FAM Trip Diaries: Brand USA Destination Immersion 2026

Carolina Charm

The Carolina Charm itinerary departed on 23rd April from Dublin with Aer Lingus for a multi-state journey through North Carolina and South Carolina. Hosted by Lisa Tejeda and Jennifer Tong (Brand USA HQ), the group began their adventure in Raleigh before travelling south to Myrtle Beach, with a scenic stop at Jones Lake State Park along the way. The itinerary then continued back into North Carolina, where the group explored the vibrant city of Charlotte, discovering the region’s blend of Southern hospitality, coastal charm and modern city culture.

“Both North and South Carolina are fabulous for outdoor activities such as walking, cycling, and boat trips. They’re ideal for anyone looking for an active, outdoor-focused holiday, and they also offer a great choice of food and restaurants.” – Melissa Ginnifer, Lee Travel

The group began their journey in Raleigh, travelling via sprinter van staying at The Umstead Hotel and Spa and experiencing the city’s thriving culinary and cultural scene. Highlights included visits to the North Carolina Museum of Art and the North Carolina Museum of Natural Sciences, alongside a smokehouse tour and lunch at Sam Jones BBQ, a cocktail workshop at Crude Bitters and dinner at the award-winning Herons.

“Raleigh was the most unexpected in terms of charm. It feels very liveable, green, and relaxed, with a strong local culture that you don’t necessarily associate with a lesser-known US city. It isn’t a traditional tourist destination, but that’s exactly what makes it interesting for repeat travellers looking for something different.” – Alana Monahan, Tour America

The group then travelled south towards Myrtle Beach, stopping at Jones Lake State Park before checking into SpringHill Suites Oceanfront. While in Myrtle Beach, the itinerary included shopping at Tanger Outlets Myrtle Beach, dinner at Hook & Barrel, entertainment at the Broadway Theater and live music at Crocodile Rocks Dueling Piano Bar. The group also explored Murrells Inlet with a walk along the MarshWalk, an eco-tour experience and visits to Brookgreen Gardens and the historic Charlie’s Place.

“I was really surprised at how family-friendly Myrtle Beach is. I was expecting more of a party place based on what I had heard, but after visiting it completely changed my mind. The Broadway at the Beach area really caters to families, with plenty of amusements there. The hotel was also extremely family-friendly, with a kids’ breakfast club and a small splash area too.” – Mikaela McDonald, Cassidy Travel

The itinerary concluded in Charlotte, where the group stayed at Holiday Inn Express & Suites Charlotte – South End and experienced the city’s mix of outdoor adventure, motorsport culture and vibrant food scene. Activities included ziplining at the U.S. National Whitewater Center, karaoke and dinner at Seoul Food Meat Co., a tour of the NASCAR Hall of Fame and an interactive city tour with Charlotte NC Tours. The group also visited Optimist Hall, Camp North End and enjoyed a cocktail and vinyl experience at Lorem Ipsum before concluding the itinerary.

“Charlotte stood out the most for me! Our host was extremely welcoming, very knowledgeable, and made the whole experience feel very personal and well organised.” – Patricia Lacárcel Navarro, Club Travel

Southwest Splendour

The America’s Canyonlands itinerary departed on 23rd April from London Heathrow with Aer Lingus, travelling via Dublin and benefiting from U.S. pre-clearance before arriving in Las Vegas. Hosted by Livs Mansell (Brand USA UK) and Jeremy March (Brand USA HQ), the group embarked on a multi-state journey through Nevada, Arizona and Washington. Beginning in the bright lights of Las Vegas, the itinerary traced a route through the dramatic landscapes of northern Arizona, taking in Tusayan, Williams, Flagstaff, Sedona and Phoenix before concluding in Seattle, showcasing a diverse mix of natural wonders, outdoor adventure, cultural attractions and vibrant city experiences.

The group began their journey in Las Vegas, travelling by sprinter van and on foot while experiencing the city’s world-renowned entertainment scene. Highlights included attending The Wizard of Oz at Sphere, exploring the destination’s iconic attractions and enjoying time to discover the energy of the city.

