Brand USA Talks Travel

At SXSW in Australia, we were introduced to “Song Confessional,” a mobile recording studio team who welcome attendees to anonymously confess secrets - from the mundane to the shocking - and then turn the confessions into one-of-a-kind songs. Mark speaks with Creator/Producer Walker Lukens, an Austin-based musician who’s been described as “the best songwriter in Texas,” and Rylan Keturi, of 7S Management. Hear about how they work with Destinations, and listen to a song from the mobile studio.

We meet with Hugh to discuss Brand USA’s recent participation with SXSW in Sydney, Australia, and hear other international possibilities for destinations. Few people are more tapped into event planning, developments in tech, music, and culture than Hugh Forrest, Co-President and Chief Programming Officer at SXSW. Anyone working in planning conferences and conventions in the Travel Industry can learn a lot from what Hugh says in this podcast. Plus, we discuss SXSW’s amazing historical musical line-up, from Johnny Cash to Beck to Billie Eilish.

Hear how the Tourism Exchange creates new opportunities for Suppliers, Distributors and Destinations. Early Travel Exchange adopters Nick Laister, Owner of Fairytale Farms, and Kathryn Davis, Managing Director of Visit West, share their experiences with this groundbreaking new platform. Nick runs a small business and Kathryn is at a destination. Nate Huff, President of Tourism Exchange USA, provides an overview. The session is moderated by Staci Mellman, Senior Vice President of Integrated Marketing at Brand USA. This episode was recorded live at Brand USA Travel Week UK & Europe 2023.

British-American Broadcaster, Author, and Co-Host of the “Men in Blazers” podcast, Roger Bennett and Brand USA's Senior Vice President of Public Affairs, Aaron Wodin-Schwartz, reignite a passion for all things USA in this Travel Week chat. We delve into the enduring promise of America, the growing popularity of soccer in the U.S. and commiserate over supporting losing sports teams on both sides of the pond.

Our expert panel discusses consumer demand for sustainability in travel, climate change effects, potential policy change, the latest research on the subject, and needed innovation. Panelists include Nejc Jus, Head of Research at the World Travel and Tourism Council; Chip Rogers, President and CEO of American Hotel and Lodging Association; and Eric Hansen, Senior Vice President of the US Travel Association. Moderated by Brand USA’s Senior Vice President, Public Affairs, Aaron Wodin-Schwartz. This episode was recorded live at Brand USA Travel Week UK & Europe.

Phil Marshall from Sky Sports speaks with Rowena Samarasinhe, Dave Goodger & Ben Martin about the best to ways to position sports to drive visitation to America. The panel discusses creating a blend of memorable experiences that includes sporting events, authentic storytelling around sports, and the growth of international sports tourism. Dave Goodger is Managing Director, Europe and Middle East at Tourism Economics. Ben Martin is CEO, Pitchside Sport and Entertainment. Rowena Samarasinhe is Partner at LEVEL, Managing Director at GENSport, and a TEDx Speaker. The episode was recorded live at Brand USA Travel Week UK & Europe.

Panelists Helen Brocklebank - CEO, Walpole, Karen Joyce - General Manager, EMEA, Virtuoso, and Toby Skinner - Features Director, Conde Nast Traveler dissect trends in luxury travel, the importance of storytelling in the luxury travel space, luxury travel experiences that transform, and different demo experiences. The panel is moderated by Brand USA’s Mathu Premaruban, Senior Director, Marketing Communications & Public Relations. This episode was recorded live at Brand USA Travel Week U.K. & Europe 2023.

Mark and John discuss how the travel industry can better serve the accessibility market, what options are available to DMOs who might not know where to begin, and current opportunities in accessibility marketing. John is one of the few people in the travel industry to hold the Accessibility Certification from the International Association of Accessibility Professionals. He is CEO of Accessible Travel Solutions.

Mark and Aaron Wodin-Schwartz sit down for a bittersweet farewell to Julie Heizer, retiring from her role as Deputy Director at the U.S. Department of Commerce's National Travel and Tourism Office. Julie shares lessons learned throughout decades of promoting travel and tourism to the United States, the unique nature of tourism as a business built on relationships, and how current travel and tourism professionals can welcome the next generation into the industry. And, oh yes, Julie names names!

Scott dishes on using card points to your benefit – knowledge he gained from his tenure as Executive Editor of The Points Guy. We also discuss the traveler's "bed-to-bed experience" as opposed to the traditional “sidewalk-to-sidewalk" approach, and how content curation can add authority to messaging. Scott Mayerowitz runs his own consultancy, GlobeTrotScott, and has a long career in editing and reporting on travel and business for ABC News and the Associated Press.

Marks digs into Matador's newest product, GuideGeek, one of the first artificial travel planners for consumers that offers answers to most questions concerning travel. We cover AI mistakes and how that affects brand authority, interaction of live agents with customers, and how destinations might utilize GuideGeek. Ross Borden is CEO of Matador Network.

Google Travel’s Head of Content Partnerships, Rachita Awasthi, helps destinations and their constituents drive discoverability online. She explains the Google travel initiative, free tools, education, and best practices for producing video to be surfaced on Google and YouTube.

