Brand USA speaks optimistically at IPW 2023

23-05-23

IPW 2023, the largest travel and tourism trade show in the US, officially got underway on Monday when Brand USA, the country's destination marketing organisation, opened the morning session with a press conference showcasing the US as an unrivalled travel destination, as well as the organisation's latest consumer marketing campaign, international travel forecasts and consumer insights. 

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

"What a time to cover the travel industry. I've been in the destination marketing industry for 40 years. And I can honestly say that I don't think there has been a more impactful time for us to do what we're doing, especially after a terrible last three years," Brand USA President and CEO Chris Thompson told more than 200 international journalists. "What sets America apart is the diversity of our geography, the diversity of our experiences, the diversity of our people and our unique pop culture."

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

"Forecasts tell us that it will probably not be until 2025 that we will reach the pre-pandemic level of visitation. I am optimistic and optimistic that we will see those 2019 levels again 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 across the country, as more and more people are now booking travel and living their dreams. 

"Since 2020, Brand USA has kept the U.S. at the top of our research, clearly indicating that the U.S. remains the world's most aspirational destination, coupled with a recent experience survey showing that 43% of respondents are saving more money to travel," Thompson welcomed.

During the press conference, Thompson highlighted how two recent obstacles to travel have been alleviated: that airlines in general expect a near 100% return of connectivity by the end of the year, and that as of 12 May, international travellers will no longer be required to have the COVID-19 vaccine to enter the United States.

Mr Thompson focused on two main issues in addressing the recovery of the US tourism sector, which are hotel occupancy and air connectivity.

"The forecasts tell us that it probably won't be until 2025 that we will reach the pre-pandemic level of visitation. I am optimistic and bullish, and I think we will see those 2019 levels again by the end of 2024, which, by the way, is less than two years away."

"By the end of this year, air connectivity should reach 96% of the pre-pandemic level. By 2023, we anticipate some 80 new or re-established routes landing in the US, such as Sydney to San Francisco, Rome to Chicago, Bogota to Orlando," he anticipated.

The resumption of travel around the world has created a highly competitive global marketplace for the lucrative international visitor. To move consumers more quickly from aspiration to action, Brand USA recently launched a marketing campaign in 10 key markets. 

The campaign shows how the US delivers on the promise to the consumer that whoever you want to be and whatever experience you crave, the US is where you can find it. Thompson shared two of the latest images from the campaign, aimed at travellers looking for adventure or family fun.

While fully optimistic about the prospects for the US tourism sector, Chris Thompson added that now is not the time to be naïve in the face of global challenges. 

"The headwinds we face today are similar to the headwinds we faced before the pandemic for as long as we've been doing what we do. We are focused on the US position, which we continue to see as very, very strong," he said.