ST. LOUIS: On the heels of the launch of new nonstop British Airways service between London Heathrow and St. Louis Lambert International Airport, Missouri tourism partners joined with Brand USA to host two international tourism programs designed to elevate Missouri’s profile among influential travel advisors and media from the United Kingdom and Ireland.
The programs included a Brand USA Destination Immersion in April and an international media familiarization tour in May that highlighted experiences across St. Louis, Hermann and Kansas City, including travel aboard Missouri’s River Runner Amtrak route.
The initiatives are part of a broader effort to capitalize on Missouri’s growing international accessibility following the launch of British Airways’ direct Heathrow service, further strengthening St. Louis’ role as Missouri’s primary gateway for nonstop European air access, including direct service to both London and Frankfurt.
Together, the programs introduced international travel professionals and journalists to a broad cross section of Missouri experiences, from iconic attractions and outdoor adventure to culinary innovation, live music, arts and cultural heritage.
Participants explored experiences including St. Louis Cardinals baseball at Busch Stadium, paddling on the Mississippi River with Big Muddy Adventures, visits to Gateway Arch National Park and Missouri Botanical Garden, cocktails at The Gin Room and dining experiences at acclaimed local restaurants including Mainlander, Louie, Olive + Oak and Balkan Treat Box. The media itinerary also extended beyond St. Louis to Hermann and Kansas City via Amtrak’s River Runner service, highlighting the accessibility and diversity of Missouri’s visitor experiences.
“In just a few days, these international travel advisors and journalists experienced the incredible breadth of what Missouri has to offer, from world-class attractions and vibrant culinary experiences to outdoor adventure, music and authentic neighborhoods,” said Brad Dean, president and CEO of Explore St. Louis. “The launch of direct British Airways service between London and St. Louis has created an extraordinary opportunity to grow awareness and visitation from the UK and broader European markets. As Missouri’s leading international gateway, St. Louis is uniquely positioned to connect global travelers to experiences across the state. Programs like these help ensure we are converting new international connectivity into long-term economic impact for Missouri communities, attractions and businesses.”
Early results from the May media familiarization tour are already generating international visibility for St. Louis and Missouri. Coverage has appeared in major UK and Irish publications including “I’m All Gooey Over St Louis” in The Sun and “Sold on St Louis!” in Daily Mail, Scottish Mail on Sunday and Irish Mail on Sunday. Additional Missouri-focused coverage tied to Route 66 appeared in Irish Sunday Mirror under the headline “Time to Let Louis.”
Combined print circulation for the coverage exceeded 1.9 million readers, generating an estimated advertising value equivalent exceeding $171,000 USD and helping position Missouri experiences in front of key international travel audiences.
Missouri has welcomed millions of international visitors in recent years, generating significant visitor spending, supporting thousands of tourism-related jobs and contributing substantial state and local tax revenue. International visitation remains a critical component of Missouri’s tourism economy, particularly as overseas travelers tend to stay longer and spend more during their visits.
“These immersive experiences are essential to growing Missouri’s visibility in key international markets,” said Stephen Foutes, director of tourism for the Missouri Division of Tourism. “The new Heathrow connection creates an important international front door for Missouri tourism and gives us a powerful opportunity to introduce global travelers to destinations and experiences throughout the state. By introducing travel advisors and journalists directly to the people, places and experiences that make Missouri unique, we are building long-term awareness that helps drive visitation across Missouri while supporting local businesses and communities.”
The Brand USA Destination Immersion program is designed to help international travel advisors expand U.S. travel offerings while increasing international visitation to destinations across the country. The companion media familiarization tour provided journalists with firsthand experiences to support future editorial coverage and storytelling focused on Missouri travel.
According to the National Travel and Tourism Office (U.S. Department of Commerce) Survey of International Air Travelers (SIAT), approximately 25 percent of global travelers continue to book through travel advisors, making trade engagement programs a critical driver of international visitation growth.
“Brand USA Destination Immersions are high-impact programs that showcase the range of travel experiences available across the United States while delivering measurable economic benefit to communities nationwide,” said Fred Dixon, president and CEO of Brand USA. “By experiencing destinations firsthand, travel advisors and media gain the insight needed to translate interest into bookings and coverage, helping drive visitation and economic activity across U.S. communities.”