John reflects on the history of the International LGBTQ+ Travel Association, being authentic with content and marketing, and expanding LGBTQ+ tourism by demonstrating its social and economic impact, along with offering convention details. John Tanzella is President/CEO of IGLTA.

“You don’t have disruptive technology if no one is getting upset,” says Chris. In this final episode from ESTO 2023, learn what A.I. tools you can use right now with travel images and video - plus, we touch on hallucination, scaling, and “Guide Geek,” a new A.I.-based travel planner on WhatsApp & Instagram. Chris Collins is Founder of Tipodean Technologies.

We discuss Expedia’s latest consumer study, “the new traveler path to purchase,” which includes Canada, U.K., Mexico, Japan, Australia, France and the USA. We also chat about cooperative marketing and our new Expedia/GoUSA TV partnership, the “Shop This Trip” platform. Krista Bentley is Strategic Accounts Director at Expedia Group Media Solutions.

The Travel Industry has a few mad scientists, and Mark obviously feels that Gray is one of these rare individuals who sees what others may not. The two discuss artificial intelligence as a parlor trick and its potential, plus ideas about data/metrics and the latest web development. Gray is Vice President, Strategy & Insights at Miles Partnership.

Mark dives deep into how to encourage disruption with Shawn Kanungo, even exploring what it means “to die at 23 years old, but not be buried until 87.” Hear how you can embrace change and personally take your organization to new heights of success. Shawn Kanungo is the best-selling author of “The Bold Ones,” and has a new special on Apple TV, Netflix, and Amazon.

This episode focuses on tips you can use in your content creation. We get the lowdown on how our winners created their series from Vice President of Marketing and Business Development at Visit Denver, Justin Bresler, and Chief Brand & Marketing Officer at Visit Salt Lake, Tyler Gosnell.

Mark & Dave focus on how destinations can positively change lives through travel and tourism. After you hear Dave's approach in Michigan, you will clearly understand why the industry named him State Tourism Director of The Year. Dave Lorenz is Vice President of Travel Michigan. This was recorded live at ESTO 2023 in Savannah, Georgia.

Learn how all DMOs can work with TikTok, either on their own channels or via Visit The USA. We also discuss how TikTok differs from other socials channels, the future of the platform, and advertising. This and more from Danielle Johnson, TikTok's Group Vertical Director for Global Business Solutions, and Staci Mellman, Brand USA's Senior Vice President, Integrated Marketing.

Live from ESTO, Mark & Brad discuss how important it is that local citizens are a full part of the tourism process – from marketing to sustainability. Plus, we hear what Brad has learned from adversity and challenges. Brad Dean is CEO of Discover Puerto Rico.

Why should you hire a full-time Research Director? Amir lays out the case. We also talk about the continuing impact of Covid on travel, the travel industry workforce, and ESTO Cares. This episode is live from ESTO in Savannah, Georgia. Amir Eylon is President/CEO of Longwoods International.

How can travel media publishers earn reader loyalty? We get the unique perspective of Bryan Kinkade, VP/Publisher at AFAR Media. Bryan shares insights gleaned throughout his 15-year career in travel and media, touching on the differences between digital and print content, the role of local voices in storytelling, and keeping visitation sustainable on an individual level. We also hear about Bryan's recent 6-week sabbatical across South America. The episode is live from ESTO in Savannah, Georgia.

Live from Savannah, Georgia, we kick off coverage of ESTO with Ellen Davis, Executive Vice President, Business Strategy and Industry Engagement at U.S. Travel. Ellen covers the importance of conducting your own research, collecting first party data, and keeping inbound international travel to the U.S. competitive, as well as the backstory on Ellen's role in the formation of Cyber Monday.

Start-up culture is always interesting, as is how small destinations work with limited budgets. Hear what Wendy Hasse, President/CEO of Visit Santa Ana has learned. Also, if you’re thinking about CDME certification, Wendy shares her experience with the process.

How did Visit The USA go from 0 to over 600,000 followers on TikTok? We ask Coralis Rivera-Aponte, Brand USA's Manager of Integrated Marketing and Social Media. We discuss why TikTok is a valuable platform for DMOs, the meteoric rise of Threads, and Brand USA's social media strategy in FY24. Coralis was recently named to the 30 Under 30 list by Destinations International.

We discuss refocusing a DMO to help build the local community through job creation, economic activity, earning taxes through tourism, and building a brand that helps diversify the economy by attracting investment and businesses. Jack also talks about being named one of the top 25 most influential people in the meetings industry. Jack Johnson is Chief Advocacy Officer at Destinations International.

We tackle the complex topic of accessible travel, covering innovation, higher level education, and the ADA. You likely know Jake from his many previous roles in our industry, but his latest venture may well be his most impactful. Jake is now Founder and CEO of TravelAbility. The episode was recorded live at Destinations International in Dallas, Texas.

Mark & Fred cover a wide range of topics from Broadway to the Boroughs, to the DMO’s re-brand, to Restaurant Week. Fred Dixon is President/CEO of New York City Tourism & Conventions.

