For the fourth year in a row, Brand USA assisted in the strong federal presence at IPW, the travel industry’s premier international marketplace and major generator of travel to the United States.
The top U.S. government representative at IPW, Secretary of the Interior Sally Jewell, delivered keynote remarks during the lunch on Monday, June 20. Speaking to an audience of over 6,000 participants, Secretary Jewell discussed the role of travel and tourism in our nation’s economy and celebrated the National Park Service Centennial, the 100-year milestone of America’s national parks that focuses on connecting with and supporting the next generation of park visitors, supporters, and advocates. Secretary Jewell’s remarks came off the heels of the First Family’s visit to national parks in the days immediately preceding IPW.
At IPW 2016, “Federal Row” was rebranded as the Great Outdoors USA zone and featured record participation and attendance. In total, 10 federal agencies showcased abundant outdoor experiences throughout the United States and conveyed the scale of the network of federal, state, and local park partners that work to bring the great outdoors to people from all over the world. This multi-agency row of 28 booths also provided the stage for world-renowned Utah artist Eric Dowdle space to create an immersive mural that captured the beauty of our nation’s rich tapestry of cultural and outdoor life.
Also of note, U.S. Customs and Border Protection (CBP) Commissioner Gil Kerlikowske toured the show floor and joined the U.S. Travel Association press conference on Tuesday, June 21. He highlighted the diligent work of his agency in processing record numbers of visitors and extoled the virtues of Trusted Traveler Programs and technological solutions that enhance the security and efficiency of the entry process. Commissioner Kerlikowske made news by announcing that CBP recently enrolled its three millionth customer in Global Entry, bringing the number of enrollees in CBP Trusted Traveler Programs to five million.
IPW By the Numbers
A record of over 105,000 pre-scheduled business appointments were conducted between travel buyers and U.S. travel suppliers, who purchased over 1,300 booths. This year’s IPW delegate count represented a 20% increase since the last time the conference was held in New Orleans in 2002. Along with the usual strong showing of delegates from the UK, Canada, Mexico, Germany and France, this year’s IPW saw significant growth in delegates from China, Taiwan, South Korea, Chile, and Colombia.
According to Rockport Analytics, IPW 2016 is expected to generate more than $4.7 billion in future travel to the United States. In New Orleans alone, this year’s IPW is expected to generate $1.7 billion in economic impact and attract more than one million additional visitors over the next three years.
Brand USA is excited to report that IPW 2016 in New Orleans was one of the most successful IPW’s yet for the organization. Brand USA saw over 350 pre-scheduled appointments for the three-day IPW show and countless walk-up appointments with Brand USA staff and representatives across the world. In addition, well over 100 partner development meetings were held, including meetings with over 25 new potential partners.
During IPW, Brand USA saw around 10 media engagements and interviews with members of the press. On the social-media front, Brand USA generated over 80 tweets during IPW seeing hundreds of re-tweets. These digital impressions led to a 3% growth in online followers of Brand USA during the week of IPW.
For up-to-date information on IPW 2016, and for more information on next year’s IPW in Washington, DC, please visit IPW