Chris Watson Travel Group is expanding its U.S. product range with two new specialist brands, Taste of America and Taste of the South, by Chris Watson.
The announcement comes ahead of next week’s U.S. Travel’s IPW trade show in Fort Lauderdale, with former Visit USA Australia President Caroline Davidson joining the business as Product Development Manager for the new brands.
More America on the menu
The brands are expected to launch by August and will feature new fly-drive itineraries and small group tours designed to build on Chris Watson Travel’s existing U.S. program.
The Tamworth-based tour operator and wholesaler is known for hosted small group tours and itineraries often centred on U.S. country music events and festivals. The program has grown from Watson’s own connection to the genre, his travel and music industry contacts and his background as an award-winning line dancer.
Davidson brings U.S. trade muscle
Watson said Davidson’s U.S. destination marketing experience made her a strong fit for the group’s next phase of product development.
“Caroline’s extensive experience with and enthusiasm for US destination marketing is well-documented. That, and her two successful terms as president of the Visit USA organisation in Australia is the ideal match to assist us to grow the new brands and develop unique U.S. products with synergy and individual appeal for our loyal clientele,” Watson said.
“Caroline will also be key to marketing the new brands in Australia and I am thrilled to have her work with our wonderful team.”
Davidson will work with Chris Watson Travel on product development and Australian marketing for the new brands, drawing on her destination marketing experience and industry connections.
She said the project was a timely one.
“I share Chris’ passion for the immense wealth of experiences that the USA has to offer. I have long been impressed with Chris’ energy, unstoppable enthusiasm and his demonstrated ability to build and deliver original, exclusive travel experiences with that extra ‘something special’ that is often missing: personal connection and bespoke service,” Davidson said.
“I am delighted to be invited to bring my expertise and contacts to help Chris and his amazing team share more of the incredible USA with clients who are keen to follow his insights and travel vision.”