Paul talks about winning D.I’s. Global Impact Award, how to transform an organization using a balanced score card performance management framework, taking the D.I. Equity, Diversity, and Inclusion CEO Pledge, and making tourist spaces more accommodating for children and adults on the spectrum. Paul Nursey is the CEO of Destination Greater Victoria. This was recorded live from the Destinations International Convention in Dallas, Texas.

Live from Destinations International, we speak with the host city's representative: Craig Davis, President and CEO of Visit Dallas. Craig discusses how the stereotypical cowboy image plays into the Dallas brand, what he’s learned at this year’s convention, the city's upcoming new convention center, and his major career shift of moving to Dallas after growing up in Ontario and spending 30 years in Pittsburgh.

Live from the D.I. Convention, we discuss Idaho’s approach to international marketing, segmenting seasons, artificial intelligence, and making choices among many places to highlight in the state. Jeremy Chase is Marketing and Innovation Administrator at the Idaho Department of Commerce.

Hear about the unique positioning of Oulu, Finland, a city that says: "There's nothing to see here." Plus, the world's largest air guitar event, and YT gets a D.I. Leadership Award at the convention. YT is CEO of Visit Oulu in Finland.

What keeps people coming back to Massachusetts' capital? Martha Sheridan, President/CEO of Meet Boston, answers that question and many more from the D.I. Convention in Texas. We discuss Boston’s rebranding process, garnering visitation in the cold winter months, and the city's role as a hub for greater New England tourism. Martha, a 30-year tourism vet, also shares advice for up-and-coming women in the travel industry.

In our debut episode live from the Destinations International Convention in Dallas, Texas we discuss regenerative tourism, indigenous tourism, and Canada’s tourism corridor strategy program with Marsha Walden.

The new “Tourism Exchange USA” enables suppliers - ranging from accommodations to tours and attractions - to manage live availability, pricing, and bookings across multiple distributors in a one-stop exchange. Find out about how the exchange works, initial destination adoption, first party data, and more. Nate Huff is Senior Vice President at Miles Partnership.

For the Fourth of July, we bring you American celebrations in India, Germany and Italy. We cover the logistics of holiday activations internationally, the Sister City program, and the surprising popularity of Black Friday around the globe. Join the party with Sheema Vohra, Managing Director at Sartha Global Marketing in India; Josy Ando, CEO at Authentico Marketing in Italy; and Nicola Aherns, Account Director at Lieb Marketing in Germany.

Our conversation takes us to the intersection of sustainability and tourism. We talk visitation impact, modeling good behavior outdoors, and how destinations can help with bring Leave No Trace ideals to travelers. Andrew Leary is Director of Sustainable Tourism and Partnerships at Leave No Trace, and serves on the U.S. Travel and Tourism Advisory Board.

Also, hear why you should be happy when customers complain and provide feedback. Plus, we discuss removing friction from travel experiences, setting goals beyond recovery, WiFI on planes, and artificial intelligence talking to artificial intelligence. Tim Mapes is Delta Airline’s Senior VP and Chief Marketing & Communications Officer, and is on Brand USA's Board of Directors.

Joe Marinelli is a walking example of industry loyalty. He's been President/CEO of Visit Savannah since 2007, and spent over a decade each at Experience Columbus and Westin Hotels and Resorts. Joe shares insight about his work experience, expounds upon recent lift, and discusses working with Explore Georgia and Brand USA. We also get tips on how to best enjoy Savannah's historic district and numerous city squares while visiting for ESTO, August 19-22.

For our final IPW 2023 podcast, Matt Charlton takes us behind the scenes of travel writing and broadcasting. We discuss how and where he looks for stories, the resurgence of American cuisine for travelers, and a possible future of writers collaborating with influencers. Matt's work appears in The Times, Rolling Stone, NME, the BBC, and many more media outlets. See you next year at IPW 2024 in Los Angeles!

We catch up with Rick DeLappe, Interagency Program Manager for the National Park Service, as he celebrates both 25 years of Recreation.gov and his own retirement. We learn about the agency's dedication to continuous improvement through forward-looking technological developments, the breakdown of international visitors to Recreation.gov, and the pros and cons of using Google translate.

Dan Mickelson, Chief of the Immigration and Employment Division in the State Department's Visa Office, answers tough questions about visas for international travelers. Dan provides insight into the action plan for improving wait times, and shares upcoming innovations that will streamline the issuance of visas to millions of applicants.

Brand USA's Staci Mellman, Senior VP of Integrated Marketing, and Jackie Ennis, VP of Global Trade Development, walk us through data-driven analysis of recovery in major travel markets around the world, and the likelihood of visitation to the United States in the near future.

Toby tells the story of America’s public lands, describes working with the Nez Perce tribe, explains environmental interpretation, and delves into how she uses the Japanese practice of shinrin-yoku, or 'forest-bathing', to help travelers connect with nature. Toby Bloom is National Program Manager for Travel, Tourism and Interpretation, US Forest Service.

