VisitUSA and BrandUSA push 2027 travel at TTG Rimini

Why the US Travel Trade Is Already Booking 2027

The Italian travel trade isn't waiting around for next year to wrap up. On the trade floor at the TTG Travel Experience in Rimini, the push for American travel is already driving hard toward 2027. VisitUSA and BrandUSA have set up shop at stand 107 in Pavilion A7, staking out prime real estate for an industry that lives and dies by long lead times.

Around a dozen key member associations and trade players have crammed into the booth to deal directly with regional partners, Italian travel agents, and major tour operators. Tour operator Going is making the biggest splash, rolling out its fresh catalog packed with classic American road trips, city breaks, and coast-to-coast routes. While most of the trade show is still wrapping up near-term bookings, this crew is quietly securing the next three years.

Selling the American Dream to Italian Agencies

It's no secret that transatlantic routes are a battleground. Shifting consumer habits and aggressive loyalty programs keep moving the goalposts for operators. Just as broader industry shifts like the Skift Power Rankings 2026: The Travel Builders highlight how major players are redesigning modern travel, the face-to-face work happening in Rimini is what keeps US destinations on Italian travel itineraries.

Partnering with BrandUSA gives smaller regional destinations a far louder voice on the floor. Instead of pitching individual towns or isolated stops, the joint display sells the full American trip—from iconic national parks to major urban corridors. For Italian agents walking Pavilion A7, having straight access to destination reps and new catalogs means they can pitch complex, multi-state routes without second-guessing the logistics.

Two Years Out: The Engine Room of Tour Planning

Planning two full years ahead sounds extreme to anyone outside the industry, but high-stakes tourism operates on long horizons. Locking down hotel allotments, securing flight capacity, and printing catalogs takes months of prep. By laying the groundwork early in Rimini, VisitUSA members are sending a clear signal to European operators that US destinations are ready for heavy volume.

As the exhibition halls clear out, the real test begins for the agents heading home with fresh catalogs. They're taking these 2027 blueprints back to their storefronts, ready to turn early conversations into solid bookings across the Atlantic.