Brand USA’s chief executive officer, Jim Evans, stepped down last Thursday after guiding the organization through its first year. The public-private organization was created by Congress in 2010 after the United States’ share of international arrivals declined 37 percent during the preceding decade.
Last month Brand USA launched the nation’s first unified marketing campaign, promoting the United States as a premier travel destination in three top-tier markets: Japan, Canada and the U.K. The campaign includes compelling images and information about the country’s diverse tourism product and entry procedures. The company established partnerships with more than 250 industry organizations, which will raise more than $10 million in industry contributions and more than $30 million in in-kind contributions.
NTA President Lisa Simon cited two examples of NTA’s support for Brand USA: The association is collaborating with Brand USA to present the Discover America Pavilion at the China International Travel Mart in Shanghai this November; and in May, NTA gave Brand USA an opportunity to speak to industry professionals at the Grassroots Congressional Travel Summit, sponsored by NTA with the Southeast Tourism Society and Destination Marketing Association International.
“One thing we can all do is advocate for Brand USA and help maintain the momentum,” said Simon. “Make sure your federal legislators know how marketing this country abroad leads to more jobs and prosperity here at home.”