Brand USA launches aggressive campaign to boost tourism recovery

In a recent government meeting, Mr. Thompson, President and CEO of Brand USA, provided an optimistic outlook on the recovery of the U.S. travel and tourism industry following the pandemic. Speaking before the subcommittee, he highlighted the significant impact of COVID-19 on tourism, which heavily relies on international visitors.

Thompson noted that Brand USA has nearly tripled its partnership network and more than doubled its partner contribution program under his leadership. He expressed gratitude for the bipartisan support that led to the passage of the Restore Brand USA Act, which has been crucial in maintaining operations and rebuilding infrastructure.

According to preliminary estimates from the National Travel and Tourism Office, the U.S. welcomed approximately 51.8 million international visitors in 2022, marking a 134% increase from the previous year. Projections indicate that international arrivals could reach 81% of pre-pandemic levels in 2023, with some markets, including Canada, India, and the UK, expected to exceed 2019 figures as early as next year.

To further stimulate travel, Brand USA has launched a new marketing campaign in ten key markets, emphasizing the diverse experiences available in the United States. Thompson also mentioned upcoming sales missions to Japan and South Korea, aimed at connecting U.S. destinations with international travelers.

Despite the positive trends, Thompson emphasized the need for continued efforts to keep the U.S. top of mind for potential visitors and to convert interest into action. He concluded by underscoring the importance of package travel as a critical distribution channel for attracting tourists.