This year, Brand USA for the first time participated at ITB Asia held in Singapore, bringing with it the largest turn out of exhibitors at the US pavilion. The major American presence at this trade show saw exhibitors including Florida, Las Vegas, New York, San Francisco, Caesars Entertainment, Grand Canyon, Universal Orlando, Utah’s Canyon Country and Tour America.
The economies of South East Asia, including Indonesia, Malaysia, Philippines, Singapore and Thailand, have been enjoying stable and consistent growth, which has seen outbound travel to the US growing by five to ten per cent in various markets. Singapore, which serves as a gateway to the emerging region, is an English-speaking market whose citizens enjoy visa waiver (or visa upon arrival) to 161 countries, including the USA. Singapore’s five million residents make over eight million outbound trips annually, representing almost two trips per year for each person, added a release from Brand USA.
“The South-East Asian market is an emerging but rapidly growing one, and we are experiencing a consistent demand for travel to the US. ITB Asia in Singapore represents for us a key channel through which we reach out to this increasingly discerning audience seeking a unique and memorable travel experience. We are confident that our inaugural debut here will make a positive and lasting impression,� said Christopher L. Thompson, President and CEO, Brand USA.
Brand USA developed a series of ITB Asia activities during the travel fair to further strengthen tourism marketing efforts in South East Asia. The official opening ceremony saw significant presence of US destinations at ITB Asia with US industry leaders and selected media organisations.
Brand USA invited wholesalers, tour operators, retail agents and online travel agencies from Indonesia, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam to the ‘Taste of USA’ Travel Trade Lunch Seminar to explore business opportunities and share new US itineraries.
Brand USA partnered with TTG Asia Media to produce a series of three six-page Brand USA supplements, which were distributed daily during the three-day trade show in Singapore, serving as a promotional platform for US tourism suppliers.
The USA Pavilion and related activities at ITB Asia 2013 were a part of the Brand USA Asia Sales Mission, covering Taiwan, Hong Kong and South East Asia.
To fully engage with Asian buyers, Brand USA will be launching advertising campaigns across print, broadcast, digital and social media in Mainland China, Hong Kong, Taiwan and Singapore this quarter.
Brand USA debuts at ITB Asia 2013
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