NEW ORLEANS — IPW is in full swing this week with 6,000 delegates from around the world taking part in the IPW trade show, media conferences, special events and parties, all in vibrant New Orleans.
More than 100,000 appointments are expected to take place during the conference, generating over US$4.7 billion in business for the U.S., where tourism is now the number one export.
The U.S. expects to record over 75 million visitors in 2015, with growth continuing this year as well. When Brand USA was created under the Obama administration as the destination-marketing organization for the United States, the goal was to generate 100 million visitors annually by 2020. This goal may be more difficult to achieve as the number one overseas market, Canada, has declined over the past two years.
Canada continues to be the number one international market for the U.S., however arrivals have dropped by 10% in 2015, after a 2% decline in 2014. This correlates to a drop in the value of the Canadian dollar and weaker economy, while Mexico, the UK, Japan, China and Germany continue to show strong growth figures. China has now overtaken Canada for the number one position in spending, with $26.9 billion in tourism spending compared to $22.1 billion for Canada.
Despite the decline in Canadian arrivals, Brand USA, the destination-marketing organization for the U.S., generated more than three million incremental visitors from around the globe during the past three years, according to a study by Oxford Economics. These international visitors accounted for $9.5 billion in incremental spending, which injected more than $21 billion into the U.S. economy.
“Everything we have accomplished has hinged on the steady support of our ever-expanding partner network and a globally coordinated marketing program that brings together our collective efforts,” said Christopher L. Thompson, Brand USA’s President and CEO.
The expansion of the multi-itinerary familiarization tours that allow agents to experience a wide range of travel in the U.S., beyond just the major gateways, is a key pillar in the strategy to continue attracting arrivals.
Starting in 2017, the MegaFam invitation will be extended to Canadian agents who can experience the first fly and drive fam in partnership with Air Canada.
“Our MegaFam program – a first for the U.S. travel industry – is one of the most effective ways to promote travel across the USA,” said Thompson. “Each tour itinerary features a combination of travel experiences showcasing how everything from urban excitement to the great outdoors is all within your reach.”
