Brand USA has highlighted a number of American destinations UK luxury advisors need to have on their radar for 2025. 

Jackie Ennis, vice president of global trade development, says that while it will always support the US’s most popular tourist destinations, of the marketing organisation is keen to boost the international profile of the country’s hidden gems too. 

This commitment has already been demonstrated in the 2018 introduction of Brand USA’s roadtrip itineraries, as well as the recent upgrade of the USA Discovery Program, its learning and sales resource programme for global travel agents.

Ennis hopes these tools will empower and inspire advisors to explore more of the country’s off-the-beaten track destinations, such as the ones listed below.

The update comes as Brand USA Travel Week 2024 kicks off today, bringing US exhibitors and UK and European buyers together at London’s County Hall to help drive future visitation to the US.

White Sands National Park, New Mexico 

Sprawling across 275 square miles, White Sands National Park in southern New Mexico is the world’s largest dunefield gypsum and home to more than 800 species of animals. 

“It’s a place a lot of people outside of the US have not heard of, and it’s so beautiful,” says Ennis. The sea of sand is a popular spot for all sorts of outdoor activities, including backcountry camping, dune driving, and even sledding. A standard entry pass costs £15 to £25, depending on whether or not you’re visiting with a vehicle.

Nantucket, Massachusetts 

Recently featured in the Netflix miniseries, The Perfect Couple, Nantucket is fast becoming a popular holiday spot for international affluent travellers.

The quaint Massachusetts town is known for its boutique stores and gourmet restaurants, as well as its rich cultural offerings of art galleries and museums. Its historic harbour is another attraction in and of itself, with its famous Boat Basin a must-visit for ogling some of the state’s most luxurious yachts.

Fort Collins, Colorado 

Whether or not the rumour that Disneyland’s Main Street was modelled after the Old Town of Fort Collins is true or not, it’s hard to deny this place feels magical.

Nestled on the foothills of the Rocky Mountains, the gorgeous city is a haven for outdoor enthusiasts; think mountain biking, rock climbing, kayaking and even hot air balloon rides. There’s also a treasure chest of historic buildings, along with plenty of music venues and coffee houses. If you like beer, you’re in for a treat; Fort Collins is the state’s largest producer of the malty drink and home to a whopping 26 breweries. 

St Augustine, Florida

One of the US’s oldest communities, St Augustine on the northeast coast of Florida is a fascinating city that has long been overshadowed by some of the state’s larger hubs.

Visitors can expect a blend of Spanish colonial and Moorish architecture, both of which date back to the European settlers’ attempts to recreate their homes. Nature enthusiasts will revel in Anastasia State Park, a protected wildlife sanctuary, while the Old Town’s Old Jail and Castillo de San Marcos are must-visits for history buffs.