Brand USA has revealed Cirque du Soleil as the launch partner for a new initiative to grow the importance of entertainment as a motivator for travel to the destination.
The USA Live Entertainment program will see the tourism body partner with "iconic" US brands and entertainment experiences, according to Brand USA president and chief executive Chris Thompson. Concerts, theatrical productions and professional sports will all be a focus.
"Our partnership with Cirque du Soleil will be strategically integrated into select markets and communication platforms starting from the fourth quarter of 2013," he said.
"The program will develop over the next year with both trade and consumers as we continue to develop and roll out our USA Live Entertainment platform."
Under the program, Cirque du Soleil will participate in international trade shows, training programs, famils and direct promotions for retail to tour operators.