Get a master class on how ESTA facilitates international travel, and clearly understand how and why a visit to Cuba affects the visa process. Macharia is the Branch Chief for the Electronic System for Travel Authorizations (ESTA) and the Electronic Visa Update System (EVUS), as well as a travel industry liaison for the Office of Field Operations. He’s also an outstanding karaoke performer.

What more fitting place for Brand USA Talks Travel to mark our 100th episode than on the floor at IPW, with none other than Brand USA's President and CEO Chris Thompson? Chris was our first guest on Episode 1; he rejoins us now to look back on key milestones and achievements over the last decade of promoting the USA.

How does a DMO add significant lift from new markets? Find out how SLO CAL did it. We also tackle a few seriously tough topics, including how homelessness impacts visitation, and the correlation between vacation rentals and local housing availability. Most importantly, Chuck fills us in on the lasting importance of only doing work that benefits the community you serve. With special guest host Aaron Wodin-Schwartz.

Live from San Antonio, our coverage of IPW continues with Peter DeWitt, Outstanding Natural Area Manager, Jupiter Inlet Lighthouse for the Bureau of Land Management, and Cortney Solum, Writer/Editor for National Wildlife Refuge System. Peter and Cortney shed light on the challenges and successes facing our nation's National Wildlife Areas and Protected Lands, including redistributing visitation away from over-crowded sites, the boundless appeal of the American landscape, and how nature delivers joy in any language.

As tourism professionals from all over the globe converge in San Antonio, Texas, we kick off our series of IPW 2023 podcasts with Geoff Freeman, President/CEO of the U.S. Travel Association. We talk about what Geoff has learned through his work in various industries, why it’s important to think big, and discuss turning obstacles into opportunities.

Don Welsh, CEO of Destinations International, shares insight into DI's annual convention, held this year in Dallas, Texas. Learn about the workshops and career development, Don's tips on attracting event sponsors, and why this year's convention is titled "Reimagine."

Is a trip planning tool a must for a DMO? Find out how potential tourists use one of the largest trip planning tools in the world and how that tool can be white-labeled for your local destination website. Meet the Global Head of Klarna Trips, Anoop Goyal and Steve Effron, Accountable Lead for Klarna Trips Content.

Nan Marchand Beauvois gives us a sneak peak of what to look forward to at ESTO, 8/19-8/22 in Savannah, Georgia. Hear about the seminars, speakers and activities…plus find out Nan’s actual first name! Jody Raida also explains how to enter your destination video for Brand USA’s Storytelling Awards presented at the conference. Nan is U.S. Travel’s SVP, membership & industry relations and GM of ESTO. Jody is the Principal at Lemonade, a content consultancy.

We explore the curiosity that drives content creation about America’s strange and wondrous places. Doug Baldinger, Vice President at Atlas Obscura, and Dylan Thuras, founder of Atlas Obscura, discuss their unique approach to travel podcasting, books, websites, and video production. We also hear about the new episodes of GoUSA TV’s “Small Town, Big Story."

The Brand USA marketing team’s focus for the next year is on consumer campaign integrations, targeted media distribution, in-market collaboration, and building out our partner resource center. Cat Reith, Brand USA’s Senior Director, Partner Marketing Program provides the details and dishes a bit about her personal journey in travel and tourism.

When a consumer of travel content watches video, what is the value of that time? With the prevalence of FAST channels, on-demand apps, and social media, this is a highly relevant, yet complex issue. That’s why Ryan has assembled a committee of America’s destination leaders and major travel brands to solve this equation. Learn about the “Content Value Initiative” and how the results benefit destination marketers, production companies, and agencies. Ryan Thompson is Senior VP at Miles Partnership and Founder & Managing Director at Odyssey.

Geordie shares primary motivators for British travelers in 2023, describes travel stories that resonate, and reminds us of the tremendous variety of experiences that the USA offers to international travelers.

Did you know that American hostels welcome 2.5 million travelers each year? Russ Hedge, CEO of Hosteling International USA, details the history of hostels, talks about how they’ve changed, and how hosteling achieves sustainability goals. Russ has also served on the boards at US Travel, The Alliance For International Exchange, and the United Nations World Tourism Organization.

While many experience Brand USA's work, relatively few understand the structure. Aaron Wodin-Schwartz, Brand USA's Senior Vice President of Public Affairs, illuminates what it means to be a public-private partnership and discusses implementation of the Travel Promotion Act.

Get the insider perspective on state legislators from the CEO of New Orleans & Company, Walt Leger, who spent 12 years serving District 91 in Louisiana. We also hear interesting tips on partnering with local institutions, and discuss whether it makes sense to promote travel on Twitter.

Meet Brand USA's new Senior VP, Integrated Marketing, Staci Mellman, as she fields questions from colleagues related to female empowerment, advancement, and learning from role models. We also discuss her first international mission to Australia.

Nobody knows IPW like Malcolm Smith, so he’s the perfect person to get you prepared. We discuss country registration stats, the fun evening events, and since Malcolm is a San Antonio native, you’ll get tips for places to check out on your visit. Malcolm Smith is U.S.Travel's Senior VP of Business Development, and General Manager for IPW.

