What
Brand USA, the destination marketing organization for the U.S., announced the launch of Brand USA Global Marketplace — designed to be “a one-stop shop for U.S. travel partners and international audiences to interact.” The marketplace is a custom-built, always-on, virtual platform that provides access to information about a diverse range of U.S. destinations, attractions and points of interest for the international travel industry. Approximately 150 U.S. partners — including destinations, regional marketing organizations, transportation services, attractions, hotels and tour operators — are expected to join the platform.
Why It Matters
The travel industry has been devastated by the COVID-19 pandemic, and the Brand USA Global Marketplace platform will further Brand USA’s efforts to promote U.S. tourism as the world recovers from the crisis. By hosting ongoing networking opportunities, enrichment sessions and large-scale events across multiple time zones, Brand USA Global Marketplace encourages the international travel community to engage with U.S. destinations on an ongoing basis — hopefully reinvigorating the industry and bringing back lost jobs.
Fast Facts
- Brand USA Global Marketplace features five portals, each designed for virtual exploration of the 50 states, five territories and District of Columbia.
- The platform provides registered users with travel itineraries, destination marketing collateral and insights from industry experts. The Main Stage serves as a place for educational seminars, while the USA Partner Pavilions — featuring geographically-driven partner Pods representing the entirety of the U.S. — and Buyer Pavilion will facilitate one-to-one meetings.
- In the Networking Lounge, participants will have the opportunity to engage outside of scheduled sessions.
- Video On-Demand allows for self-guided discovery with three screens showing a variety of travel entertainment, educational and featured programming.
- To simulate the relational exchanges that occur at industry events, registered users will also have access to a Virtual Briefcase and Business Card Jar, among other networking tools.
What They Are Saying
“We are thrilled to launch Brand USA Global Marketplace in 2020,” said Christopher L. Thompson, president and CEO of Brand USA. “This is a ground-breaking digital platform that will enable U.S. partners and international audiences to foster meaningful business relationships and critical connections, at a time when it is needed most. Together, we’re building the future of U.S. tourism.”
“Our industry is resilient, and when it is safe to do so, the world will travel to the United States again,” said Tom Garzilli, chief marketing officer of Brand USA. “In the meantime, Brand USA Global Marketplace will inform and support our partners and keep the U.S. top-of-mind among trade, media, and consumers. Brand USA Global Marketplace will ensure a quick start back into global markets as soon as it is viable, stimulating active consideration and future travel bookings. We are all determined to welcome the world back to the United States when the time is right.”
The Details
Brand USA
www.thebrandusa.com
