Brand USA Partners with Interamerican Network to Strengthen Tourism Promotion in Brazil
WASHINGTON, D.C. (December 17, 2024) — Brand USA, the destination marketing organization for the United States, has selected Interamerican Network as its official representative in Brazil for public relations and travel trade services, beginning January 2025.
Interamerican Network is a public relations and marketing agency specializing in the travel and tourism industry. The agency will collaborate with Brand USA to spotlight the diversity of U.S. destinations and experiences and implement the strategic vision laid out by Brand USA's expanded leadership team.
"Our expanded leadership team is working to develop innovative strategies to grow U.S. market share, strengthen our organization, and create new opportunities for the travel industry," said Fred Dixon, President and CEO of Brand USA. "This collaboration with Interamerican Network reflects our ongoing commitment to engaging international travelers and showcasing the extraordinary experiences the United States offers."
Brazil continues to be a key market for U.S. tourism. In 2023, 1.6 million Brazilians visited the USA, contributing $8.3 billion to the economy. As of November 2024, visitation had risen 18% year-over-year to 1.68 million visitors, with a full-year forecast of 1.8 million travelers.
"This is a pivotal moment to elevate lesser-known, beyond the gateway destinations and showcase the extraordinary diversity of experiences the United States offers. By utilizing strategic storytelling and media engagement, we aim to enhance the USA's dynamic appeal to Brazilian travelers." said Chris Heywood, SVP of Public Relations and Chief Communications Officer.
Malcolm Smith, SVP, Global Markets and Chief Trade and Product Development Officer at Brand USA, added: "This partnership presents an incredible opportunity to deepen our engagement with Brazil's travel trade industry by fostering stronger relationships with key stakeholders and will allow us to better showcase product that resonates with Brazilian travelers."
“We are deeply grateful to AVIAREPS Brazil for their unwavering dedication and exceptional representation over the past seven years. Their efforts have been instrumental in strengthening our presence and building meaningful partnerships in Brazil,” said Jackie Ennis, Vice President of Global Trade Development at Brand USA.
Brand USA is the result of a public-private partnership by the United States to lead a coordinated marketing effort to promote the Country as a travel destination. The organization estimates that promoting international travel to the U.S. generates more than one million jobs annually in various sectors of the economy.
Over the past 11 years, Brand USA's marketing efforts have brought 8.7 million incremental visitors, nearly $28.8 billion in incremental spend, more than 36,800 incremental jobs supported each year, $8.3 billion in federal, state, and local taxes, and nearly $63 billion in total economic impact, according to studies by Oxford Economics.
"We are very excited about the new partnership and ready for the challenge. Interamerican Network's core business is destination marketing, and we now embrace the mission of bringing to Brazil everything that the USA has to offer in terms of culture, gastronomy, leisure and travel", concludes Danielle Roman, CEO at Interamerican Network.
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About Brand USA
Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act as the nation’s first public-private partnership to promote the United States as a premier travel destination and to communicate U.S. travel policies and procedures to worldwide travelers. The organization’s mission is to increase international visitation to the United States in order to fuel the U.S. economy and enhance the image of the United States worldwide. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA. According to studies by Oxford Economics, over the past 11 years, Brand USA's marketing efforts have generated 8.7 million incremental visitors, nearly $28.8 billion in incremental spend, more than 36,800 incremental jobs supported each year, $8.3 billion in federal, state, and local taxes, and early $63 billion in total economic impact.
For industry or partner information about Brand USA, visit TheBrandUSA.com or follow us on Facebook, LinkedIn, and X/Twitter. To discover more about the USA and the boundless diversity of American travel experiences and authentic, rich culture, please visit Brand USA's consumer website VisitTheUSA.com; follow Visit The USA on Facebook, TikTok, and Instagram; and watch travel shows on GoUSATV.