Meet TV Director Steve Harris and hear about the unique challenges of creating family travel shows. We learn about his experiences directing the new GoUSA TV series "Ellis Family Vacation." Plus, we discuss equity and inclusion behind the camera. Steve Harris is CEO of Sneakertopia and Head of Development for Workaholics Entertainment Group.

Did you know that consumers often view over 40 websites before making travel plans? Steven Paganelli enlightens us on many surprising facts, figures and trends he's seen at Tripadvisor, who recently surpassed one billion reviews. Steven is Director, Destinations, Hotels and OTAs, Americas at Tripadvisor.

Hear behind-the-scenes stories about Dr. Martin Luther King, Jr. and “To Kill A Mockingbird” author Harper Lee. We also learn what it takes to create UNESCO World Heritage Sites. Lee Sentell has been Alabama’s Tourism Director since 2003.

We return from winter break with Don Moore, EVP, Business Rental Sales & Global Corporate Accounts at Enterprise Holdings - and a Brand USA board member. Don shares over three decades of industry insights, talks international expansion, and gives us a glimpse at future technology.

How can YOU participate in a Brand USA MegaFam? The answer to that and many other questions are answered by two MegaFam veterans, Suzy Shepard, Brand USA's Director of Global Trade for Asia Pacific, and Amanda Davis, Brand USA's Senior Manager, Global Trade for UK and Europe. Suzy and Amanda provide insight into these unique on-the-ground experiences, and share a few of their favorite memories from 22 Mega-Fams in 8 markets.

How do Italian tourists feel about visiting the United States? Gaia Guarino, Editor of TTG Italia, shares how Italian visitors to the U.S. are increasingly interested in authentic experiences in cities off the beaten path. We also discuss how the job of a travel agent has changed in recent years, the effect of the strength of the U.S. Dollar combined with inflation, and how American holidays are perceived in Italy.

Drawing on decades of DMO experience, President/CEO of Visit Baltimore Al Hutchinson shares his perspective on advocacy. We also discuss elevating Black, Brown & Minority Business, and kick around the relatively new concept of “Slow Travel.”

For decades, Richard Arnold has been entertaining and reporting to huge audiences in the United Kingdom. We discuss why the United States stands out to European travelers, and the power of American music, TV, and film across the world; Richard also shares his personal love affair with Dallas, Texas. We couldn’t resist… we also asked him about his favorite celebrity interviews.

Butch Spyridon has led Nashville to become a $7B-a-year destination through its iconic Music City branding and image. Butch recounts some of the risks he took to put Nashville on the map, including the creation of two major destination-first films and embracing activations to bring in more tourists. Butch has been President/CEO of the Nashville Convention and Visitors Corporation since 1991.

Meet Chip Rogers, President/CEO of the American Hotel & Lodging Association. Chip explains AHLA’s mission, expounds upon the intersection of Hotels and Destinations, and addresses the opportunities for employment in the hotel industry.

Join us for a close-up of Ireland’s travel industry landscape. Often lumped in with England, Irish travelers constitute a unique market of their own - one with a strong connection to the U.S.A. We touch on how U.S. Destinations can obtain coverage from the Irish press, the enduring power of food in storytelling, and the dangers of being on overbooked press trips. Nicola Brady is an award-winning travel writer whose work appears regularly in the Irish Independent, Evening Standard, The Independent UK, Condé Nast Traveler and others.

We welcome back Scott Balyo, Executive Director of CRUSA, to discuss trends he heard from buyers and suppliers. Plus, learn how CRUSA funded this debut event, its planning timetable, and the challenges of covering such a large territory.

In this episode, we’re talking experiential travel. Learn how diversity, discovery and discernment are key to serving LGBTQ+ and Luxury travelers and hear about coming trends. Uwern Jong is co-founder and editor-in-chief of "Out-There" magazine.

Anyone who loves the Blues, or wants to create a specific marketing proposition about their destination, will enjoy hearing these stories from Bubba O'Keefe, Executive Director of Visit Clarksdale in Mississippi. Renowned as the home of the crossroads where Robert Johnson sold his soul to the devil, Clarksdale is 120 minutes from Memphis and boasts none of the glamour of big cities; even so, it attracts tourists from all over the world.

Time to soak up the wisdom! Don shares what he's learned throughout his 35+ year career in the travel industry, including the value of MICE, how travel conferences can improve, DEI, and his organization's upcoming Advocacy Summit. Don Welsh is President/CEO of Destinations International.

To conclude our coverage of Travel Week from Frankfurt, Germany, we speak with John Percy, President/CEO of Niagara USA. John offers words of encouragement to smaller destinations about international tourism, and presents his first-timer impressions of Travel Week.

We hear about the Buyer-Supplier meetings, the Media Forum, CEO Summit, the relationship between content creation and distribution, and the future of live and virtual industry meetings.

Live from Frankfurt, Germany, we explore hosted trips for journalists, working with local PR representatives, and the secret conversations that travel journalists have when destinations aren't around. Jacqui Agate is a freelance travel journalist whose work appears in The Eye, The Times, National Geographic, Wanderlust, and more.