“Las Vegas was incredible, as I expected. There was so much going on and so much to do, and I can now understand why people love this city.” – Olivia Hawes, The American RoadTrip Company

From Las Vegas, the itinerary continued into Arizona, where the group travelled through some of the Southwest’s most striking scenery. In Tusayan, participants took to the skies on a helicopter flight over the Grand Canyon, before continuing to Williams for an overnight stay and experiences including the Canyon Coaster and tubing. The journey then moved on to Flagstaff, where the group visited Lowell Observatory and gained insight into the region’s rich astronomical heritage.

“The helicopter over the Grand Canyon was unforgettable; I wasn’t prepared for just how deep the canyon really is.” – Karen Simmons, Major Travel

“I didn’t expect to like Williams as much as I did. I thought it would just be about the Grand Canyon train, but there was so much more. The Canyon Coaster was loads of fun, and the number of bars and saloons in the town itself was surprising. Flagstaff was lovely, and I really enjoyed all of the independent shops and foodie places. The Lowell Observatory was awesome, and I would definitely visit again, although I never thought it would be so cold in April.” – Olivia Hawes, The American RoadTrip Company

The itinerary continued through Sedona, where towering red rock landscapes provided the backdrop for an Amazon Jeep Tour and opportunities to experience the destination’s distinctive character.

“Sedona was incredible, the magnificence of the scenery is something photos just don’t do justice to.” – Karen Simmons, Major Travel

“Sedona was incredibly beautiful, and I didn’t expect the town itself to be that nice. I thought it was only about the hikes, but the whole place was amazing.” – Leah Whitton, Paramount Cruises

“Sedona was even more scenic than I imagined, and the Jeep tour was a great experience. I would love to go back and stay in Sedona for longer.” – Olivia Hawes, The American RoadTrip Company

The group then travelled south to Phoenix, visiting the acclaimed Musical Instrument Museum and discovering the city’s growing cultural appeal.

The adventure concluded in Seattle, where attendees spent two nights exploring one of the Pacific Northwest’s most dynamic cities before returning to the UK, bringing an end to an itinerary that combined iconic landscapes, immersive experiences and memorable moments across the American West.

“Having never been to any of these destinations before, I now feel like I have a good level of knowledge about the hotels, locations, and geographical distances between them. I didn’t know about the train from Williams to the Grand Canyon, or that you could offer pre- and post-night hotel stays and book optional excursions within the Canyon as part of the package.” – Laura Toll, Premier Travel

“I was surprised by the size of them (towns and cities) and the distance between them all. The change in geography over such a short distance was also unexpected.” – Scott Catchpole, Kuoni

“The difference in temperatures and elevation came as a surprise. It was freezing one day and then 30 degrees in the next location.” – Leah Whitton, Paramount Cruises

Golden State Gems

The Golden State Gems itinerary departed on 23rd April with American Airlines for an exploration through Southern California, hosted by Lydia Gibbs (Brand USA U.K. & Ireland) and Amanda Davis (Brand USA HQ). The group flew into LAX and began their adventure in Santa Monica, before travelling south to San Diego and then back up to Huntington Beach, experiencing the laid-back beach culture, vibrant coastal communities and iconic West Coast scenery along the way.

The group began their California coastal journey in Santa Monica, staying at Shutters on the Beach and Hotel Casa del Mar while exploring the iconic beachfront destination on foot and by e-bike. Highlights included a private e-bike tour with Bikes & Hikes LA, visits to the famous Santa Monica Pier and Pacific Park, as well as oceanfront dining experiences across the city.

“In Santa Monica, I was surprised at how close we were to so many popular attractions, making it a great base for clients who want to explore the best of Los Angeles while still enjoying a relaxed beach holiday. It really offers the best of both worlds.” – Megan Johnston, Flight Centre

From San Diego through to the end of the itinerary in Huntington Beach, the group travelled by sprinter van with Southwest Adventure Tours. In San Diego, the group stayed at Sheraton San Diego Resort and experienced the city’s waterfront and historic districts through an Old Town Trolley Tours sightseeing tour, a private sunset sail around San Diego Bay with Sail San Diego and a behind-the-scenes visit to San Diego Zoo Safari Park.

