by Paul Heney
Last updated: 7:15 AM ET, Tue May 23, 2023
At this week’s IPW in San Antonio, Texas, an estimated 5,000 attendees descended on the city, showing that travel is back in full force.
On Monday morning, May 22, Brand USA President and CEO Chris Thompson spoke to more than 200 international and domestic journalists, telling them that, “There’s no other destination like the United States. 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.”
Thompson said that although he’s been in the travel tourism industry for 40 years, he’s never been more optimistic about the travel industry that he is right now.
“Our research indicates that the USA is still the most aspirational destination in the world,” Thompson said. “Coupled with a recent Expedia survey, which shows those surveyed are saving more money for travel than they had in the past—and one out of two of those are planning a long-haul trip, that’s further proof that travel has shifted to a necessity this year.”
At IPW, Brand USA is showcasing 30 bookable trips and 32 iconic road trips all across the country as examples of what inbound travelers can experience. While Thompson acknowledged some headwinds from economic pressures both here and abroad, he cited a number of things that seems to counteract and storm clouds:
• Effective May 12, the United States will no longer require visitors to have a vaccine. This effectively puts an end to the final COVID-19 pandemic era of restrictions and puts us clearly in the endemic stage in dealing with COVID.
• Hotel capacity is still solid, with 154,000 rooms under construction this year. Additional properties are in the final stages of planning that should have more than 240,000 rooms in the coming years.
• Airlines are bullish on the future, too and demand is high. By the end of this year, air connectivity should reach 96% of pre-pandemic (2019) levels. And there are 80 new or re-established international routes to the U.S., such as Sydney to San Francisco, Rome to Chicago, and Bogota to Orlando.
Brand USA President and CEO Chris Thompson speaks at IPW in San Antonio. (Photo Credit: Paul Heney)
According to Thompson, knowing the highly competitive environment in which Brand USA works, the organization needed to have a better understanding of what resonates with travelers, and how they can be moved from aspiration to action. So, they’re using targeted marketing to speak directly to what is motivating people to travel.
“Some want great cities with a diversity of experiences. Some more quality time with family and friends. Some want to escape from the everyday stresses of life in the great outdoors. Some people are seeking more of a cultural experience, and still others are looking to satisfy a sense of adventure. With these in mind, we developed a consumer campaign that was launched within the last month,” he said.
The spots are visually appealing and feature a wide variety of travelers and locations, with the overarching theme, “This Is Where It’s At.” Thompson said they have two 30-second spots that are running in 10 markets around the world. One is aimed at those seeking family time and the other is aimed at those seeking excitement and adventure.
A full series of five videos can be viewed here: Adventure; Exploration; Family Fun; Relaxation; and Serenity.
The U.S. market has plenty on the horizon to offer to international tourists, including the country’s 250th anniversary in 2026, hosting of the 2026 FIFA World Cup (along with Mexico and Canada), and the Summer Olympics in Los Angeles in 2028. Additionally, the iconic Route 66, which traverses the country from Chicago to L.A., turns 100 years old in 2026.
“It’s never too early to make your plans,” said Thompson to close the event. “Keep ‘USA dreaming’ and allow us the opportunity to exceed your expectations.”
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