Brand USA Newsletter - November 2019

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Letter From the President & CEO

With the holiday season fast approaching, we reflect on our successes and learnings of the past year as we look to what comes next. On Nov. 13, we welcomed our Board of Directors back to Washington, DC. At this meeting we offered our thanks and expressed our appreciation to Barbara Richardson and Andrew Greenfield who are ending their tenure with the board. The board also elected a new set of officers, including a new chair, John Edman; vice chairs, Mark Hoplamazian and Alice Norsworthy; and treasurer, Kyle Edmiston.


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Brand USA November Board Meeting – New Board Leadership and Successful Programs

Brand USA's board of directors met on Wednesday, Nov. 13, at Brand USA headquarters in Washington, DC. The board elected a new chair and vice chair and bid farewell to two long-serving members. The board also received glowing reports about the inaugural Brand USA Travel Week Europe and the annual U.S. — China Tourism Leadership Summit. Additional conversations included a 2020 market outlook, a discussion about Brand USA efforts in India, and updates about marquee marketing efforts. A recording of the board meeting is available here.

U.S. and Poland directional street sign

Travelers from Poland May Now Visit the USA Without a Visa

Poland has become the 39th market to be designated for inclusion in the Visa Waiver Program (VWP), effective Nov. 11, 2019. Citizens and nationals of Poland are now eligible to visit the United States for tourism and business purposes for up to 90 days without obtaining a U.S. visa. Under the VWP

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Compliance Date for REAL ID Act Is Edging Closer

The U.S. Department of Homeland Security (DHS) is reminding travelers that they must present a REAL ID-compliant driver’s license by Oct. 1, 2020 to board a federally-regulated aircraft, or access federal facilities in the United States. REAL ID-compliant identification is marked with a star in the


Now Streaming: Brand USA Launches Giant Screen Film “America’s Musical Journey” on GoUSA TV

WASHINGTON, DC - NOV. 21 2019: Brand USA, the destination marketing organization for the United States, announces the global streaming launch of “America’s Musical Journey,” presented in partnership with Expedia Group and Air Canada, on Brand USA’s travel entertainment network, GoUSA TV. The film, which first premiered in IMAX® and giant screen theaters in 2018, stars Grammy Award®-nominated singer and songwriter Aloe Blacc. Throughout the film, Blacc takes audiences on a cross-country adventure exploring the musical heritage of the United States and the cultural cities where American music was born. To celebrate the streaming launch, Brand USA will host premiere events in New Delhi and Mumbai, India, on Nov. 19 and Nov. 21, respectively.

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Aaron Wodin-Schwartz Promoted to Senior Vice President, Communications and Public Policy

Long-time Brand USA team member, Aaron Wodin-Schwartz, has taken on the new role of senior vice president of communications and public policy. In this capacity, Aaron will lead and manage a multi-function team responsible for the development, execution, and outreach for public policy and corporate communications. The purpose of this work is to promote and advance Brand USA's mission and raise visibility worldwide for the organization, build community engagement, and respond to requests from these stakeholders regarding the organization and its successes. The senior vice president functions as a liaison with all levels of government and key stakeholder organizations, and also focuses on strategic engagement and communications surrounding Brand USA’s programs, including media and other corporate communications channels.

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Brand USA hosts 13th annual U.S. – China Tourism Leadership Summit in Seattle, Washington

SEATTLE, WASH. - SEPT. 19, 2019: Brand USA, the destination marketing organization for the United States, joined the Ministry of Culture and Tourism of the People's Republic of China, to host the 13th annual U.S. – China Tourism Leadership Summit in Seattle, Washington, from September 18-20. The summit is the marquee opportunity to build and strengthen relationships between U.S. and Chinese travel and tourism industry leadership and government officials. Participants emphasized the important contribution of travel and tourism to the world's two largest economies

Brand USA Travel Week Europe 2019 ribbon cutting

Brand USA announces future locations for Brand USA Travel Week Europe Initiative and Expansion of USA Discovery Program

