Visit USA has welcomed the announcement that destination marketing organisation Brand USA has selected Gate 7 as its local representative, although a year behind its originally scheduled Australian launch date.
President Geoffrey Hutton told Travel Today the two bodies will complement each other, working side by side and collaborating on a number of projects next year.
While Visit USA’s focus will be on the trade, Brand USA will be more consumer-focused.
With Australian arrivals to the US predicted to rise another 8% this year, Gate 7’s appointment is well-timed to capitalise on considerable Australian interest in visiting the destination, according to Hutton.
“Any additional funding that can go into funding marketing of the US and the markets beyond the gateways is a good idea and great for the industry that currently markets the US,” he said.
The presence of two promotional bodies in the same market will also give the US the edge over competitors, Hutton suggested.
“Tourism Australia doesn’t have that same industry support right around the world that Brand USA has,” he said. “These organisations have been in place for 20 years with strong memberships and strong events.”
Meanwhile, Gate 7 managing director Jo Palmer said more details of the representation agreement would be revealed once the contract between the two parties has been “fully executed”.