Noel Irwin Hentschel
Brand USA Board Member
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Noel Irwin Hentschel is chairman, CEO, and co-founder of AmericanTours International (ATI), America's largest privately held, American-owned, visit USA tourism and marketing organization. Dually headquartered in Los Angeles, Calif. and Orlando, Fla. with regional offices in New York City, N.Y., and Hawaii, ATI was founded in 1977 and today serves nearly one million visitors and generates over $3 billion into the U.S. economy annually.

Hentschel and ATI revolutionized the inbound tour operator industry from the moment they opened their doors and continue to do so today, setting standards for quality of service, product innovation, and technological expertise. In its early years, ATI created and operated the first seat-in motorcoach tours and DriveAmerica fly-drive itineraries specifically marketed to international travelers. Today, ATI distributes wholesale hotel and attraction inventory from some 30,000 suppliers across all 50 states to clients in over 70 international markets.

Hentschel is a prominent voice for public policy issues that affect the tourism industry. She served six recurring terms on the U.S. Travel and Tourism Advisory Board and in 2018 was appointed to the board of directors of Brand USA. In 2007, Hentschel worked with U.S. and Chinese government officials to implement Approved Destination Status (ADS) for the United States. In 2008, ATI opened a representative office in Beijing to promote tourism to all 50 U.S. states and territories.

Hentschel also works with business and government to respond to humanitarian needs, including those that can be enriched through travel. Inspired by working with mentor Mother Teresa, in 1989 she established The Noel Foundation, focusing on women as untapped resources in developing countries and in America’s inner cities. Partnering with the Urban League and ATI, the Foundation established the “Education through Travel” program that takes inner city youth across the United States to witness the majesty of its national parks and to learn the history of their nation. The foundation also partners with the Hashemite Social Development Fund to help train young men and women in Jordan to work in tourism.

Hentschel and her husband Gordon live in Los Angeles, Calif. and Hawaii. They own and operate Stonepine Estate, a retreat in Carmel Valley, Calif., and are the parents of seven children.

Noel Irwin Hentschel
Brand USA Board Member

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 USA 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 five years Brand USA's marketing initiatives have helped welcome 5.4 million incremental visitors to the USA, benefiting the U.S. economy with more than $38 billion in total economic impact and supporting, on average, more than 51,000 incremental jobs a year.

For industry or partner information about Brand USA, visit 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 and follow Visit The USA on Facebook, Twitter, and Instagram.