Home Framework Brand USA Opens IPW 2022 to Showcase its Recovery Framework and Joins US Department of Commerce to Unveil National Tourism Strategy

Brand USA Opens IPW 2022 to Showcase its Recovery Framework and Joins US Department of Commerce to Unveil National Tourism Strategy


ORLANDO, Florida–(BUSINESS WIRE)–Today, Brand USA, the official Destination Marketing Organization (DMO) for the United States, opened IPW 2022, the industry’s premier inbound travel trade show, with its press at the Orange County Convention Center. Brand USA President and CEO Chris Thompson listed progress since reopening US borders to vaccinated travelers and provided new details on Brand USA’s recovery framework, which was recently submitted to Congress . US Department of Commerce Assistant Secretary for Industry and Analysis Grant T. Harris joined Thompson on stage to unveil the new US National Travel and Tourism Strategy.

The new strategy aims to improve the competitive position of the United States by attracting international visitors and increasing travel and tourism to promote economic growth and job creation across the country over the next five years. “The importance of the travel and tourism industry to the nation’s economy and its overall health and well-being cannot be overstated,” Assistant Secretary Harris said. “Commerce Secretary Gina Raimondo’s release of the 2022 National Travel and Tourism Strategy today underscores the Biden-Harris administration’s support for the travel and tourism industry and its workforce. work. The important work that federal agencies are doing in concert with Brand USA and the private sector is aimed directly at restoring international inbound tourism as the economic engine it has long been for the United States.

Brand USA’s role as a public-private partnership has evolved over the past 10 years. The first National Travel and Tourism Strategy has opened up tremendous opportunities for the nation’s DMO to partner with various federal government partners to inspire travel to the United States, communicate US visa policies and entry, marketing hospitality and promoting public lands and waters. Over the past decade, Brand USA has established a collaborative relationship between federal agencies that has paid off in the form of joint presence at trade shows and events, promotional toolkits for embassies and consulates US, immersive promotion of national treasures, collaboration on bilateral tourism initiatives and high-level economic dialogues.

Thompson commented, “These relationships and history of productive collaboration position Brand USA and the federal government for the launch of a new National Travel and Tourism Strategy that will help guide interagency and public-private collaboration on travel. in the months and years to come.

“With government and the private sector working together, we are confident that the goal of welcoming 90 million international visitors who will spend $279 billion a year while visiting the depth and breadth of the United States can and will achieved,” Harris concluded.

During his presentation, Thompson shared new details about Brand USA’s recovery framework. The framework includes three communication tasks: proving we are ready, welcoming the world, and attracting and converting. Proving we are ready is primarily about hosting international influencers who demonstrate to their large audiences that the United States is open and eager to receive visitors. To date, Brand USA has hosted 26 global influencers on nine trips, reaching nearly nine million people and over 186 million impressions. Welcoming the World Again involves targeting travelers around the world with inspiring storytelling that invites them to discover wonderful and diverse places and experiences that can only be seen in the United States. Brand USA has produced 11 new content that covers all regions of the country and offers a heartfelt and heartfelt welcome to viewers. These include a collaboration with Walt Disney World and at the press conference, Thompson unveiled the “Generations of Magic” video presented by Visit The USA, Brand USA’s consumer brand. The video is part of a full suite of content that will be used in proprietary and paid digital channels as part of the campaign and will be produced in nine languages: English, Spanish – LATAM and Castilian, French, Korean, Japanese, Mandarin, Portuguese and German.

Thompson further underscored how critical collaboration and strategic partnerships are in advancing the industry’s collective goals of encouraging inbound travel to the country. He noted, “Brand USA is taking several steps to rebuild and amplify consumer trust, from helping partners increase their global reach to implementing programs that support rewarding experiences for travelers visiting U.S. destinations. compelling new ways. During her presentation, Thompson revealed the latest collaboration with Brand USA.

Next week, Brand USA and the Kentucky Department of Tourism will launch the Kentucky Bourbon Experience, which leverages bourbon as a cultural representation of the state and was designed to increase awareness among international visitors and stimulate economic growth. local communities. .

The full Brand USA IPW 2022 press conference, plus market data results, Brand USA recovery framework, visuals and more are available at www.TheBrandUSA.com/ipw.

About the USA Brand

Brand USA, the destination marketing organization for the United States, was created 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 US travel policies and procedures to travelers around the world. The organization’s mission is to increase the number of international visits to the United States in order to fuel the American economy and improve the image of the United States in the world. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and operates as Brand USA. According to studies by Oxford Economics, over the past nine years, including two years of almost complete shutdown of global travel, Brand USA’s marketing initiatives have helped welcome an additional 7.7 million visitors to the United States, benefiting the US economy by nearly $56 billion. in total economic impact and supporting, on average, more than 40,000 additional jobs per year.

To learn more about the United States and the limitless diversity of American travel experiences and authentic, rich culture, please visit the Brand USA consumer website VisitTheUSA.com and follow Visit The USA on Facebook, Twitterand Instagram.