Inspiring Consumers

Re-Engaging Chinese Travelers: Brand USA Kicks off 'Experience It All' Campaign in Market

Last month marked the launch of Brand USA's highly anticipated consumer campaign, Experience it All, in China. Marking a significant step toward re-engaging with travelers in the Chinese market, this initiative offers consumers a glimpse into the diverse and exciting experiences available across the United States.

Experience It All is designed to remind travelers regardless of their interest or desire, they can experience it all right here in the USA. It will inspire travelers to immerse themselves in the myriad experiences by evoking the emotions and connections forged through unforgettable travel experiences. This marks Brand USA’s first paid campaign in China since before the pandemic, reflecting a commitment to reigniting interest in U.S. travel among Chinese consumers.

The campaign will run from May through July 2024, peak travel planning months for Chinese tourists. Prominent platforms such as Ctrip, Fliggy, WeChat, Weibo, Red, and for the first time Douyin have been strategically selected to ensure maximum reach and engagement with target audiences. By leveraging partnerships with key vendors, including iPinYou, China Union Pay, Fliggy, Ctrip, WeChat, Weibo, Red, and Douyin, the campaign will make a significant impact in the Chinese market.

In tandem with the new consumer campaign, Brand USA has unveiled a social media ecosystem expansion in China to include new channels like Red, Douyin, and WeChat’s Mini-Program and video channel. Embracing these new channels as part of the always-on strategy allows for greater reach and greater impact.

The newly launched WeChat Mini-Program is designed to integrate booking services more seamlessly into users' daily routines. This innovative approach minimizes friction in the booking process, enhances the user experience, and fosters increased engagement with our content. Additionally, the Mini-Program will serve as a content hub and trusted information center, providing users with valuable travel tools, trip inspirations, and the ability to save content for future trip planning. 

Red and Douyin are two dynamic platforms that have become integral for brands targeting Chinese audiences. Expanding the Visit The USA presence to these channels helps to ensure USA travel inspiration and information is available across all influential platforms. The partnership with Red includes collaboration with influential travel creators (KOLs), including the esteemed Chinese mega-celebrity influencer Kiki. With over 3.2 million followers on Red and an extensive social media presence, Kiki's captivating travel videos will help to inspire millions of Chinese travelers to explore the wonders of the United States.

The timing of both initiatives was planned to coincide with the U.S.–China Tourism Leadership Summit, held from May 21-23 in China, during which the country’s tourism attention was centered on the United States.
 

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Educating the Industry

Brand USA and U.S. Government Bring Industry Leaders to China for Tourism Summit; Paves Way for Increased Chinese Visitation

Brand USA, the U.S. Department of Commerce, and the Ministry of Culture and Tourism of the People’s Republic of China, hosted the 14th U.S.–China Tourism Leadership Summit in Xi’an, China, from May 21-23, 2024. The event brought together United States and Chinese government officials and travel industry leaders to foster the return of Chinese visitors to the United States.

Brand USA President and CEO Chris Thompson highlighted the significance of the return of Chinese travelers for the U.S. tourism economy, “The return of Chinese visitors is critical for the U.S. tourism industry and essential for the full recovery of our economy. The 14th U.S.–China Tourism Leadership Summit plays a crucial role in revitalizing this vital market segment.”

“Travel and tourism supports 9.5 million American jobs,” said Assistant Secretary of Commerce for Industry and Analysis Grant T. Harris. “The U.S.-China Tourism Leadership Summit provided an important opportunity to further the Department of Commerce’s mission to enhance the international competitiveness of the U.S. travel and tourism industry. Through our participation, we hope to see more Chinese visitors experience the United States, which will support jobs and economic growth in communities across the country.”

The summit laid the groundwork for enhanced relations between the United States and China within the travel industry, encouraging collaboration among key stakeholders and charting a path forward for the future of tourism between the world’s two largest economies. This three-day event, occurring for the first time since 2019, facilitated deeper insights into conducting business within the Chinese tourism market while providing opportunities for forging new connections with influential decision-makers.

The U.S. delegation was led by U.S. Assistant Secretary of Commerce for Industry and Analysis Grant T. Harris, along with Brand USA’s President and CEO Chris Thompson. The 75-person contingent also included high-level leaders from across the U.S. government as well as prominent tourism organizations from across the USA. The delegation included representation from the following organizations: Destination DC, Destination Niagara USA, Discover Puerto Rico, Guam Visitors Bureau, Hawaii Tourism Authority, Hilton Worldwide, International Inbound Travel Association, Los Angeles Tourism & Convention Board, Marriott International, Mastercard, New York City Tourism + Conventions, San Francisco Travel Association, Travel Oregon, Travel South USA, U.S. Travel Association, Visa, Visit California, Visit San Diego, and Visit Seattle.

