Brand USA Newsletter - March 2020

🇨🇳 China

In January 2020, Brand USA organized a half-day training workshop in Chengdu, the capital city of Southwest province Sichuan. Named the “American Foodie Tour- Wine, Beer, Spirits and Food”, the workshop focused on the culinary experiences for Chinese visitors. The aims are to further stimulate in-depth product development as well as to promote Brand USA B2B WeChat program.

Tier one and tier two markets are the bread and butter source market for the U.S. inbound business. After years of cultivation, Chinese travel trade has obtained general knowledge on U.S. destinations and attractions. To promote the diversity of U.S. destinations and experiences, and meet the needs of China consumption upgrade, Brand USA China has been using innovative ways to engage travel trade and encourage new product development. Forty-five agents from twenty-eight local tour operators/agencies/OTAs/high-ends tailor-made agencies attended this event.

Led by Principal Commercial Officer Francis Peters, a team of 4 officers and staff from Consulate General in Chengdu joined the workshop, delivering speeches on welcome. A guest speaker gave a presentation about American wine, beer, and spirits. Brand USA also delivered a quick overview of American wine, beer, spirits, and food-based on the U.S. Discovery Program; and promoted Brand USA B2B WeChat as well as two mini-programs. After that, all participating U.S. partners gave a short presentation introducing their destinations and products. At the end of the workshop, all audiences joined a group competition based on what they learned during the day. The final winner was entitled The Promotion Ambassador of the Day. The feedback was very positive and all felt this interactive workshop quite fruitful.

U.S. Partners including Capital Region USA, Choose Chicago, Empire State Building Observatory, Explore Minnesota, Hainan Airlines, New York State Division of Tourism, Sea World Parks & Entertainment, United Airlines, and Visit California participated in the workshop.