What Visit USA Association does

Visit USA Association is a UK-registered non-profit destination marketing organization (Company No. 3493894) that promotes leisure and travel from the United Kingdom to the United States. It serves two audiences: end-consumer UK travelers seeking USA holidays, and UK travel-trade professionals who package and sell US itineraries. Its revenue model is membership-based, with US destination marketing organizations, state tourism boards, and travel suppliers paying dues to be featured in the association's promotional channels and trade programs.

Its core products are content-led rather than technology-led: a consumer-facing website, a 68-page digital travel planner, a blog, weekly live webinars with 40+ recorded sessions archived in a member-accessible library, email newsletters, and a member portal for trade partners. The underlying technology is a conventional website and CMS-style platform — there is no proprietary booking engine, no machine-learning components, and no transactional infrastructure. Trade-facing programs (webinars, partner showcase opportunities, and dedicated membership tiers) form the primary engagement surface for paying B2B members.

The go-to-market is two-sided. On the demand side, Visit USA Association uses SEO-focused destination guides and event-tied content (e.g., 2026 America's 250th Anniversary, World Cup USA 2026, Route 66 Centenary) to attract UK consumer interest. On the supply side, it recruits and retains US DMOs and suppliers through tiered membership — with standard Membership and a Business Partnership track — giving members visibility, content placement, and access to a curated UK travel-trade audience. The deliberate packaging of three major 2026 events into dedicated guides is the most visible recent commercial acceleration.

Name

Visit USA Association

Legal name

Visit USA Association

Website

https://visitusa.org.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Visit USA Association is a UK-registered non-profit that promotes USA travel to UK consumers and trade, funded by membership dues from US destination marketing organizations, state tourism boards, and travel suppliers, and delivered through destination guides, webinars, and trade programs.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Travel Subscription, Membership & Deal Clubs (THAKAAAL)

Keywords

• USA travel promotion
• Destination marketing services
• Tourism association services
• Travel trade events
• International tourism marketing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Membership Fees: Visit USA Association operates as a membership organization with US-based travel suppliers, destination marketing organizations, and travel industry partners paying to join. The membership provides access to marketing exposure, trade support, and promotional opportunities for UK-bound travel to the USA.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Visit USA Association is a UK-based non-profit industry association that promotes USA travel to UK travelers and the UK travel trade. It operates as a membership organization for US travel suppliers, destination marketing organizations, and tourism boards, and delivers consumer travel guides, blog content, newsletters, webinars, and travel trade events to support inbound tourism from the UK to the United States.

Product overview

Visit USA Association operates a travel planning platform and marketing resource for UK travelers planning trips to the USA. The core offering is the Visit USA website providing destination guides, state exploration tools, and interactive mapping, supplemented by the annual USA Travel Planner digital publication, the Visit USA Blog with expert travel stories, weekly webinars with over 40 recorded sessions, email newsletters, visitor guides and brochures, and a member directory. The platform also provides curated coverage of major events including America's 250th Anniversary, Route 66 Centenary, and World Cup USA 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Visit USA Association Membership