From Frankfurt, Germany, we discuss fostering inclusivity in tourism, attracting families to visit the U.S., and the synergy between VRBO and Expedia, plus search volume. Jennifer Andre is Vice President of Business Development at Expedia Group.

We discuss green travel technology, sustainable travel, and travel mobility, plus the upcoming Travel Mobility Conference. Tori Barnes is Executive Vice President, Public Affairs and Policy at U.S. Travel Association.

We welcome back Todd Davidson, CEO of Travel Oregon and Vice Chair of the Board at Brand USA, to talk about the difference between functioning as a Destination Marketing Organization and a Destination Management Organization, and how running a DMO has evolved over the years.

We hear the history of how BTT was formed, discuss DEI initiatives, and find out about upcoming projects from Stephanie Jones, CEO of Cultural Heritage Economic Alliance and Founder of National Blacks In Travel And Tourism Collaborative.

Lauren Bailey, CEO and co-founder of Upward Projects, dishes on the enduring power of food as a travel motivator, how DMOs can explore the connection between food and other forms of local culture, and mastering the art of time management.

For our final episode live from ESTO in Grand Rapids, we speak with Mike Gussiaas, Global Marketing and Brand Strategy Director for the South Dakota Department of Tourism. Mike tells us about South Dakota's initiative to provide visitors with a digital travel pass app that spreads visitation from the gateway cities and landmarks to every corner of the state. We also learn about the surprising effect that South Dakota's exotic nature has on international visitors.

How does a DMO attract a cruise line? We speak with Jay Robichaux, Executive Director of Louisiana's River Parishes Tourist Commission about what a parish is, and get a fresh perspective from someone coming from another industry to work in tourism.

How does the promise of experiencing cultural diversity affect travelers' decisions? This special episode with Carroll Rheem, Founder/CEO of Iolite Group, is about "The Multicultural Multiplier," a landmark study conducted by her firm. Carroll hosts a free webinar on the importance of cultural diversity as a marketing opportunity on August 23rd at 11am EDT. We return to more "Live from ESTO" episodes tomorrow.

It's a jam-packed episode about innovation and creativity with Stuart Butler, CMO of Visit Myrtle Beach.

Cory Jobe, President and CEO of Great Rivers And Routes, talks about building new product, how DMOs can bolster local economic development, and fun facts about one of the most iconic road-trips in the USA.

Dave Lorenz, Vice President of Travel Michigan, talks tourism public relations, details the difference between visiting and living in a destination, and reviews the history of Pure Michigan positioning

Gwynne Spann, Director of Content Marketing, Visit California talks Tik Tok, next generation websites, and content editorial boards. Plus, we learn how to say her name correctly!

We catch up with Amir Eylon, President/CEO, Partner at Longwoods International. Get perspective concerning how the traveler has changed over the past two years, the thing to look for when assessing market surveys, and the importance of research-based insight.

We continue our coverage of ESTO with Danielle Posa, Vice Chair of the Workplace Wellbeing Initiative for the Global Wellness Institute. We discuss the difference between wellness and wellbeing, the rise in the pursuit for self-care, and the opportunity for destinations to cater more to mothers traveling with children. Danielle was a keynote speaker at ESTO.

In one of Geoff’s first media appearances in his new role, we cover a wide range of topics: from what he’s learned as a President/CEO at other associations, to his role in advocating for the creation of Brand USA years ago, to his own special travel hack. To hear the hack, you gotta listen all the way to the very end! A word of caution: the crowd noise from ESTO slowly builds until the end, when it sounds as if we’re in a crowded bar (we weren’t). You’ll want to share this special episode with others in the travel industry, whether they came to Grand Rapids or couldn’t make it.

What makes the nation’s capital so special? Plus, Elliott Ferguson, President and CEO of Destination DC, details the importance of teaching the next generation of talent about the many opportunities within the travel industry.

Shaun MacGillivray, President of MacGillivray Freeman Films, was instrumental in creating Brand USA's three IMAX films. He shares his unique understanding of content creation and distribution.

Telling your destination's story goes far beyond commissioning articles for travel sites. Join us for an in-depth conversation with Mathu Premaruban, Head of Marketing, Communications, and Public Relations for Brand USA, about how to foster enduring camaraderie with journalists from all over the world.

We connect with Liz Bittner, President/CEO of Travel South, to hear about DMOs creating consumer-facing podcasts. We explore the benefits of creating travel audio content, the importance of narration, marketing, and other fine details about podcasting for potential travelers.

We close out this special series of IPW podcasts recorded live during the last few minutes in Orlando with Jo Palmer, Founder/Managing Director, Gate 7. Jo dives deep into why the U.S. is the number one aspirational destination for Australian tourists and how DMOs can better attract these long-stay visitors. Yes, the IPW ground crew are literally carrying out the potted plants as we speak.

Denis Ribeiro, General Manager for Aviareps Brazil, highlights current travel motivators, the long booking window, and what Brazilian visitors want to see and do in the United States.

