With US-bound tourism back on track, Visit USA says travel advisors will play a vital role in Australians’ full return to the country, which it believes isn’t too far away.
In an interview with Karryon, Visit USA President Caroline Davidson described the role of travel agents as “incredibly important” and thinks Aussies will continue to support the channel “for some time to come”.
Davidson believes that in an age of continuing uncertainty and complexity, “particularly if you’re going beyond the gateways in the US, getting your travel looked after by a travel professional, a knowledgeable travel professional, is absolutely essential”.
“And [US destination marketing organisation] Brand USA echoes that with their recommendation that in this market, training and engaging travel professionals is absolutely a key,” Davidson said.
“If there’s any complication with cancellations or delays – you want someone in your corner, in an office here that can take care of that for you and give you that reassurance that your money, that hard-earned money to be spent on a big trip, isn’t just going to disappear.
“I’ve always believed it, and I utilise that [travel advisors] myself. I can book the flights, but you know, if I’m doing any kind of complicated itinerary, I want someone in my corner to represent me.
“It’s that level of reassurance that I think most people – particularly if they’re resuming travel … this might be their first big trip overseas in three years – will be looking for.”
Expos expedited
Enter the Visit USA Expo Series 2023, which returns in February just over six months after the last series took place in August 2022.
“We’ve been totally swamped,” said Davidson, whose company, Davidson Communications, represents the Great American West states in the Australian and New Zealand markets.
“We have, it looks like 60 companies participating in these expos to date. Our platinum level is sold out with a waiting list.
“We just couldn’t be happier with it. And that’s just such a lovely position to be in, and it validates the organisation. It validates interest in it and members’ interest in it.”
With 2023 looking “very, very strong” for Visit USA, Davidson said the organisation would be “looking forward to being able to expand on those [expo] events with a program of additional member benefits and potential events and programming for 2023 as well”.
Roadshow regional return
Part of this expansion, it hopes, will be the return of its roadshow events to capital cities beyond Sydney, Melbourne and Brisbane.
“We’re hoping that later in 2023, all things going well, that we can head back to some of the regionals, possibly including Perth, Adelaide, Newcastle … again, that’s to be confirmed,” Davidson said.
With the hybrid return of the expos in March 2022, and a potential regional roadshow ahead, the stage is set for four series events in possibly less than 18 months. Proof that interest in the States is booming. And travel advisors will be a major part of the revival.
“And of course, it’s an interesting trend for us to see how many new agents are going,” Davidson said.
“These expos are going to be important because so many new people are coming into the industry and it’s going to be very important for them … to know number one, the Visit USA website and number two, the USA expos can be the go-to places for information and how to contact destinations.”
To register to attend the February 2023 Expo Series, head to visitusa.org.au/events.