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Visit Huntington BeachcoreGTM or Marketing PartnerOfficial destination marketing organization for Huntington Beach, California (Surf City USA). Member of Visit USA Association providing travel content, offers, and promotional material for UK travelers interested in surf culture, beach holidays, and Southern California destinations.
• Visit San AntoniocoreGTM or Marketing PartnerOfficial destination sales and marketing organization for San Antonio, Texas. Member providing content on San Antonio's cultural attractions, River Walk, historic sites, and special events including America's 250th Anniversary celebrations.
• Visit Park CitycoreGTM or Marketing PartnerOfficial destination marketing organization for Park City, Utah. Member promoting world-class skiing at Deer Valley and Park City Mountain, Sundance Film Festival, Olympic legacy venues, and outdoor recreation in Utah's Wasatch Mountains.
• Discover New EnglandcoreGTM or Marketing PartnerRegional destination marketing organization covering Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, and Vermont. Member promoting New England travel including fall foliage, skiing, beaches, and historic attractions for UK travelers.
• New Orleans & CompanycoreGTM or Marketing PartnerOfficial destination sales and marketing organization for New Orleans, founded 1960. Member promoting New Orleans' music, culture, cuisine, and French Quarter experiences for UK travelers. Also recognized as UNESCO Creative City of Music.
• Experience KissimmeecoreGTM or Marketing PartnerOfficial destination marketing organization for Kissimmee and Osceola County, Florida. Member promoting theme parks, family attractions, and vacation homes near Walt Disney World and Universal Orlando. Also known as the Vacation Home Capital of the World.
• Utah Office of TourismcoreGTM or Marketing PartnerOfficial state tourism organization for Utah. Member promoting Utah's Mighty 5 National Parks (Arches, Bryce Canyon, Canyonlands, Capitol Reef, Zion), ski resorts, Sundance Film Festival, and outdoor adventure experiences.
• Meet BostoncoreGTM or Marketing PartnerOfficial destination marketing organization for Boston, Massachusetts. Member promoting Boston's historical attractions, sports venues, waterfront activities, and cultural institutions for UK travelers. Host of FIFA World Cup 2026 matches.
• Visit LubbockminorGTM or Marketing PartnerDestination marketing organization for Lubbock, Texas. Member promoting West Texas destinations including Texas Tech athletics, Buddy Holly heritage, wine region, and outdoor experiences.
• Visit USA PR CommitteecoreStrategic or Co-development PartnerVoluntary committee supporting Visit USA UK HQ with media activities. Members include: Kirsty Dillury (Travel & Tourism Marketing Ltd, PR Committee Chair), Kylie Bawden (FINN Partners), Margaret Henriksson (Henriksson Marketing), Hannah Mulvey (Gosh PR), Maddy Simpson (Neolux Consulting), Jo White (Click PR).

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• Atout France: Atout France is France's national tourism development agency, promoting France to UK travelers through content, trade programs, and partnerships — a near-identical model operating in the same UK outbound market.
• Switzerland Tourism: Switzerland Tourism promotes Switzerland to international travelers including the UK through content marketing, trade programs, and partnership activity — comparable destination-DMO model with similar GTM motions.
• Destination Canada: Destination Canada markets Canada to international visitors including the UK through content, partnerships, and trade programs — a structurally similar national DMO operating with comparable channels and stakeholder mix.
• Japan National Tourism Organization (JNTO): JNTO runs country-level destination promotion in international markets including the UK, working with travel trade and consumer audiences — directly analogous to Visit USA's mandate for USA travel from the UK.
• Tourism Ireland: Tourism Ireland promotes the island of Ireland in Great Britain and other source markets via consumer campaigns, trade engagement, and partnership programs — a directly comparable neighbor-market DMO with overlapping audience.
• Tourism New Zealand: Tourism New Zealand promotes New Zealand to UK travelers via 100% Pure campaigns, trade education, and consumer content — closely mirroring Visit USA's destination-marketing-with-trade-engagement model.
• Turespaña: Turespaña is Spain's national tourism board promoting Spain internationally, including to UK travelers via content and trade support — directly analogous in structure, channels, and stakeholder relationships to Visit USA.
• German National Tourist Board (GNTB): The GNTB promotes Germany as a travel destination to international source markets including the UK via consumer content and trade engagement — structurally similar in mandate, channels, and stakeholder mix.
• Tourism Australia (UK): Tourism Australia's UK arm promotes Australia as a destination to British travelers via content, trade engagement, and consumer campaigns — directly comparable to Visit USA's UK-to-USA promotional model with similar membership and content-led GTM.

Broad incumbents

• Brand USA: Brand USA is the United States' official destination marketing organization, promoting the USA globally including to UK audiences. As the US-side counterpart, it is a broader incumbent with significantly larger scale than Visit USA's UK-focused remit.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/visitusa_uk
• Facebookfacebook.com/VisitUSAUK
• LinkedInlinkedin.com/company/the-visit-usa-association-uk-limited
• Instagraminstagram.com/visitusauk

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Visit USA Association