“San Diego surprised me with its quirky and unique vibe. Every area we visited felt completely different, from Old Town to Downtown and Coronado, which makes it ideal for clients looking to explore and experience a variety of atmospheres within one destination.” – Megan Johnston, Flight Centre

“San Diego stood out as a fantastic base, especially with how close it is to both the airport and cruise port, making it incredibly convenient for travellers.” – Lynda Ross, Stewart Travel

The itinerary then continued to Huntington Beach, where the group stayed at Hyatt Regency Huntington Beach Resort and Spa and embraced the laid-back surf culture of Surf City USA. Activities included beachside e-biking, a sunset bonfire and s’mores experience, surf lessons with McKinnon Surf & SUP Lessons, a private yacht charter through Huntington Harbour and a relaxing beach yoga session overlooking the Pacific Ocean, before the group continued on to Seattle for the finale of the itinerary.

“The surf instructors at Huntington Beach were amazing – I was surprised by how patient, attentive, and supportive they were, especially for anyone who may have been nervous about trying surfing for the first time. Across all destinations, the general atmosphere and friendliness of everyone really stood out.” – Megan Johnston, Flight Centre

“I was surprised by how different the vibe (of each place) felt in person compared to how I had imagined it from videos and photos. Each destination had its own unique character and atmosphere. The people were incredibly polite, and the beaches were wide, open, calm, and quiet, creating such a relaxed setting throughout the trip. I never thought it would be somewhere I’d want to live, but since coming back (to coastal California), I’ve found myself constantly thinking about how much I’d love to live there one day.” – Emily Platt, Gold Medal

“I was surprised by how much more there is to do in Santa Monica and Huntington Beach beyond just a beach stay, making both destinations ideal for clients looking for a mix of relaxation and activities.” – Lynda Ross, Stewart Travel

Route 66 Roots

The Route 66 itinerary departed with American Airlines direct to Chicago from London Heathrow and was hosted by Kirsty Bizaoui (Brand USA UK) and Bayly Hassell (Brand USA, HQ). Starting in Chicago, Illinois, the itinerary continues South through Springfield, Illinois, to St. Louis, Missouri before turning around to head up back Route 66 through the Great River Road and Heritage Corridor in Illinois, with stops in Edwardsville, Livingston, Bloomington, Pontiac, Dwight, Wilmington, and Joliet.

The group began their stay in Chicago for two nights staying at the Hyatt Regency and exploring the city with a Chicago’s First Lady Architecture Center Cruise boat trip, Experience 360 Chicago View and tickets to a Chicago White Sox game against the Arizona Diamondbacks.

“What surprised me most was the variety and depth of experiences in each destination. Chicago exceeded expectations with how much there was to see and do in such a compact area, especially the architecture and skyline views from so many different angles.” – Alison Taylor, Travel Counsellors

“The experience 360 Chicago view in Chicago was brilliant.” – DialAFlight

The group was transported by Bindlestiff Tours in a sprinter van and headed south along Route 66 to explore Illinois with a visit to Springfield and a visit to the Abraham Lincoln Presidential Library and Museum and Route 66 Motorheads Bar and Grill.

“Springfield was a surprise in how engaging and enjoyable it was, particularly the Abraham Lincoln Presidential Museum, which brought history to life much more than expected.” – Alison Taylor, Travel Counsellors

“The Route 66 Motorheads Bar and Grill was great fun in Springfield with good food live music and a little museum in there as well.” – DialAFlight

“There was so many different things we visited which I really liked, but one place we visited which was so well organised was the Lincoln museum which was very informative and very well presented and the staff were so passionate about the subject and most of them were volunteers.” – Wotton Travel

The group then stopped in St Louis, Missouri to take in the Gateway Arch National Park and a tram ride to the top of the Arch for views of the city as well as a stop at the St Louis art museum and Anheuser-Busch Brewery tour.

