Brand USA Maintains Strong ROI For US Tourism
Brand USA kicked off this year’s IPW Conference in Anaheim with a press conference that confirmed marketing successes by the organization, and also cast light on upcoming initiatives.
Bringing the news was Brand USA president Christopher Thompson (pictured), who told assembled journalists from around the world that marketing investments by the organization had yielded significant benefits for tourism to the United States.
He reviewed the highlights of the annual Return On Investment (ROI) study by Oxford Economics that indicated Brand USA marketing efforts generated US$8.9 billion in total economic impact, generating an increase of 1.13 million incremental visitors, and US$4.1 billion in incremental spending for 2018.
In terms of new developments, Thompson introduced the “United Stories” digital platform, which was actually launched in January of this year. It is described as a “mobile content creation lab” that gathers compelling stories from around the country using local voices.
Thompson also previewed the third big-screen film by Brand USA, which explores the country’s natural beauty highlights, and has a working title of “Into America’s Wild.”
IPW 2019 is underway in Anaheim at the Anaheim Convention Center until June 5. It is America’s premier tourism marketing forum, welcoming more than 6,000 tourism product buyers, suppliers and media from nearly 70 countries.