During recent sales missions to Japan and South Korea, Brand USA conducted a unique collaboration to streamline inbound travel. Brand USA teamed up with U.S. Customs and Border Protection (CBP). Together they facilitated nearly 800 Global Entry mobile enrollment interviews that enabled travellers to complete their membership. This initiative will help to promote travel from Japan and South Korea to the United States by streamlining the entry process through the Global Entry Trusted Traveler Program. "This collaboration showcases the strong commitment of both the public and private sectors to elevating the travel experience for international visitors,” said Aaron Wodin-Schwartz, chief corporate affairs officer at Brand USA. As part of the U.S.-Japan Tourism Year, it is a collaborative effort to boost travel between the two nations. “During the US-Japan Tourism year, this is a celebratory milestone in making the travel experience easier and safer for visitors,” said Deputy Assistant Secretary for Travel and Tourism Alex Lasry. The Global Entry program allows expedited clearance for pre-approved, low-risk travellers upon arrival in the United States. Those approved for Global Entry will enjoy streamlined processing times at airports. During the sales missions, CBP officers conducted in-person interviews with travellers who had completed the online Global Entry application process. This enabled leisure, business, and student travellers from across the region to complete enrollment without traveling to the US for the interview. Brand USA and its federal partners are discussing additional opportunities in the future to bring this opportunity to additional markets. The sales missions to Japan and South Korea enabled US travel industry partners to engage with key travel trade professionals through seminars, meetings, and presentations in Osaka, Tokyo, Seoul, and Busan. These efforts resulted in over 1,200 one-on-one business meetings. 

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  Chris Thompson, president & CEO of Brand USA, the nation’s destination marketing organization and premier sponsor of U.S. Travel Association’s IPW 2024, delivered his final press conference after over a decade of service. As the U.S. international inbound travel industry continues to demonstrate remarkable resilience, Brand USA is poised to further elevate the United States’ position as a premier travel destination.   “There is a clear resurgence in travel enthusiasm with the United States continuing to lead the world in long-haul travel arrivals,” said Thompson. “And while retiring is bittersweet for me personally, the industry is strong, and Brand USA is well positioned which gives me the confidence to step aside.”   Last year, the country welcomed nearly 67 million visitors who spent $213 billion on travel and tourism-related activities within the United States—representing a 28 percent increase over the prior year. Inbound visitation from India has already surpassed 2019 visitation levels, and the following countries are set to do so in 2025: Australia, Brazil, Canada, France, Germany, Italy, and the United Kingdom.   Brand USA’s recent research shows that the United States is the top aspirational destination, ranking first among likely international travelers in Brazil, Canada, China, Japan, and Mexico. Particularly noteworthy is the surge in intent to visit the USA among Chinese visitors, which began increasing towards the latter half of last year and reached its highest level in March 2024 at 55 percent.   The USA is set to welcome 90 million visitors who will spend $279 billion annually by 2027, goals outlined in the 2022 National Travel and Tourism Strategy. The latest forecast by Tourism Economics shows that nearly 78 million visitors are expected to visit the USA by the end of 2024, and spending by international travelers is expected to grow by 74% between 2023 and 2027.   Brand USA aims to engage consumers in a new way as it sets to capitalize on the global events taking place in the United States over the next 3-4 years, such as WorldPride in Washington, DC, 100th Anniversary of Route 66, FIFA World Cup, and the 2028 Summer Olympics in Los Angeles.   “Brand USA’s commitment to inviting international travelers to the United States is a key reason why the USA remains the most aspirational travel destination in the world,” said Thompson.   At the conclusion of the press conference, Todd Davidson, Brand USA board chair and chief executive officer of Travel Oregon, welcomed Fred Dixon, Brand USA’s incoming president and CEO. Dixon, who currently serves as the CEO of New York City Tourism + Conventions, will take the helm of the organization on July 15, 2024.

  Brand USA, the destination marketing organization for the United States, today announced that, as part of a planned succession process, its Board of Directors has appointed Fred Dixon as the company’s new President & Chief Executive Officer, effective July 15, 2024.   Dixon will succeed Christopher L. Thompson, who announced his retirement in July 2023 and held the role of Brand USA’s President & CEO from 2012 to 2024. Thompson will continue to work with the Company through September 30, 2024, as an advisor to facilitate a seamless leadership transition for Brand USA and its partners.   Dixon joins the company with significant experience and a proven leadership track record in the travel industry as the current President and CEO of NYC Tourism + Conventions, New York City’s official destination marketing organization. With more than 30 years in the sector, Dixon is poised to lead Brand USA and bolster its position as a global leader in destination marketing. The Brand USA team is excited about the new perspectives he will bring to drive growth.   “We are delighted to welcome Fred as Brand USA’s next Chief Executive Officer,” said Todd Davidson, Brand USA Board Chair and CEO of Travel Oregon. “Fred brings a wealth of knowledge and experience from across the travel and tourism industry and his strategic, visionary and humble leadership proved that he is the right person to take Brand USA and the marketing of the USA's rich and diverse destinations and experiences to even greater heights. Brand USA’s ability to drive impact with stakeholders and optimize the travel industry's critical economic contributions to the U.S. economy will prosper under Fred’s leadership.”   Dixon will oversee all of Brand USA’s operations as the company prepares for its next phase of growth as tourism remains strong within the U.S.   “I am grateful for my time as the President & CEO of Brand USA, and I know that the future of the company will be in great hands with Fred at the helm along with the dedicated team and the Board,” said outgoing President & CEO Christopher L. Thompson. “I will work closely with Fred and our Board of Directors to ensure a seamless transition of responsibilities.”   “I am incredibly honored and excited to serve as the next President and CEO of Brand USA,” said Dixon. “The U.S. is one of the world’s premiere travel destinations that will only continue to draw and delight visitors from across the globe, and we are well positioned for future growth and success. I want to thank Chris for his many years of leadership and his friendship. I look forward to joining this team and working across the industry to propel us forward.”   Dixon will become President & CEO effective July 15, 2024.