“St. Louis stood out for how impressive both the Gateway Arch and the Budweiser Factory were, each offering a very different but equally memorable experience.” – Alison Taylor, Travel Counsellors

“The Arch in St Louis is a great attraction which I would definitely recommend to anyone travelling there.” – DialAFlight

“I was honestly so surprised about St Louis. I had heard from colleagues it was much quieter than that of Chicago and it was only really the arch that was the main appeal. This couldn’t have been less of the case and i really enjoyed St Louis. We were there on matchday for the baseball and it was a great atmosphere in the city.” – DialAFlight

Heading back towards Chicago the group stopped for a visit to Pink Elephant Antique Mall, the Route 66 Hall of Fame Museum and Route 66 Landing Pad before taking flying across the country to Seattle for the finale.

“It has given me the knowledge on some of the smaller destinations ie Springfield on what customers can do while they are on the trip. Route 66 has always been an easy sell as its such an iconic route, but having that little more background info on what to do at each stop will hopefully see sales increase for the road trip!” – American Sky

Southern Sounds

The Southern Sounds itinerary departed on 23rd April with British Airways to explore a multi state Louisiana and Texas itinerary, hosted by Serena Gray (Brand USA U.K. & Ireland and Loida Liclic (Brand USA HQ). The group began their journey in Louisiana, experiencing a flavour of the cuisine, music and soul of the South, starting with New Orleans, before heading north to the state Capital Baton Rouge, and finally the casino town of Shreveport. The group then headed West across to Fort Worth Texas to soak up the cowboy culture, music scene, TexMex and BBQ.

The group began their trip in New Orleans, with an evening spent on Bourbon Street in the heart of the French Quarter and a stay at The Eliza Jane Hotel. The next full day was spent exploring the city on foot with a walking tour, lunch at Napoleon House, and live music at Redemption Hall.

Bindlestiff Tours transportation company picked up the group for the rest of their trip and took them north to Baton Rouge, the state capital of Louisiana for tours of the Old State Capital, Capital Park Museum, LSU Rural Life Museum and a walking tour of downtown, the group stayed at Bally’s Casino.

In Shreveport the group stayed at Margaritaville Resort Casino – Bossier City and experienced the Shreveport Municipal Auditorium where Elvis played earlier in his career, the Shreveport Aquarium and The Sci-Port Discovery Center.

“The smaller places we visited like Baton Rouge and Shreveport were so surprising, there is so much to do and I will definitely be recommending to my clients.” – Emma McCarthy, Travelpack

“Shreveport really took me by surprise, I was not expecting the history behind the destination and what it had to offer. It exceeded my expectations and would certainly be somewhere I would recommend for clients.” – Ellie Fee, Andrew Earle’s Holidays

“I was most surprised by Shreveport, I knew little about the place but enjoyed the music element and the work they are doing and investment for tourism.” – Rebecca Houstoun, The Internet Traveller.

In Fort Worth the group stayed at Hampton Inn & Suites Fort Worth Downtown and explored the city on foot with a walking tour of key sites including Sundance Square. The following day they visited the Fort Worth Stockyards and Fort Worth Cultural District visiting the National Cowgirl Museum and Modern Art Museum, followed by an evening line dancing at Billy Bobs.

“I didn’t really know much about Fort Worth and had never visited before, but it had a great vibe and definitely worth visiting. This will be highly recommended to my customers as I can now talk passionately about visiting Fort Worth and the famous stock yards.” – Darren Fletcher, Ocean Holidays

“It has definitely given me insight into different areas I would never have considered before. I can talk animatedly at the best of times but now I am really excited to pass on my knowledge to my customers and I know they have appreciated it already.” – Rebecca Houstoun, The Internet Traveller

Pacific Adventure

The Pacific Adventure itinerary departed on 23rd April with British Airways for an unforgettable journey through the Pacific Northwest, hosted by Holly Jordan (Brand USA UK) and Laura Jacobson (Brand USA HQ). The group began in Portland before travelling to Astoria and exploring the scenic Oregon Coast. The itinerary then continued north into Washington, where the group discovered the natural beauty of the Olympic Peninsula, experiencing dramatic coastlines, lush forests and the laid-back charm of the Pacific Northwest along the way.

The group began their Pacific Northwest journey in Portland, staying at Royal Sonesta Portland Downtown and exploring the city’s vibrant food, arts and outdoor scene. Highlights included visits to Mount Hood and the Columbia River Gorge, stops at Multnomah Falls and the Portland Japanese Garden, a bike tour through Portland’s neighbourhoods and a dinner cruise along the Willamette River.

