Brand USA Touts United States as Top Travel Destination, Shares Positive Travel Forecast To Open IPW 2023
SAN ANTONIO, TEXAS (May 22, 2023) — Brand USA, the nation’s destination marketing organization, opened IPW 2023 with an immersive press conference showcasing the USA as an unrivalled travel destination, as well as the reveal of the organization’s latest consumer marketing campaign, provided international travel forecast, and consumer sentiment insights. IPW is the leading trade show for inbound travel to the United States, bringing more than 5,000 industry professionals from more than 60 countries to San Antonio, Texas for the first time. Brand USA is the premier sponsor of the annual event produced by the U.S. Travel Association and taking place for the first time in San Antonio, Texas.
“There’s no other destination like the United States,” said Brand USA President and CEO, Chris Thompson to over 200 international journalists. “What sets the USA apart is the diversity of our geography, the diversity of our experiences, the diversity of our people, and our one-of-a-kind pop culture.”
Mr. Thompson described how USA pop culture is often the way people around the world first get to know the United States, asking: “How did you first come to know the United States? Were you on the road with Jack Kerouac, walking the line with Johnny Cash, or having breakfast with Audrey Hepburn at Tiffany’s? Regardless, I bet you were left with a dream, an idea, and an intangible excitement, and you knew you just had to experience it all for yourself.”
The worldwide travel restart has created a highly competitive global market for the lucrative international visitor. To move consumers more quickly from aspiration to action, Brand USA recently launched a marketing campaign across 10 key markets. The campaign showcases how the USA delivers on the consumer promise that whoever you want to be and whatever experience you long for, the United States is where you can find it. Thompson shared two of the latest campaign assets which speak to travelers seeking adventure or family fun.
About Brand USA
Brand USA, the destination marketing organization for the United States, was established 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 U.S. travel policies and procedures to worldwide travelers. The organization’s mission is to increase international visitation to the United States in order to fuel the U.S. economy and enhance the image of the United States worldwide. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA. According to studies by Oxford Economics, over the past 10 years Brand USA’s marketing initiatives have helped welcome 8 million incremental visitors to the United States, benefiting the U.S. economy with more than $58 billion in total economic impact and supporting, on average, more than 37,000 incremental jobs a year.