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Brand USA Launches Global Marketplace

The doors have virtually opened to Brand USA's new game-changing digital platform: The Brand USA Global Marketplace.

Brand USA Global Marketplace is an innovative B2B platform that seeks to keep industry partners engaged and connected with global travel trade partners and media in addition to providing ongoing thought leadership, enrichment and marketing content.

The platform is one-stop shop for U.S. travel partners and international audiences to interact and is a custom-built, always-on, virtual platform that provides access to a diverse range of U.S. destinations, attractions, and points of interest for the international travel industry.

A reimagined version of traditional trade shows and industry events, the digital platform solves the need for the U.S. travel community to engage with the global tourism industry while international travel is limited due to the impacts of COVID-19.

"We are thrilled to launch Brand USA Global Marketplace in 2020," said Christopher L. Thompson, CEO and President, Brand USA. "This is a ground-breaking digital platform that will enable U.S. partners and international audiences to foster meaningful business relationships and critical connections, at a time when it is needed most. Together, we're building the future of U.S. tourism."

On October 21, Thompson led Zoom participants through a virtual tour of the site during the organization's Global Marketplace Opening Ceremony before discussing relevant topics related to travel with other industry experts.

Conversations shifted from the oft-used "new normal" to the "next normal," as Thompson welcomed insight from Alice Norsworthy, EVP & Chief Marketing Officer, Universal Parks & Resorts; Kyle Edmiston, President & CEO, Lake Charles/Southwest Louisiana Convention & Visitors Bureau; and Thomas O'Toole, Associate Dean, Executive Education & Clinical Professor of Marketing, Kellogg School of Management at Northwestern University.

The discussion touched on managing challenges, finding opportunities, using technology, planning for short-term and long-term recovery, and how the travel industry may change moving forward.

The Brand USA Global Marketplace will further Brand USA's efforts to invigorate U.S. tourism as the world recovers. By hosting ongoing networking opportunities, enrichment sessions, and large-scale events across multiple time zones, Brand USA Global Marketplace encourages the international travel community to engage with U.S. destinations on an ongoing basis.

Approximately 150 U.S. partners—ranging from destinations, regional marketing organizations, transportation services, attractions, hotels and hotel groups, to receptive tour operators—are expected to join the platform. The high-caliber of U.S. partners will attract key international audiences who are interested in the U.S. and its diverse destinations, products and services.

"Our industry is resilient, and when it is safe to do so, the world will travel to the United States again," said Tom Garzilli, chief marketing officer, Brand USA. "In the meantime, Brand USA Global Marketplace will inform and support our partners and keep the U.S. top-of-mind among trade, media and consumers. Brand USA Global Marketplace will ensure a 'quick start' back into global markets as soon as it is viable, stimulating active consideration and future travel bookings. We are all determined to welcome the world back to the United States when the time is right."

Learn more about the Brand USA Global Marketplace.

Written by Sarah Suydam, Staff Writer for Groups Today.

Photo courtesy of Brand USA.


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