will be announced early in the new year.

The U.K. continues to lead as the top source of overseas arrivals to the USA, with 4.3 million visitors forecasted in 2024 and promising growth from Ireland, with 517,400 visitors forecasted in the same year (The National Travel and Tourism Office). Additionally, Brand USA Market Intelligence highlights a prominent trend among U.K. travellers toward multi-destination trips, with 50% choosing to visit two to three U.S. cities within a single holiday.

Jackie Ennis, vice president, Global Trade Development for Brand USA comments: ‘Our annual MegaFam has become a highly anticipated calendar event for U.K. & Irish agents who look forward to the opportunity each year to build on their product knowledge first hand in the USA. It has been hugely valuable to the success of the U.K. & Irish market – which performed incredibly well in 2024. We’re delighted to once again have the support of airline  partners Aer Lingus, American Airlines and British Airways, to highlight new and existing routes to key U.S. gateways and beyond.’

How to get involved?

To win a place on the trip, agents will be required to log their bookings made with Aer Lingus, American Airlines and British Airways from 1 January – 28 February 2025. Agents will also be required to complete the MegaFam Airlines Badge on the USA Discovery Program, Brand USA’s official agent training site.

The trip will take place from 11 to 19 May 2025, with agents landing back in the U.K. and Ireland on 20 May.