Brand USA is expanding its focus beyond traditional tourist hotspots.
The initiative aims to promote lesser-known destinations through educational tours for travel agents.
By offering firsthand experiences, Brand USA hopes to inspire agents to recommend these unique places.
MegaFam has become a flagship educational tour, now in its ninth iteration.
This year, participants explored cities such as Cincinnati and Cleveland.
These areas are often overlooked in favour of major ‘gateway’ cities.
Brand USA’s vice-president, Jackie Ennis, highlights strong relations with transatlantic airlines.
These partnerships allow for increased coverage of ‘tier 2’ cities.
Airlines contribute flight routes to expand regional travel options.
The Road Trips USA programme supports the strategy of regional tourism enhancement.
Launched in 2023, it encourages exploration of diverse travel routes.
The programme complements MegaFam’s goals, reaching even more agents.
Providing firsthand experiences is crucial for enabling agents to suggest new destinations.
Experiential learning boosts confidence in recommending lesser-known locales.
Agents return with a renewed perspective and enthusiasm.
Brand USA revamped its agent Discovery Program to offer continuous resources.
The program evolved from pure training to an ongoing informational hub.
This shift aims to maintain and grow agents’ knowledge base.
Brand USA plans to enhance its efforts in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.
Malcolm Smith’s appointment as senior vice-president supports this direction.
His expertise from the US Travel Association will drive new strategies.
The commitment to regional promotion aligns with broader tourism recovery goals.
Brand USA’s strategy reflects an adaptive approach to changing travel dynamics.
Brand USA continues to innovate by spotlighting lesser-seen destinations.
Through strategic initiatives like MegaFam, it strengthens agents’ roles in revitalising tourism.