Dive into the Great American West with Mathias Jung, CEO of Rocky Mountain International. We discuss how states come together for regional tourism marketing, the current supply challenges, and how to deal with a lack of direct flights.

What’s the current bucket list for U.K. travelers in the USA? Is there enough lift? Plus, encouraging the next generation to work in the travel industry.

Did you know that Wisconsin produces more than half of the world's cranberries? We sit down with Craig Trost, Communications Director of Wisconsin Department of Tourism, to discuss the importance of sharing your destination's unexpected offerings, the potential of sports tourism, and thoughts about IPW.

Millions of tourists already utilize Recreation.gov to plan and reserve trips and experiences in our National Parks. In this episode with Janelle Smith, Public Affairs Specialist with the U.S. Forest Service, we explore the huge international opportunity, talk about how to mitigate places that have too much traffic, and hear about user-generated content.

There are specific challenges and opportunities in creating destination content. Ashley Davidson, Founder and Creative Director of Citizen, offers advice on creating compelling branded content and how important it is to focus on the heart of a community from a tourism perspective.

Hear how and what CRUSA promotes to encourage visitation to DC, Maryland, and Virginia.

Lourdes Berho, President of Alchemia, speaks about the wide demographic variation of travelers who visit the U.S.A. from Mexico and how DMOs can appeal to their diverse interests. We also talk about why translation of content into Spanish is so important and other helpful marketing tips.

Sherry Rupert, Chief Executive Officer of the American Indian Alaska Native Tourism Association (AIANTA), joins us for an eye-opening conversation on sharing the stories of Native American Tribes and hearing how DMOs can help amplify messaging to increase tourism.

On the floor at IPW, we meet with Grey Brennan, Deputy Director of the Alabama Tourism Department. Grey has spent over two decades working to bring people to visit his home state, teaching us about the deep history of the U.S. Civil Rights Trail.

It’s important that international tourists receive guidance from tourism professionals on how to best experience the USA’s 400+ National Parks and Protected Sites. Donny Leadbetter, Tourism Program Manager of the National Parks Service, talks about the importance of pre-planning visits, countering over-crowding at certain parks, sustainability, and other tips you can communicate to travelers.

Sheema Vohra, Managing Director of Sartha Global Marketing, presents the latest on how Indian travelers view visiting the United States, and offers advice on how U.S. DMOs can better motivate travel from India.

Learn how Kentucky is working with Brand USA to reach more international tourists…plus, hear about the many compelling reasons to visit from Kentucky Department of Tourism Commissioner Mike Mangeot.

Do you know about the mission of the U.S. Commercial Service and how they can help you? Find out! We learn about how our government provides services and connections through embassies and other means from Aron Davidson, Travel & Tourism Lead for the U.S. Commercial Service.

We get the inside scoop on what it's like to host IPW from Danielle Hollander, CMO of Visit Orlando. Also, learn how locals keep the magic alive in one of the most popular tourist destinations in the USA.

We continue our coverage of IPW with Andrés Munoz, CMO of Visit San Antonio. We cover the unexpected wonders, and how the city is ready to provide the stage for global tourism.

Roger talks about his impending retirement, his future, and his views on the travel industry’s most important challenges. Roger Dow is President/CEO of the U.S. Travel Association.

She’s created tons of travel videos and watched hundreds of hours of destination content. We catch-up with Jody Raida, Principal of Lemonade, and focus on creating compelling travel videos.

John Tanzella, President/CEO of IGLTA, offers a brief history of the organization, talks about the annual convention and their first upcoming virtual one-to-one international meetings, scheduled June 23rd.

Check out this compelling conversation with Travel Industry veteran Tom O’Toole. You likely know Tom from his many years with United Airlines and Hyatt Hotels. He’s currently Associate Dean for Executive Education at Northwestern University, Kellogg School of Management, and serves on several corporate boards including Alliant Energy, CWT, and Brand USA.

Rosina Barbastefano, Brand USA’s Sr. Director of Research & Analytics covers new research with updated country profiles, motivations for travel, destination interest and more. Learn all about the just released “interactive market data” dashboard. It’s free!

Holger Jacobs, Editor of FVW Magazine in Germany, reports on trends in travel. In this episode, Holger covers many topics including pricing, lift, and where Germans would like to visit.

Learn how destinations can develop and strengthen relationships with top tour operators & media from the U.K. and Europe. Brand USA’s Director, Marketing Operations & Special Projects, Alexis Adelson also talks about the new CEO Summit and Media Forum at Brand USA Travel Week. We’re just five months away!

Plus, advice on hiring and fostering an open and inclusive working environment from Donald Richardson, Chief Financial & Diversity, and Inclusion officer at Brand USA.

We get a perspective from Robin Searle, Managing Editor of Travel Weekly, U.K. Robin also offers advice on how destinations should pitch stories to trade and consumer travel journalists.

Liz Bittner, CEO of Travel South, the largest regional alliance in the United States, addresses collaboration between states, return on investment, and inspiring international travelers to come to the USA.

Also: Do you speak British? Take the quiz with Amanda and hear wise words concerning work / life balance in the travel industry. Amanda is founder & partner MMGY HillsBalfour & President MMGY TMC.