“I would recommend everything that we did in Portland – I absolutely loved our day with First Nature Tours where we visited Mount Hood/Columbia river Gorge Region, I also really enjoyed the Japanese Gardens. Hopscotch will be great for families travelling.” – First Class Holidays

“Portland has so much to offer – it really has more of a big town feel versus a city with so many fun things to do in and around the city.”

“Something that surprised me most was the diverse Geography so close to Portland. In under 30 minutes of the city centre, you are overlooking Sandy RIver at the viewpoint. Mount Hood was also a surprise, I never expected to be in the city on a sunny warm day one minute and within an hour on a snowy mountain!” – Travelosophers

The group then travelled along the Oregon Coast, visiting Tillamook Creamery, Cannon Beach and Ecola State Park before arriving in Astoria, where the group stayed at Bowline Hotel and explored the historic Astoria Column. First Nature Tours handled the transportation for the group whilst in Oregon and Evergreen Escapes continued this once they crossed into Washington State, both companies had knowledgeable driver-guides to enhance the experience for agents.

“What surprised me the most was how much there is to do!! And how many different places you can do within a road trip in Oregon blew me away – you can be in snowy mountains in the morning, rainforest in the afternoon and then be at a beach by the evening – its in incredible how you can do all 3 in just one day!” – USAirtours

Crossing into Washington, the itinerary continued through Long Beach and Aberdeen, with visits to the International Mermaid Museum and Unplugged at The Music Project, celebrating the hometown of Kurt Cobain. The group stayed at Lake Quinault Lodge before exploring the beaches, rainforests and scenic landscapes of the Olympic Peninsula, including Olympic National Park, Forks and Lake Crescent Lodge.

The itinerary concluded with cultural experiences at the Suquamish Museum and Bainbridge Island Museum of Art, before boarding the Washington State Ferries to Seattle.

“I enjoyed everywhere we went to – including the cities.” – Josh Mart, The American Road Trip Company

“It totally opened my eyes to what a wonderful road trip you can do from Portland to Seattle, especially for customer’s who have already done a California road trip. It’s so much more authentic and less touristy. The scenery and nature was spectacular.” – Brilliant Travel

Seattle Finale

The Destination Immersion concluded with the finale in the Emerald City – Seattle, Washington. The six itinerary groups joined together for a two-night itinerary from 30th April to 1st May, 2026. The finale create a unique opportunity to showcase one city to all of the groups.

The itinerary included a welcome event at Pike Place Market with vendors showcasing food and goods, hotel site visits, a boat trip and a trip up the Space Needle and to the iconic Chihuly Gardens. The finale concluded with a evening celebration at MoPoP where attendees dressed up as iconic pop culture moments and people.

“Seattle itself was a fantastic choice for the finale, offering memorable highlights such as the Space Needle, waterfront activities, and Pike Place Market, all within a compact and walkable area. It left a very positive lasting impression and worked perfectly as a concluding destination for the trip.” – Allison Taylor, Travel Counsellors

“I think the tower sells itself but the Chihuly Garden next door was spectacular and I will be recommending this. Pike place market also is a huge draw – people love food!” – Rebecca Houstoun, The Internet Traveller

“I really loved Seattle, it had a very cool and refreshing vibe. I would highly recommend a city walking tour here to orientate yourself and learn a little bit about the history and the buildings. We learnt that Amazon has a very high presence here as it’s home to their HQ. I would suggest a foodie tour of Pike Market, sampling the local delicacies – especially the amazing seafood chowder, whilst listening to musicians and watching the street performers. A visit to the Space Needle is a must! You get 360 degree views and The Loupe is the world’s first and only revolving glass floor. The Seattle sunset cruise was lovely – sailing through Elliott Bay, enjoying breath taking views of the Seattle skyline one side and the Olympic Mountains on the other.” – Premier Holidays

“The most attractive thing about Seattle and would be my main selling point is the combination of iconic landmarks, waterfront scenery and a vibrant cultural scene all packed into a walkable distance.” – Gold Medal