Tourism Exchange USA continued to build momentum in Q2 2025 with meaningful progress across key focus areas. From new booking system integrations and supplier activations to National Travel Trade Portal enhancements and increased buyer engagement, the quarter brought measurable progress. We also deepened destination partnerships and participated in key industry events, all supporting our mission to Make the USA Bookable. Read on to explore what’s new and what’s ahead.
Here’s What’s New This Quarter
- More Suppliers Are Live and Bookable
- Two New Booking Systems Connected
- Trade Portal Enhancements + Buyer Growth
- Major OTAs in the Works: Global Distribution Coming Soon
- Smarter Booking Pages for a Smoother UX
- Destination Success Spotlight: Sonoma & New Mexico
- Industry Connections from Michigan to IPW
Exciting New Suppliers Available Now
Supplier activation remained strong in Q2, with more than 25 new businesses going live on the Exchange. Recent additions include Funny Bus (Cleveland, OH), Incredible Adventures (San Francisco, CA), and Alpenhof Lodge (Mammoth Lakes, CA), expanding the variety of bookable experiences and accommodations now available to buyers on the platform.
In partnership with state and regional DMOs, the team also hosted five supplier webinars this quarter, including sessions in Madera County, Sonoma County, and Butte County, CA, along with programs in Michigan and Utah. These sessions continue to drive awareness, support onboarding, and help businesses understand how to reach new distribution channels through the Exchange.
Expanding Connectivity
Our team has been busy this quarter continuing to expand the number of booking systems that are connected to the Exchange. By connecting more systems, we make it easier to bring a diverse range of suppliers, including accommodations and experiences, to international distributors, OTAs and markets.
This quarter we’ve launched two new connected systems, Xola and BookingHound, which offer a wide range of tour/activity businesses and have a growing presence in the US market. If you’re a supplier who uses either of those for reservations, it’s a great time to consider getting connected to the Exchange to increase the reach of your product distribution.
Upgrades to the National Travel Trade Portal
Following the major UI update we launched in Q1, we’ve had a cycle of smaller updates and bug fixes in the Trade Portal. One of the important improvements from this cycle was updating the booking page info to include itemized details for completed bookings. Now buyers can find the same details in the Booking section that are available during the booking confirmation process.
Among other updates, we fixed a bug that was causing some baskets to stick, updated the booking modification flow, solved a lingering issue with certain locations being assigned to the incorrect state when they were near a border, and made other performance improvements.
We now also have more than 60 organizations from 15 countries registered as buyers on the National Travel Trade Portal. Some of our newest additions include:
- Gattinoni Travel Experience, the leisure travel division of the Gattinoni Group, a leading Italian travel company. It specializes in creating tailor-made vacations, luxury trips, and curated travel experiences both within Italy and worldwide, catering to discerning individual travelers and small groups.
- FRT Operadora, a Brazilian B2B tour operator that provides domestic and international travel products exclusively to travel agencies. It offers a wide range of services including hotels, flights, packages, and luxury travel through its proprietary booking platforms and nationwide sales network.
- Welgrow Travels Pvt. Ltd., a luxury travel company based in India that specializes in bespoke, high-end vacations and experiential journeys around the world. It offers personalized itineraries featuring premium accommodations, exclusive experiences, and tailored services for affluent travelers.
New Global Distribution Coming Soon!
On the horizon, we’re excited about some work that’s currently underway with the global platform to expand distribution options for connected businesses. There’s development and testing work happening now for Get Your Guide, one of the world’s fastest growing marketplaces for tours and activities around the globe, and Klook, which is one of the most popular travel sites serving Asian markets. When work is completed on these later this year, they’ll represent great new opportunities for connected businesses in the US to reach travelers around the world. Stay tuned for more updates!
Custom Booking Page Updates
Part of the Exchange’s toolkit for distributors includes customizable booking pages, which makes it easy for businesses, organizations and content creators to offer bookable travel products on their website or social channels. And, we’re continuing to improve those since launching a major overhaul of the content display and UI last year.
During Q2, one convenient update to the user experience is the ability to browse dates and availability using the flexible date picker. Now users can scroll/swipe to find more availability and rates near the specific dates they search. This can help find special deals or additional options. We’ve had some back-end improvements to boost performance, including better rendering when switching from the product list to the Map view. There are more updates on the horizon that will be announced later this year as well.
Growing Destination Partnerships
Momentum continued this quarter as Tourism Exchange USA deepened relationships with destination partners across the country, building new connections, supporting community-driven efforts, and enabling bookable experiences across more platforms.
In New Mexico, TXUSA President Nate Huff joined industry leaders at the New Mexico Hospitality Association’s Governor’s Conference in Albuquerque, where he spoke on travel trade strategy and digital distribution. The team also hosted a regional webinar for DMOs from the Eastern Plains Council of Governments, helping to engage rural communities beyond the Route 66 corridor. Early collaboration also began with the Albuquerque Hispano Chamber of Commerce, with a shared goal of expanding access for Hispanic- and Native American-owned tourism businesses in and around the city.
In Sonoma County, we’re seeing early signs of a powerful destination-supplier success story. The region’s Bandwango tasting pass, which connects travelers to local wineries and distilleries, is now live on the Exchange and generating bookings via the National Travel Trade Portal. One of Sonoma’s suppliers, Wildhaven, saw its first international trade booking, originating from a Belgian operator, within a week of going live. Wildhaven was able to join the platform without a connected booking system, thanks to a custom onboarding solution from our team.
Recent Industry Events
The Tourism Exchange USA team continued engaging with industry leaders and partners at major tourism events this past quarter. From regional gatherings to one of the industry’s biggest global showcases, these in-person connections help strengthen our mission to make U.S. tourism product more accessible and bookable worldwide.
Where We’ve Been
- Pure Michigan Governor’s Conference: In April, Carrie Tomlinson represented Tourism Exchange USA at the annual Pure Michigan Governor’s Conference on Tourism in Novi. Alongside other Miles Partnership team members, she connected with local tourism leaders to share how the Exchange supports supplier visibility and bookable product integration across Michigan communities.
- IPW: TXUSA team members Nate Huff, Andrea Wood, and Jayne Stones traveled to the Windy City to attend U.S. Travel’s IPW Conference in Chicago. They had appointments with over 40 global tour operators from countries such as China, Australia, France and many more. The Exchange team members also met with U.S. destinations and travel trade partners to share how the Exchange is helping make U.S. tourism product more accessible and bookable worldwide.
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