The Brand USA MegaFam is an annual initiative by Brand USA, America’s official destination marketing organization, to showcase the diversity and richness of the United States to travel agents from around the world. The program aims to provide firsthand experiences that these agents can take back to their home markets, helping them sell U.S. destinations more confidently and effectively.
This year marked the tenth edition of the MegaFam, and the final stop was none other than the historic and cultural city of Philadelphia.
Why Philadelphia?
Philadelphia was chosen as the grand finale for this year’s MegaFam due to its iconic status in American history, vibrant culinary scene, and walkable neighborhoods. From the Liberty Bell to modern art installations, the city provided a dynamic experience that helped illustrate the broader narrative of what America has to offer.
According to Visit Philadelphia, the city’s tourism marketing organization, hosting such global professionals helps raise the international profile of the destination.
Agents From Across the Globe
Sixty travel agents from key international markets including the United Kingdom, Germany, France, and Australia participated in the 2025 MegaFam. These agents were selected based on their engagement with Brand USA’s travel trade training platform and their sales of U.S. travel products.
Each agent embarked on a unique itinerary across different U.S. regions before converging in Philadelphia for a grand finale event. The concept of the MegaFam is to combine multiple regional tours into one large, culminating event, giving a panoramic view of the country’s attractions.
Key Highlights of the Philadelphia Finale
During their time in Philadelphia, the agents were treated to a variety of experiences, including:
- Walking tours of Old City, where U.S. independence was born
- A visit to the Liberty Bell and Independence Hall
- A food tour of the Reading Terminal Market
- A bike ride along the Schuylkill River Trail
- Dinner at some of the city’s top-rated restaurants
The visit was not only about sightseeing but also about learning. Agents participated in workshops and presentations hosted by local tourism boards and attractions to better understand how to market Philadelphia to their clients.
Why MegaFam Matters
The MegaFam program is not just a sightseeing tour. It serves a strategic role in Brand USA’s international marketing efforts. By giving travel agents direct experiences, the program enhances product knowledge, storytelling, and client trust.
According to Chris Thompson, CEO of Brand USA, “When agents experience destinations firsthand, they become powerful advocates. They can answer client questions with authority and confidence, which ultimately leads to increased visitation.”
Collaborations and Support
This year’s MegaFam was supported by major airline partners including American Airlines and British Airways, along with Philadelphia International Airport, Philadelphia Convention and Visitors Bureau (PHLCVB), and local hospitality partners.
American Airlines offered multiple route options for the inbound agents, making travel easier from key international hubs. PHLCVB played a crucial role in coordinating local tours and cultural experiences.
Agents Share Their Experiences
Many agents took to social media to share their experiences using the hashtag #MegaFamUSA, posting about the city’s warm hospitality, engaging street art, and the balance between history and modern urban life.
“I never realized how vibrant and artistic Philly is,” said Clara Jansen, a travel agent from Munich. “It has so much to offer to European tourists looking for both heritage and innovation.”
Economic Impact and Long-Term Goals
Brand USA’s MegaFam program has shown measurable return on investment over the years. According to internal surveys, agents who attend these tours report a 30-40% increase in U.S. bookings in the following year.
The choice of Philadelphia also aligns with broader goals to highlight second-tier cities and not just the usual New York, LA, or Miami stops.
“This helps diversify where tourists go, easing crowding in major metros and spreading the economic benefit more evenly across the country,” said Karen Wiley, a spokesperson from Visit Philadelphia.
What’s Next for Brand USA?
After a successful tenth edition, Brand USA is already planning its next MegaFam with new routes, new cities, and a renewed focus on sustainability and community engagement. Upcoming tours are likely to highlight rural America, Native American heritage sites, and destinations with strong ecotourism credentials.
For updates, agents and travel enthusiasts can follow Brand USA’s official site and join their travel trade training portal for exclusive insights.
Final Thoughts
The tenth Brand USA MegaFam in Philadelphia was not just a travel event — it was a celebration of connections, culture, and commerce. For sixty travel agents, the journey ended in Philly, but their stories and experiences will continue to inspire travelers around the world.
By showcasing hidden gems and providing immersive experiences, Brand USA strengthens the global appeal of American destinations, one trip at a time.
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