Solid results strengthen case for Brand USA

Solid results strengthen case for Brand USA
By admin


Although the future of Brand USA remains subject to review, the destination marketing organisation is upbeat as it confirmed that it is delivering on its major objectives, with Australia a standout performer.

Stakeholders will review its success next year, with the results to determine its future. But, although the first incarnation of the tourism body got off to a “rough start”, this latest push is seeing tangible results, according to senior vice president international partnerships Alfredo Gonzalez.

In Australia for a series of industry and media events, he revealed that Brand USA will start the 2014 fiscal year with close to $100 million in the bank, with more than $130m received in partner contributions over the 2013 fiscal year in addition to the funds collected from the ESTA visa program.

Brand USA has spread its network of offices from three offices just seven months ago to now cover markets that generate a combined 92% of traffic into the US. It will expand into Central Europe and Russia within the next six months, Gonzalez revealed.

In addition, a recent report conducted by Oxford Economics across eight key markets found that Brand USA had generated 1.1 million incremental visitors in 2013, $3.4 billion in visitor spending, 53,181 new jobs and $47 for every $1 spent.

But Gonzalez stressed the importance of ensuring that these benefits are felt across the entire country rather than just at the gateways which will be vital to ensuring its future, particularly as other sectors eye the ESTA program as a potential source of income.

“Everybody decided if Brand USA stays, not just the gateways,” he said. “Our goal is to make sure that everybody gets the benefits of the gateways.”

While Brazil demonstrated the highest levels of growth between September 2012 and October 2013, Australia is a close second with a rise in visitation of 11% recorded over that period, despite the fact Brand USA has only been locally represented by Gate7 since June and with limited air capacity.

“With that limited amount of seats, to achieve 11% growth – that’s nuts,” Gonzalez said. “We need to put more seats here.”

He welcomed United Airlines’ announcement last week that it will launch a new direct service between Melbourne and Los Angeles from October, with the boost expected to deliver an even greater increase from the Australian market in 2014.

“Let’s look at those numbers again next year once those extra flights have started,” he said.

If Brand USA is "reauthorised" next year, its future will be secure until 2025.

Latest News

  • Destinations

Intrepid continues expansions with launch of first DMC in Jordan

Intrepid has increased its presence in the Middle East with the opening of its first destination management company in Jordan. Based in Amman, the local team will operate Intrepid’s range of nine experiential small group tours in Jordan from this summer, with a view to expanding the range for 2025 and beyond. Zina Bencheikh, managing […]

  • Appointments

Minor hotels appoints Puneet Dhawan to key Asia role

Global hotel owner and operator Minor Hotels has appointed Puneet Dhawan as head of Asia as the group plots its growth in Asia and India. From July, Dhawan will be responsible for the performance of all Minor Hotels properties in Asia, working in close collaboration with the Minor Hotels senior leadership team and will report […]

  • Appointments

Abercrombie & Kent and Crystal appoint Evon Ler to director of sales, Asia

Abercrombie & Kent Travel Group have announced that Evon Ler will join them in the new role of director of sales, Asia. She will work closely with Tony Archbold (VP, Sales, APAC, Crystal) and Susan Haberle (VP, Sales & Partnerships, APAC, A&K) with trade support across the region. Ler comes to the A&K family with more […]