Letter From the President & CEO
Dear Friends and Partners,
Spring has definitely arrived in Washington, DC. The cherry blossoms are in full bloom and as we see the multitude of tourists along the tidal basin we are reminded again of the importance of what we do as the destination marketing organization for the USA. We reported on our efforts last month at our regularly scheduled Governance & Nominating Committee, Marketing Committee, and Board of Directors meetings. Thank you to everyone who was able to join us for the public sessions. If you were unable to attend, you can view the presentations and recorded sessions on the Brand USA website here.
At these meetings, we welcomed our newly appointed and reappointed board members. As you recall, Brand USA is governed by an 11-member Board of Directors appointed for a maximum of two consecutive three-year terms by the U.S. Secretary of Commerce in consultation with the U.S. Secretary of State and the U.S. Secretary of Homeland Security. Designated members have leadership experience and expertise in specific sectors of the travel industry including: hotel accommodations; restaurant; small business or retail; travel distribution services; attractions or recreation; state tourism office; city convention & visitors bureau; passenger air; land or sea transportation; and immigration law and policy.
The newly appointed and reappointed members include:
- Paul Brown, chief executive officer, Inspire Brands (newly appointed, representing the restaurant sector.)
- Kristen Branscum, commissioner, Kentucky Department of Tourism (newly appointed, representing the state tourism office sector.)
- Kyle Edmiston, chief operating officer, Lake Charles/Southwest Louisiana Convention & Visitors Bureau (reappointed, representing the city convention & visitors bureau sector and previously represented the state tourism office sector.)
- Mark Hoplamazian, president and chief executive officer of Hyatt Hotels Corporation (newly appointed, representing the hotel accommodations sector.)
During the Board of Directors meeting, the board also approved members to officiating positions and committees. You can view the full list of confirmed committee assignments here. We look forward to much accomplish and success in the year ahead.
In March, we also hosted our first-ever Brazilian MegaFam. In partnership with Copa Airlines, we hosted 60 travel agents and five tour operators from all regions of Brazil with the objective of developing new products and increasing expertise when selling U.S. destinations to Brazilian travelers. The trip had five exciting itineraries for our guests who visited many diverse U.S. destinations such as: Illinois, Iowa, and Wisconsin; Louisiana, Alabama, and Georgia; California and Nevada; Washington, DC and Pennsylvania; and Colorado and Florida. After traveling through one of five itineraries, the agents gathered together for the MegaFinale celebration in Kissimmee, Florida, where they had the opportunity to share their travel experiences, visit new properties, and experience the city's highlights.
Brand USA's MegaFam program began in 2013 with the objective of prompting the diverse destinations and travel experiences available throughout the United States. Now, with the addition of the Iowa itinerary, Brand USA officially has taken a MegaFam to all 50 states and the District of Columbia. We couldn't have accomplished this important milestone without the generosity of our partners. Thank you for your ongoing support.
We are expanding our "Hear the Music, Experience the USA" campaign which amplifies the power of American music to promote U.S. destinations to international travelers. Two songs - “What I Like About You” by The Romantics and “Boogie Shoes” by KC and the Sunshine Band - have been chosen for their universal positive message which appeals to and unites listeners across borders and cultures.
These are only a few of the initiatives we will be showcasing at the U.S. Travel Association’s IPW in Anaheim, California on Saturday, June 1 through Wednesday, June 5, 2019. We are proud to be the premier partner for this exchange which is projected to bring $4.7 billion in future travel revenue to the USA. We hope to see you on the tradeshow floor!
Finally, supplier registration closes Tuesday, April 30 for our inaugural Brand USA Travel Week. Taking place September 9-13, 2019 in London, this innovative platform encourages U.S. suppliers to engage with key buyers from the United Kingdom and Europe through an exclusive series of B2B meetings, educational opportunities, and consumer initiatives. As an immersive celebration of the United States and an entirely new way to showcase U.S. travel experiences, Brand USA Travel Week will complement our partners’ strategies for connecting with the travel trade. For those partners still pondering whether to attend, we only have a few spots left. For more information, I encourage you to click here.
I hope this April Industry Newsletter provides examples of all the creative and innovative work we’re doing to promote the United States around the world. As always, Brand USA remains focused on continually adding and creating value for our partners. And, we sincerely appreciate your ongoing support.
Together, we are marketing the USA!
______________________________
Christopher L. Thompson
President & CEO
Brand USA