Corporation for Travel Promotion budget hits $500 million

The 43rd annual Pow Wow US travel trade show has just completed in San Francisco, with the declaration that the Corporation for Travel Promotion now has half a billion dollars in funding available to market the USA to the rest of the world.

Stephen Cloobeck, chairman of the new Corporation for Travel Promotion, also chairman and chief executive of Diamond Resorts International, said it had a $200 million budget to promote the US, and that sum, combined with the work of the individual convention and tourism offices, meant there was now half a billion dollars available to market the USA internationally.

He described the new Corporation as a “game changer” and the USA as a “sleeping giant that has awoken.” He added: “Every other country will now be watching the USA – because we know how to compete.”

Pow Wow delegates were shown a new video to promote the work of the Corporation and highlight US attractions, which ends with the tagline” “Come visit the USA”.

But actual marketing activity will not begin until later this fall.  It is anticipated that WTM in November in London will be a good kick-off date.

The newly appointed chief executive, Jim Evans, said the board was working towards making the USA “the most welcoming and interesting tourist destination in the world”. He said that the board had accomplished a great deal since its creation in September last year, and would build on that momentum going forward.

He also said that the corporation would be canvassing US travel partners for their ideas. “We want this program to deliver maximum results to our partners around the world,” he added. But initially his work will be to set up the infrastructure for a successful and long-term corporation. One of the first things on the list is to hire a CMO.

The CMO will establish the USA brand and develop it globally, so it will be a key position. It is a crucially important position.

There is much work to do, but in the end we are excited about the fact that the USA will be able to compete globally for the global travel dollars and reverse the declining market share trends.


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