UK visitor numbers to the US rose 5% year-on-year in early 2025, with 515,700 travelers in January and February. Despite challenges like exchange rates and tariffs, leisure demand remains strong, making up 85% of UK travel to the US. Brand USA’s training programs saw 11,000 badges completed, reflecting strong agent engagement. 60 UK & Irish agents will join Brand USA’s MegaFam from May 11-19, exploring six US itineraries before a Philadelphia finale.