Brand USA Newsletter - November 2016

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.  

Fall foliage and colder weather, meanwhile, is signaling the final months of 2016 – a year known widely as the U.S. - China Tourism Year. President Obama and Chinese President Xi Jinping designated the year about 12 months ago, in a concerted effort to celebrate and further develop tourism between the United States and China.

MegaFams

We held our first-ever U.S MegaFam for tour operators from China last month, 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. 

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.

And, a third 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 fall also heralds 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. 

As you can see, Brand USA continues to be the beneficiary of guidance by top-tier leaders in the realm of international tourism and travel.  

Pearl Harbor

Speaking of leaders, an 11-day commemoration in Hawaii will be held in December to honor what Tom Brokaw has labeled as our “greatest generation” – the men and women who epitomized American resilience and ingenuity, from the Great Depression through World War II, and the subsequent development of our modern society. The occasion is dedicated to remembering the 75-year anniversary of the attack on Pearl Harbor, December 7, 1941.

Peter Greenberg series

In this month’s episode of “Inside Travel With Peter Greenberg,” Peter Greenberg talks to two tourism experts about the experience they gained in coping with the aftermath of severe weather events and natural disasters. 

The two guests are Kim Priez, senior vice-president at the New Orleans Convention and Visitors Bureau, and Tony Cordo, executive director, Howard County (Maryland) Tourism and Promotion. They spoke about reviving tourism in their respective areas – after Hurricane Katrina devastated New Orleans, Louisiana in 2005, and after flooding overwhelmed Maryland’s Ellicott City’s historic downtown this past summer.

Opportunities

Wrapping up, I’d like to mention several opportunities for our partners, and invite them to get involved in our future programs by contacting their Brand USA partner representative.

• 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.

Thank you for supporting Brand USA programs. 

Together, we are marketing the USA!