Handing over the reins of marketing the world’s most aspirational destination after 12 years, Brand USA President & CEO Chris Thompson opened IPW 2024, the organisation’s largest inbound trade show in Los Angeles, by sharing the destination’s strong position, which is leading long-haul arrivals globally.
The US welcomed nearly 67 million visitors in 2023 with many countries set to surpass 2019 levels in 2025, including Australia. In 2023, 960,000 Aussies travelled to the US.
International visitors spent USD$213 billion (around AUD$322 billion) on travel and tourism-related activities within the USA, representing a 28 per cent increase on 2023.
“The state of our industry is strong and the state of brand USA is strong. And that’s what gave me the confidence to know that I can step away,” Thompson said.
Thompson’s successor is NYC Tourism + Conventions President & CEO Fred Dixon, who takes on the top tourism role in July 2024.
USA is the top aspirational destination
Recent Brand USA research shows the US is the world’s top aspirational destination for leisure travel.
Tourism Economics’ latest forecast shows nearly 78 million visitors are expected to visit the US in 2024 with international visitor spend expected to grow by 74 per cent between 2023 and 2027.
Despite global economic and operational challenges, Thompson is upbeat about the country’s continued strong recovery and position, saying the cost of living has not been a major roadblock for international travellers to the US.
“Our travel tourism sector is strong. And I say that because the markets are telling us that the numbers are telling us that,” he said.
“But we still have challenges and headwinds that are outside of our control that we have to address for us to be able to get back to levels that that we’ve enjoyed in the past.
“[Cost of living] has certainly been a concern in the consideration set but so far, it hasn’t seemed to impede demand, as much as you might have thought.”
Engaging the trade trade & travellers
With increased competition from other markets and the changing travel landscape, Brand USA recently launched a new campaign and mega trade fams that showcase the States in a new way.
“It’s no secret that following the pandemic traveller behaviour has changed and the things that they are looking for in travel destinations have also changed,” Thompson said.
“Over the last year, we have worked closely with our industry partners to understand how their needs have changed in a post-pandemic world.
“Another vital tool in our toolkit for our travel trade is our mega fams and these are an important part of our marketing programs.
“These mega fams educate the travel trade, showcasing destination knowledge to buy through and beyond are gateways. And we do it in a really creative way.”
For more info, head to thebrandusa.com
