The new programmes showcase a mix of outdoor experiences, lakeside escapes, vibrant cities and regional food and drink, further expanding Purely America's Midwest portfolio.

'A Week in Wisconsin' is a seven-day, six-night self-drive itinerary through the diverse heart of the state. 'Wonderful Wisconsin' is a curated road trip showcasing the best of the Badger State, starting and ending in the lakeside city of Milwaukee.

Andrew Bird, Director at Purely America, said: "Over the past few years, we have added exciting new Midwestern destinations and itineraries to match a growing interest to this diverse, affordable and inspiring region.

"The state of Wisconsin is an exceptional holiday destination because it perfectly blends vibrant outdoor adventure with comforting midwestern hospitality. Nature lovers can explore over 15,000 pristine lakes, the dramatic coastal cliffs of Door County, and the scenic trails of the Northwoods, which offer world-class boating, kayaking, and hiking.

"Beyond its landscape, the state boasts a rich culinary culture famous for legendary cheese curds, fresh lake-fish fries, and historic craft breweries. Whether you are seeking the thrilling water parks of the Wisconsin Dells, the thriving arts and festival scenes in Milwaukee and Madison, or a quiet lakeside cabin retreat, Wisconsin is the perfect USA getaway for every type of traveller."

The itineraries highlight Wisconsin's varied landscapes and experiences, from the shoreline of Door County and the forests of the Northwoods to the attractions of Milwaukee, Madison and Wisconsin Dells. Easily combined with neighbouring Midwestern states, Wisconsin is well suited to fly-drive holidays and longer regional itineraries.

The expanded programme gives UK travel agents more choice when creating tailor-made USA holidays beyond the country's best-known destinations.