Brand USA Newsletter - July 2019

USA Discovery Program Introduced to German-Speaking Travel Markets

Brand USA is expanding its award-winning travel agent training program, USA Discovery Program, to Germany-speaking markets.

In the coming months, the Brand USA Germany team will work with the travel trade, travel media and Visit USA Committees in Germany, Austria, and Switzerland to promote the program - a travel trade tool for training agents on the unique and diverse travel experiences in the United States.

The launch in Germany is critical to Brand USA’s travel trade initiatives as agents in Germany, Austria and Switzerland are vital partners in promoting and selling travel experiences to the United States.  In Germany, for instance, around 60 percent of all bookings are made offline and a high percentage of those are booked through one of the nearly 10,000 German travel agencies.  That bookings number is even higher for long-haul travel.

Currently, the USA Discovery Program is operational in the United Kingdom, Ireland, India, Australia, New Zealand, Canada, China, Brazil, and Mexico.

In Fiscal Year 2020, Brand USA plans to collaborate with German-speaking tour operator partners to promote the program through different co-op campaigns.