Brand USA Kicks into an Upbeat Gear at IPW 2023

IPW 2023, the largest travel and tourism fair in the U.S., got officially underway Monday as Brand USA, the nation’s destination marketing organization, opened the morning session with an immersive press conference showcasing the USA as an unrivaled travel destination, as well as the reveal of the organization’s latest consumer marketing campaign, provided international travel forecast, and consumer sentiment insights. 

IPW is the leading trade show for inbound travel to the United States, bringing more than 5,000 industry professionals from more than 60 countries to San Antonio, Texas for the first time. Brand USA is the premier sponsor of the annual event produced by the U.S. Travel Association and taking place for the first time in San Antonio, Texas.

“What a time to cover the travel tourism industry. I've been in the destination marketing space for 40 years. And I can honestly say I don't think there's been a more impactful moment for us to be doing what we're doing, particularly coming off an awful last three years,” said Brand USA President and CEO, Chris Thompson to over 200 international journalists. “What sets the USA apart is the diversity of our geography, the diversity of our experiences, the diversity of our people, and our one-of-a-kind pop culture.”

The press conference featured iconic and lesser-known destinations and attractions, from the best places to taste local cuisine to stepping into the song lyrics or movie locations that first inspired a visit, being pampered in the lap of luxury, or experiencing the USA through the eyes of a sports enthusiast.

“Forecasters tell us that it's probably going to be 2025 before we reach a pre-pandemic level of visitation. I'm an optimist and I’m bullish, and I think you're seeing those levels return to the ones we had in 2019 by the end of 2024, which, by the way, is less than two years away”, he went on to say.

Thompson gave examples of how pent-up demand continues to drive economic recovery in communities throughout the country as more and more people are now booking travel and living out their dreams. 

“Since 2020, Brand USA has been keeping the USA top in our research and that clearly indicates that the US is still the most aspirational destination in the world, coupled with a recent experience survey which shows 43% of those polled are saving more money for travel”, Mr. Thompson beamed.

During the press conference Thompson highlighted how two recent barriers to travel have been alleviated: that overall airlines expect a near 100 percent return of connectivity by the end of the year, and that effective May 12, international travelers are no longer required to have a COVID-19 vaccination to enter the United States.

Mr. Thompson focused on two major aspects when addressing the U.S. travel industry’s recovery, which are hotel occupancy and air connectivity.

“By the end of this year, air connectivity should reach 96% of pre-pandemic level. In 2023, we anticipate approximately 80 new or reestablished routes that will be touching down in the US, such as Sydney to San Francisco, Rome to Chicago, Bogota to Orlando”, he anticipated.

The worldwide travel restart has created a highly competitive global market for the lucrative international visitor. To move consumers more quickly from aspiration to action, Brand USA recently launched a marketing campaign across 10 key markets. 

The campaign showcases how the USA delivers on the consumer promise that whoever you want to be and whatever experience you long for, the United States is where you can find it. Thompson shared two of the latest campaign assets which speak to travelers seeking adventure or family fun.

Though fully upbeat about the prospects of the domestic travel industry in the U.S., Chris Thompson added this is no time to be naive to the global challenges. 

“The headwinds we're facing today are similar to those that we've faced pre-pandemic over the entire time that we've been doing what we're doing. We're focused on the US position, which we still think is very, very strong,” he said.