First, some exciting news: We have rolled out our new, enhanced Brand USA website for global consumers. It still has the same name, VisitTheUSA.com; however, the site now features easier navigation, state-of-the-art technology, and a capacity for personalization – all designed to provide travelers around the world with inspirational, informative content that conveys the limitless possibilities for travel in the United States.
U.S. – China Tourism Year
December marked the end of a year known widely as the U.S. - China Tourism Year. President Obama and Chinese President Xi Jinping designated the year about 15 months ago, in a concerted effort to celebrate and further develop tourism between the United States and China.
The Tourism Year focused on mutually beneficial enhancement of travel and tourism experiences, cultural understanding, and appreciation of natural resources within the travel industries of both countries and among U.S. and Chinese travelers.
MegaFams
We held our first-ever U.S MegaFam for tour operators from China in October, in tribute to this momentous year. United Airlines, now marking 30 years of service to China, was a major partner for this far-reaching event. The 50 tour operators who participated were each assigned to one of five itineraries, which collectively spanned the country, and then assembled in San Francisco, California for the event finale.
The fourth annual UK MegaFam was held in May in partnership with American Airlines and British Airways. Brand USA provided seven itineraries for travel agents, exploring a total of 18 U.S. states. The finale was hosted in Hunting Beach, California, where all agents experienced a grand show-and-tell event, enabling them to hear first-hand about all seven of the itineraries and the unique experiences available across the USA.
September marked our third annual MegaFam from Austria, Germany, and Switzerland. We hosted 80 travel agents with our airline partners at Lufthansa and United Airlines. The finale occurred in our hometown, Washington, D.C.
A fourth Fam tour—not quite the scale of a MegaFam, but valuable nonetheless, which went from the end of September into the beginning of October, was held for 30 Korean travel agents. The finale for this event was in Lake Tahoe, Nevada.
New board chair
This past fall also heralded a change in leadership of Brand USA’s board of directors. Tom Klein is the new chair, taking over for Arne Sorenson who will continue to serve on the board.
Tom, an original member of our board, is president and CEO of Sabre Corporation, a leading technology company for the global-travel industry. Arne, who will still serve his second term as a member of the board, is president and CEO of Marriott International. He was also recently selected as Washington Business Journal’s CEO of the year.
Brand USA continues to be the beneficiary of guidance by top-tier leaders in the realm of international tourism and travel.
Opportunities
Wrapping up, I’d like to mention a few recent opportunities we have made available to our industry partners. These are an illustration of the type of media opportunities that Brand USA unlocks to give the U.S. travel industry another stage to share their story to the world.
- Brand USA and BBC International are joining forces again. This time, it’s to produce a series of video vignettes about U.S. music and pop culture.
- Brand USA has teamed up with STA Travel, a global company that develops travel products for students and young adults. STA Travel typically sends more than 6 million travelers each year off on their adventures.
- Brand USA is working with Thomas Cook to activate a marketing system, called “USA Everywhere,” which holds data about millions of Thomas Cook customers across Europe who are inclined to visit the United States.
Together, we are marketing the USA!
Christopher L. Thompson,
President & CEO