Although the travel and tourism industry is among the largest (and most lucrative) markets in the world, it has also been one of the slowest sectors to recover from the devastation of the COVID-19 pandemic. But the recently passed $1.5 trillion Omnibus Spending Bill, which was signed into law last month, has the potential to drastically improve the inbound tourism landscape in the United States.
As a result of this bill’s passing, Brand USA, the official destination marketing organization (DMO) for the U.S., will have access to $250 million in much-needed funding. The organization is normally funded, in part, by fees paid by foreign inbound travelers through the automated Electronic System for Travel Authorization (ESTA) program under the Department of Homeland Security. The recently passed bill includes the Restoring Brand USA Act, which will allocate remaining ESTA funds to the DMO if it submits a plan to Congress for how it plans to use the funds within 60 days.
Here, Aaron Wodin-Schwartz, senior vice president of public affairs for the DMO, speaks about Brand USA’s upcoming goals — and how travel advisors can help the organization achieve them.
Editor’s Note: This interview has been edited and condensed for clarity.
What exactly does Brand USA do? And how was it affected by the pandemic?
Brand USA was created to increase international visitation and spend to fuel our nation’s economy and enhance the image of the U.S. worldwide. As a public-private partnership, we work with the travel industry and federal government to inspire the world to explore our diverse destinations, experiences and people, and to communicate visa and entry policies. We also influence the travel trade — such as tour operators and travel agents — to help them improve their storytelling, expand their offerings and stoke demand for travel to the U.S.
As everyone by now is painfully aware, the pandemic has had a devastating effect on the travel and tourism industry. It has hit destinations, businesses and points of interest that rely on international travel especially hard. The passage of the Restoring Brand USA Act will allow our industry to develop and maintain a comprehensive approach to rebuild traveler confidence, activate demand and welcome the world back to our shores as we settle into the new normal over the next few years.
With a mandate to promote the entirety of the U.S., our mission is to tell the stories of our people, places and experiences globally across multiple channels and in ways our partners are challenged to do on their own. And in many ways, the value proposition Brand USA offers is even more important today than it was in 2019. Throughout the pandemic we found ways to continue to offer our domestic partners the ability to maximize their resources and reach.
How will the $250 million be allocated?
This funding shows the support and confidence Congress has in Brand USA and will ensure a national-level effort to competitively position the U.S. as a place where international travelers can safely return to and provide a much-needed economic boost for this lucrative part of the U.S. economy.
This funding shows the support and confidence Congress has in Brand USA and will ensure a national-level effort to competitively position the U.S. as a place where international travelers can safely return to …
It is truly a bridge to help the industry and re-enter international markets at competitive levels until travel returns to pre-pandemic levels, which is estimated to take three or four years. Our approach continues to be comprehensive across all our channels and will translate directly into economic growth, job creation and tax revenues in communities throughout the U.S. We will implement a series of marketing strategies that include inspiring storytelling, compelling partnership opportunities and a deep engagement with tour operators and travel agents in key source markets around the world.
How has your marketing messaging changed as of late? Are there new campaigns/initiatives in the works?
The marketing strategy Brand USA implemented prior to the pandemic was designed to be flexible so we could increase or decrease our presence in different markets at different times. This strategy proved vital when the pandemic became a reality, and it enabled Brand USA to quickly shift into a state of readiness maintaining organic content across our channels to keep the U.S. top of mind among travel dreamers.
Aaron Wodin-Schwartz, senior vice president of public affairs for Brand USA
Credit: 2022 Brand USAIn 2022, our engagement framework will continue to focus on:
- The need for reconnection: Travel has a much deeper meaning nowadays. For our audience, it’s more than just taking a trip or going on vacation. It’s a chance to spend time with loved ones, to reawaken the hopes and dreams that may have been postponed during the pandemic. Our targets include families with children, couples, multigenerational families, friends and single travelers who want to reconnect with themselves and the world.
- Our core messaging of possibility, proximity and welcome: Our value proposition of proximity is more important than ever. By showcasing “only in America” travel experiences available within a five-hour drive of each of our key gateways, we can show travelers that a trip to the USA offers more bang for their buck, euro or peso than other international destinations. This distinction is important as we expect massive competition as global travel restarts in earnest.
- A platform for cooperative marketing: Cooperative marketing opportunities will allow industry partners to participate in the recovery campaign, helping destinations and companies regain their international arrivals market. The co-op programs will help Brand USA promote multiple destinations and travel experiences. By engaging partners of all sizes, there is an opportunity to highlight both iconic points of interest and small-town gems that appeal to international visitors.
Our ask is to keep doing what you are doing. It’s been a long and hard two years, but the work done on the ground by our partners over the last two years has kept the industry alive and the light at the end of the tunnel is the brightest it’s been since February 2020.
What message is Brand USA communicating to its partners abroad, when inbound travel testing restrictions are still in place?
Ultimately, these issues are being addressed between governments and whatever the determination, Brand USA then uses our channels to communicate to international guests what they need to know before traveling to the U.S. We work closely with our travel trade partners to ensure they have accurate and timely information to share directly with their clients, and we use our consumer website and Visit The USA social media channels to share key travel information directly to consumers in advance of their trip.
When inbound travel restrictions are lifted, what travel trends do you see as being important to your core markets?
Brand USA continues to hear from our core markets about what travelers are looking for when they return to the U.S. Among the top international travel trends Brand USA anticipates for 2022 are wellness (travelers want trips that will enhance and strengthen their physical and mental well-being); the great outdoors; nostalgia (in many ways, we are seeing what’s old is new again); local community initiatives (giving back to local businesses and engaging in unique experiences); and sports tourism (American fandom and sports culture is unique, and more international travelers want to get in on this action).
How can U.S. travel industry partners support Brand USA right now?
The support Brand USA has across the industry has never been stronger. The reality is that Brand USA represents the collective industry, and our success is rooted in the industry’s success. Our ask is to keep doing what you are doing.
It’s been a long and hard two years, but the work done on the ground by our partners over the last two years has kept the industry alive and the light at the end of the tunnel is the brightest it’s been since February 2020. The future is bright, and we are excited to welcome the world back to the U.S.