“The 14th U.S.—China Tourism Leadership Summit marked a significant milestone in our efforts to strengthen the tourism bridge between our two nations. The insights and collaborations developed during this event were essential for fostering mutual understanding and economic growth. It is great to have restarted the summit and be back in this market after six years as we reunite with our colleagues from the Chinese government and travel industry,” said Todd Davidson, President and CEO of Travel Oregon and chair of the Brand USA board of directors.

The Chinese delegation was led by State Councilor Yiquin Shen, Chinese Minister of Culture and Tourism, Sun Yeli, and Shaanxi Party Secretary, Zhao Yide.

On May 21, Brand USA organized a market immersion day to orient U.S. travel industry leaders on China’s business environment and macroeconomic outlook, consumer insights, trends in travel and media, and federal policy updates. This education session also brought the delegation together with the founders and leaders of many of the primary Chinese travel and social media channels.

The joint Plenary Day on May 22 began with an opening ceremony featuring speeches from Sun Yeli, Minister of Culture and Tourism of the People’s Republic of China (PRC), and Grant Harris, Assistant Secretary for Industry & Analysis, who also read congratulatory letters from PRC President Xi Jinping and U.S. President Joseph R. Biden. Keynote speeches from industry leaders Chris Nassetta, President & CEO of Hilton Worldwide, and Chris Clark, Chairman for Asia Pacific at Visa Inc., set the stage for bilateral panel discussions on the future of tourism between China and the United States. More than 25 memoranda of understanding to deepen cooperation and increase travel flows were signed between U.S. and Chinese corporate and destination marketing entities.

The Chinese tourism market is significant for the global travel industry. Prior to the pandemic, China was a top-five market for visitors to the United States and the top source of international traveler spending. In 2019, nearly 80 million visitors to the U.S. spent about $235 billion, with 3 million Chinese visitors contributing $35 billion. These export revenues create quality U.S. jobs, support public services, and contribute to a positive balance of trade.

There are promising signs of recovery for Chinese visitation to the United States. Weekly flights from China are forecast to increase to 140 by the end of the year, compared to 65 in January 2024. To capitalize on this lucrative market and build the long-term future of the international visitor economy, this month Brand USA launched a high-profile consumer marketing campaign called “Experience It All”, showcasing the diverse attractions and experiences the USA offers Chinese travelers. The campaign will run during peak travel planning months for Chinese travelers and will be on a variety of trip planning, social media, and online travel agency platforms including Xiaohongshu [RED], Ctrip, Fliggy, Douyin, and a mini-program on WeChat. 

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Brand USA Elevates U.S. Tourism on a Global Stage at IPW 2024

As the premier sponsor of the U.S. Travel Association's IPW 2024, Brand USA staff is thankful, excited, and maybe even a little exhausted when thinking about the success of this year's event in Los Angeles, California. With a robust agenda and a series of impactful engagements, from a three-hour enrichment session to one-on-one meetings, Brand USA helped to move the needle on future international tourism to the U.S. 

One of the most enlightening events for attendees was Brand USA’s Global Trends and Market Insights. During the standing-room only educational session, U.S. partners were presented with the latest research from which they could glean invaluable insights as well as travel trends and key market updates directly from Brand USA’s boots on the ground. Be sure to check out the key research takeaways in the Research and Insights section of this newsletter. A recording of the full presentation and a downloadable deck can be found here. 

Brand USA President and CEO Chris Thompson, delivered his final press conference, marking the end of over a decade leading the nation’s destination marketing efforts. Chris highlighted the resilience of the U.S. international inbound travel industry and the ongoing efforts to elevate the country's standing in the global tourism market. Read Brand USA’s IPW 2024 press release to learn more. 

Another memorable moment of IPW 2024 was the Brand USA-sponsored lunch, where attendees were treated  to the iconic sounds of the American rock band Dogstar. The lunch also featured a heartfelt tribute and industry thank you to Chris Thompson for his impact and leadership. Chris was touched by the standing ovation and the overall atmosphere in the room. You can watch the video tribute here.

The Brand USA booth was busy throughout the week with leadership, staff, and representatives participating in over 700 meetings with international and domestic media, buyers, suppliers, and potential partners. These engagements were instrumental in forging new partnerships, strengthening existing relationships, and promoting the United States as a premier travel destination. Read our IPW 2024 By the Numbers press release.

