In March 2026, The Great American West, represented by Target Travel Marketing, successfully completed a multi-day sales mission across Belgium and the Netherlands. Designed to strengthen relationships with the travel trade and media, the mission combined in-depth training sessions with meaningful networking opportunities and local experiences.
The delegation consisted of state representatives from across the Great American West. Participants included Katie Pegan (Visit Idaho), Kyler Flock (Travel South Dakota), Fred Walker (North Dakota Tourism), and James Scoon (Visit Wyoming). Visit Wyoming State Director Domenic Bravo joined the program during the Netherlands portion of the mission. The delegation was accompanied by Kim Snape of RMI and hosted locally by Vivien Hulsebosch and Marjolein Fraanje of Target Travel Marketing.
The program kicked off in Mechelen, Belgium, where the group traveled to the Henri-Chapelle American Cemetery. From there, the schedule quickly moved into a series of targeted meetings and trainings with tour operators. Sessions were held with partners such as Penta’s USA, Exciting West, and Joker Reizen, where each state delivered focused presentations highlighting new developments, itineraries, and travel opportunities in their destinations. The program then continued into the Netherlands, with additional trainings and meetings hosted at Travelhome, Tioga Tours, and Doets Reizen.
A central component of the mission was a series of trade and media networking events, including structured speed dating sessions in both Mechelen and Maarssen. These sessions facilitated direct, one-on-one interactions between the U.S. partners and local travel professionals, enabling in-depth discussions and strengthening commercial relationships. In total, the delegation engaged with 120 travel trade and media professionals across the Benelux markets.
As a memorable closing, the group was invited to Vivien’s family flower farm in the north of Holland. Here, attendees were welcomed by her family for a tour of the fields and warehouses. The daffodil fields were in full bloom!
The 2026 Benelux Sales Mission underscores The Great American West’s continued commitment to the European market, also during challenging times. By combining targeted trade engagement with local experiences, the program strengthened existing partnerships and generated new opportunities for growth.
