Brand USA, the destination marketing organization for the United States, held a highly anticipated press conference at the ‘IPW (International Pow Wow) 2023,’ the largest travel fair in the country, which took place in San Antonio, Texas. The conference shed light on a positive and promising outlook for travel to the United States.
IPW, an annual event organized by the U.S. Travel Association and featuring Brand USA as the main sponsor, attracts over 5,000 travel professionals from 60 countries worldwide. This year marked a significant milestone as IPW made its debut in San Antonio, Texas.
During the press conference, attended by a distinguished audience of more than 200 foreign journalists, Chris Thompson, the CEO of Brand USA, discussed the surge in demand and reservations for travel to the United States. He highlighted how these factors are driving economic recovery across the nation and fueling optimism for the future of travel. Notably, Thompson emphasized that, effective May 12, foreign travelers entering the United States no longer need to provide proof of COVID-19 vaccination. He further revealed that the majority of flights to the United States are expected to be fully restored by the end of the year, signaling a significant step towards normalcy in air travel.
In addition to discussing the current travel landscape, CEO Thompson unveiled Brand USA’s latest marketing campaign, which was developed based on insightful surveys about the preferences and behaviors of international tourists in the United States. The conference showcased compelling videos that captured various aspects of travel, including iconic destinations and attractions, hidden gems where visitors can indulge in authentic local cuisine, significant filming locations that have inspired travelers to explore the United States, luxurious experiences, and sports-themed travel destinations.
Thompson passionately expressed, “What sets the United States apart as a travel destination are its unparalleled geographical diversity, a plethora of unique experiences, rich cultural diversity, and its distinctive popular culture. For these reasons, I firmly believe that the United States is an extraordinary travel destination.” He further noted, “Popular culture often serves as an initial introduction to the United States for people around the world, igniting a desire to explore and experience the country firsthand.”
Recognizing the importance of remaining competitive in the global travel market, Brand USA recently launched innovative marketing campaigns in ten key markets. These campaigns are designed to inspire and captivate travelers by conveying the message that the United States offers limitless opportunities for self-expression and the chance to embrace a wide range of desired experiences. As part of the press conference, two campaign themes were unveiled, focusing on adventure travel and family-oriented experiences.
Brand USA’s press conference at IPW 2023 successfully showcased the organization’s unwavering commitment to promoting the United States as a top-tier travel destination. With a positive outlook, enhanced safety measures, and an array of captivating experiences awaiting visitors, the United States aims to welcome travelers from around the world with open arms.
By Jungchan Lee/Korea Travel News
Introducing Brand USA:
Brand USA, established by the Travel Promotion Act of 2009, is a pioneering public-private partnership committed to promoting the United States as a premier travel destination on a global scale. Our belief is that travel enriches lives and contributes to the prosperity of communities by welcoming people from all over the world to experience the wonders of the USA.
Brand USA strive to drive international visitation, effectively communicate U.S. travel policies, and market the warm welcome that awaits visitors in communities across the nation. To achieve these goals, we collaborate with a range of stakeholders, including destinations, travel brands, private-sector organizations, and the U.S. government, which collects matching funds from international visitors under the Visa Waiver Program.
Working closely with the U.S. travel industry, we aim to maximize the economic and social benefits generated by travel. By partnering with the National Travel and Tourism Office at the U.S. Department of Commerce, we support the ambitious targets set by the National Travel and Tourism Strategy—to attract 90 million visitors annually and achieve $279 billion in tourism spending by 2027.
Marketing the USA Together:
Brand USA serves as a platform to showcase the diverse range of experiences that the United States offers to global travelers. Whether it’s the beauty of our beaches, mountains, cities, or rural landscapes, or the rich cultural heritage that permeates every corner of the country, we provide immersive and authentic storytelling through our platforms GoUSA and Visit The USA. By connecting emotionally with local communities, we offer travelers a deeper understanding of our destinations and the people who shape the unique tapestry of the USA.