LONDON - SEPT. 9, 2019: Today, during the opening address at the inaugural Brand USA Travel Week Europe, taking place Sept. 9-12, 2019, Brand USA, the destination marketing organization for the United States, revealed that the United Kingdom, Germany, France, and the Netherlands are the countries chosen to host the game-changing initiative between 2020 and 2025. Once again, the event will be an immersive celebration of the United States, showcasing the diverse range of travel experiences available throughout the 50 states, five territories, and the District of Columbia. In 2020, the event will once again be held in London, the United Kingdom's capital city

Global Offices Updates

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New Global Initiatives & Highlights from Partner Programs

Brand USA has partnered with Nine, Australia’s largest, locally-owned media company, to launch a campaign featuring five Brand USA partners: Colorado, Hawaii, Nevada, Oregon, and Utah. Media from this campaign features a dedicated segment in a digital interactive story, inclusion in a print 4-page wrap edition of Traveller (a Nine media publication), and inclusion in a double-page spread Traveller story with ads. This campaign is currently running through December 2019.

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Spain Office Update

Brand USA Spain staged a “Homecoming 2019” to offer 40 members of the travel trade industry in Spain a firsthand view of the traditional U.S. high school homecoming event – complete with a disc jockey, dancing, fruit punch, and food.

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South Korea Office Update

Top senior executives of eight major Korean travel agencies experienced Brand USA’s first ever VIP familiarization tour of the East Coast of the United States, offering them firsthand knowledge that will enable them to encourage their clients to visit the USA.

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India Office Update

Brand USA hosted its eighth annual sales mission to India, Sept. 22-27. Fifty-five delegates representing 40 U.S. suppliers participated in the mission, which included visits to Chennai, Mumbai, and New Delhi. Overall, the delegates met with more than 820 Indian buyers and 80 media representatives during the trip.

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India Office Update

Brand USA Trains Hundreds of Travel Agents throughout India Nearly 860 agents across nine cities in India have completed training through Brand USA’s Discover USA educational seminars, learning about diverse travel experiences to the United States. Brand USA educated the agents – from Ahmedabad

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China Office Update

Chinese Tour Operators Design Themed Itineraries for Travelers to USA Brand USA China recently invited local tour operators and travel agencies to come up with new ideas for U.S. itineraries, by introducing the first “U.S. Travel Itinerary Design Competition” on its B2B WeChat social-media platform

Brand USA Travel Week Europe 2019 - Delegate Appointments

United Kingdom & Ireland Office Update

Brand USA Successfully Launches Travel Week Europe Brand USA’s inaugural Travel Week Europe was held this past September at London’s County Hall. The event drew nearly 100 destination, hotel, and attraction partners among others, and almost 200 buyers from across Europe. Brand USA Travel Week was

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Japan Office Update

Brand USA Showcases the United States at Travel Trade Event in Japan Brand USA Japan joined in this year’s Tourism Expo Japan 2019, the largest tourism trade fair in Japan which attracted 150,000 visitors during the four-day event. Nearly 50,000 trade professionals participated in the trade event

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Netherlands Office Update

Five key tour operators from the Netherlands enjoyed a tour of unique destinations in Pennsylvania and New England on a recent Brand USA Product Manager Fam, as part of the destination marketing organization's efforts to create awareness of the diverse travel experiences throughout the United States.

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South Korea Office Update

South Korea 10th Year Inclusion in Visa Waiver Program Celebrated The U.S Embassy in South Korea commemorated the 10th anniversary of Asian country’s participation in the Visa Waiver Program (VWP). The event - held on February 27 at Habib House, the residence of the U.S Ambassador to the Republic of

Market & Consumer Campaigns


November through January, Brand USA has consumer campaigns running in Australia, Brazil, Canada, Chile, China, Colombia, France, Germany, India, Japan, Mexico, South Korea, Sweden, and the United Kingdom. 

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Dates to Remember

RFI / RFP Opportunities
Brand USA provides open competition in awarding contracts to support our operations and marketing efforts. If you have the passion to promote the United States as a diverse travel destination, please click here for available opportunities.
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