Spain Tour Operator and Travel Agent Trainings
Between September and December 2019, Brand USA Spain hosted two roadshows and a webinar series. These activities presented professionals, from the Spanish tourism industry, with the opportunity to learn more about the assets that Brand USA has to offer, including the new itineraries which are being promoted alongside the online USA Discovery Program.
Brand USA partnered with two major tour operators in Spain, Catai and TUI, in order to maximize the reach of the trainings which took place in several second-tier Spanish cities. The cities visited during the roadshow were; Huesca, Valencia, Sevilla, A Coruña, Málaga and Santander. By the end of the first roadshow approximately 185 travel agents had been informed about Brand USA’s assets, the new itineraries they are offering and the USA Discovery Program.
The second roadshow staged by Brand USA Spain, in participation with the CEAV (Spanish Association of Travel Agencies), took place in Bilbao where 85 travel agents were in attendance. This roadshow provided travel agents with the opportunity to network and gain more insight about Brand USA.
As part of Brand USA’s co-op campaigns with Nautalia, Viajes El Corte Ingles and Las Vegas Convention and Visitors Authority (LVCVA) they conducted two webinars with their travel agent network. These webinars reached a total of 335 travel agents. An added benefit arose when Brand USA Spain were provided with the opportunity to conduct a series of 4 webinars with B the Travel Brand, reaching an additional 196 agents within the Spanish market.
Overall, the last quarter has been heavily focused on the training of agents all over Spain, with emphasis on the second-tier cities that also represent a high volume of traffic to the destinations. We will continue with this strategy to keep the destination top of mind and increase the awareness from the different assets provided by Brand USA: travel trade website, itineraries and most importantly the USA Discovery Program in the market.