Congratulations to the U.S. Travel Association team for producing an amazing IPW 2024. More than 5,700 delegates, including 2,000 buyers and media from nearly 70 countries, all gathered to explore and expand travel opportunities to the United States. 

While the face of Brand USA will look a little different next year, the team is excited to see you all at the other end of Route 66 in Chicago for IPW 2025!

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Brand USA Hosts Inaugural Canada MegaFam

In April, Brand USA hosted its first-ever Canada MegaFam, marking a significant step toward enhancing its presence and impact in the Canadian market. Fifty-five travel agents from seven different provinces across Canada participated in this immersive experience, which showcased the diversity and appeal of U.S. travel destinations.

The MegaFam featured six unique itineraries, offering a comprehensive tour of 25 U.S. destinations stretching from coast to coast. 

By investing in this market through travel trade initiatives, Brand USA aims to solidify the United States as a top destination for Canadian travelers. As the number one source for international visitation to the United States, Canada represents a critical demographic for the U.S. travel industry. Jackie Ennis, Brand USA vice president of global trade development, and Casey Canevari, senior manager of global trade development in Canada, highlighted in a video interview, “We are working to help Canadians discover that while they may have been to the United States before, they honestly don’t know the United States. There are so many unique and exciting experiences waiting to be explored.”

Brand USA is committed to advancing diversity, equity, and  inclusivity in the tourism industry. Small and minority-owned businesses are the backbone of local economies across the United States, offering unique products, services, and cultural experiences that enhance the travel experience for visitors. During the Canada MegaFam, over 50 small and minority-owned businesses in the U.S. were visited. 

The feedback from participating agents was overwhelmingly positive, citing the valuable insights they gained and how the visits helped deepen their knowledge of U.S. destinations. One agent remarked, “I learned so much about our southern neighbor. I cannot wait to continue to explore the U.S. myself and help my clients plan their American Dream adventures!”

The success of the first Canada MegaFam sets a promising precedent for future initiatives to foster more robust tourism and deepen connections between Canadian travelers and the diverse destinations within the United States. 

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Brand USA Upgrades USA Discovery Program with Enhanced User Experience and Accessibility  

The USA Discovery Program is a vital training and sales enablement platform designed specifically for travel agents experts offering extensive resources, training modules, and sales tools through a user-friendly platform available on both web and mobile apps. By using the USA Discovery Program, travel agents can earn badges and become certified as experts in their knowledge of a destination. 

One of the most notable new features is the integration of the Sales Companion app, a direct pipeline of training and sales collateral for travel agents, enhancing their selling capabilities. The new MicroLearning modules includes  a post-graduate RETAIN module with summary bullet points, aiding memory retention and client information sharing. The platform also introduces a B2C showcase that shines a spotlight on new partners, making it a breeze for travel agents  to share and initiate conversations with clients. 

The new Learning Management System (LMS) is a breeze to navigate and allows users to easily track their progress as they work to complete training modules. Providing native apps for mobile phones and tablets allows travel agents the ability to access the program anytime, anywhere. And to top it off, behavioral automation will send automated messages to encourage users to continue training and using the platform, helping to increase engagement and conversion rates.

The USA Discovery Program ensures that travel agents remain engaged and equipped to sell U.S. travel products effectively, and this upgrade will make it easier for agents to have the tools, knowledge, and incentives they need to promote and book travel to U.S. destinations.

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Brand USA Video Storytelling Awards Submission Now Open 

Brand USA is excited to announce the 2024 Video Storytelling Awards submission process is now open! Brand USA’s VideoStorytelling Awards celebrate the incredible work of DMOs across the United States utilizing the power of video storytelling to captivate and inspire travelers.

Key Dates to Remember:

• Submission Deadline: July 1, 2024
• Award Ceremony: U.S. Travel's ESTO, August 11-13, 2024

All U.S.-based DMOs can participate by submitting their best video series or films. This is a fantastic opportunity to gain recognition for your creative efforts and share your destination's unique story with a broader audience.

How to Submit
Participating in the 2024 Brand USA Video Storytelling Awards is simple. Submit your entry by sending a link to your video series or film to [email protected] by the submission deadline on July 1, 2024.

Judging Criteria
We look for the best in video storytelling. This means compelling and entertaining content that inspires travelers to visit the US. The judging criteria can be found here. 

We look forward to seeing your amazing work and celebrating the outstanding talent in destination marketing. 

For more information, to see a list of previous award winners, and to meet the judges, visit thebrandusa.com/storytelling. Questions? Contact Casey D’Ambra, director of content, at [email protected].