Choose Chicago announced on March 31 that its Tourism and Global Development team visited London to promote the city as a travel destination and highlight the upcoming centennial of Route 66. The visit included participation in several key industry events aimed at strengthening partnerships with UK-based travel professionals.
The initiative is important as it seeks to increase international tourism to Chicago, leveraging both established relationships and new opportunities in the UK market. The focus on Route 66’s centennial also aims to draw attention to Chicago’s historical significance as the starting point of this iconic American route.
During their visit, Choose Chicago attended Unite USA, an event hosting 70 trade partners including senior product managers responsible for U.S. travel portfolios. Representatives from Choose Chicago held targeted one-to-one meetings with priority tour operator partners, aiming to reinforce existing collaborations and identify future development opportunities.
In addition, Choose Chicago hosted a networking reception for approximately 130 travel trade buyers, media representatives, and UK trade professionals. The reception featured Route 66-themed branding, giveaways, and a live art activation designed to generate interest among tour operators by emphasizing Chicago’s connection to the historic route.
Other engagements included participation in the Visit USA Members Meeting at the U.S. Embassy—an event that brought together around 100 travel trade partners—and attendance at British Airways’ first Destination Partner Day alongside tourist boards and destination partners from across the globe. These sessions provided strategic networking opportunities as well as insights into airline strategies relevant for future collaboration.
The Tourism and Global Development team at Choose Chicago is responsible for promoting the city both domestically and internationally through sales initiatives targeting various segments of group travel organizers. The organization said it remains committed to helping industry professionals develop successful group programs featuring Chicago.