Adam Burke, CEO of the Los Angeles Tourism & Convention Board, on events for international tourists, plus Oscar predictions.

There is vital work ahead to put the U.S. travel and tourism industry back on track, restore livelihoods, and bring the world back together through the power of travel. Brand USA Senior Vice President of Public Affairs Aaron Wodin-Schwartz details how the emergency funding included in the 2022 omnibus spending bill will accelerate the return of international visitors and quicken the industry’s recovery.

We’re celebrating International Women’s Day with Alice Norsworthy, President, Global Marketing, Universal Parks & Resorts. It’s a great quick listen for those interested in growing their career, from one of America’s top marketers.

How important is tourism to Oregon's economy? What’s the importance of international visitation? These and other fascinating highlights in five minutes.

Meetings, incentives, conferences, and exhibitions are essential components of the travel industry. Elliott is a true MICE veteran. He offers advice on getting started; plus, we talk about the current state of business travel and recovery.

Catch news you can use about this year’s IPW from the man who makes the plan, U.S. Travel’s Malcolm Smith, SVP of Business Development and General Manager of IPW. You’ll hear registration trends, things learned from last year’s IPW, and entertainment you won’t want to miss.

Alice Norsworthy, President of Global Marketing for Universal Parks & Resorts and Brand USA’s new Board Chair, talks about effective storytelling, conventional marketing wisdom, balancing health & safety protocols, and new attractions at Universal. Break out the headphones for a very fast five-minute listen featuring one of America’s marketing leaders.

Nick Hentschel, COO of American Tours International, updates us on the latest international tourism trends, offers perspective about how new variants may or may not affect travel, and speaks about which markets are recovering faster in terms of bookings and length of stay in the USA.

Hear a personal take on why DEI is so important in creating travel content.

In this episode, we discuss how smart destination marketing organizations position shopping in their story narrative, potential shopping barriers for international tourists, and shopping in-person versus online.

Even beyond the pandemic, will we still have virtual one-to-one meetings in the travel industry? We also speak about the newly released “International Pavilion,” getting a closer look at how it provides a new option to the USA's destination marketing organizations for obtaining vital research and country-specific market information.

Why is storytelling foundational to Brand USA’s marketing efforts around the world? Listen to find out! We go back to the beginning to hear about how our nation’s destination marketing organization decided to produce big-screen films, and take a closer look at the United Stories campaign as well.

Travel Influencers rule! We speak with Susan Zachar, Senior Director Integrated Marketing at Brand USA, concerning the criteria for selecting the best Influencers, composing a project brief, how to improve Influencers' experience on the ground, and whether Influencers are here forever or are merely a passing trend.

Ever wonder how Atlas Obscura got started? Dylan dishes on the travel company's origins, their best-selling books, the massive Atlas Obscura website, and video storytelling. This is part two of our podcast featuring content creation by Atlas Obscura.

Dylan Thuras, Co-Founder & Creative Director at Atlas Obscura, joins us for a chat about our new joint production of the GoUSA TV Original series “Small Town, Big Story.” Dylan talks about how Atlas Obscura came up with the concept and takes you behind the unusual scenes in South Bristol, Maine; Glover, Vermont; and Ketchum, Idaho. This is part one of a two-part podcast featuring content creation by Atlas Obscura.

We speak with Kyle Edmiston, President/CEO at Lake Charles/Southwest Louisiana Convention and Visitors Bureau. Kyle is just stepping down as Brand USA Board Chair, so he’s in the unique position of running a local Destination Marketing Organization and having an insider’s perspective on Brand USA. We talk about why DMOs partner with Brand USA; the opening of the United States; and why everyone should visit Louisiana.

In episode three, we speak with Jackie Ennis, Brand USA’s Vice President, Global Markets. Our conversation covers what the International Travel Trade is saying about the opening of U.S. borders to tourists; an explanation of the new international pavilion in the Global Marketplace website; and what bookings are already indicating about what tourists want to experience on their upcoming visit.

In episode two of Brand USA’s Talks Travel podcast, we continue our conversation with Chris Thompson as he fondly remembers Arne Sorenson, the late President/CEO of Marriott International. Chris attended Arne’s recent memorial service and was extremely moved by the experience.

This is Brand USA Talks Travel, Episode 1, with special guest Chris Thompson, our President and CEO. Our topic: the USA is open for international travel once more.

Mark's questions for Chris are timestamped below.

0:29 - As you speak with leaders in the travel industry, what are you hearing about the opening?

0:59 - Tell us about the [reopening] event in New York.

1:22 - All the travel sources that I read seem to indicate that travelers are feeling a high propensity to book, but at the same time, can be confused about the messaging surrounding health concerns. How do we begin to mitigate that?

3:00 - In thirty seconds or so, can you tell us about how Brand USA's partners can participate in the effort?

3:36 - I know that you attended Arne Sorenson's memorial service this past week. Would you mind sharing a little bit about the service?

Brand USA Talks Travel is a new podcast about international travel. Subscribe to be notified as we release new episodes.