Speaking at the Brand USA press conference at IPW in Washington DC, Dow’s statement responded to fears of the tourism body’s potential demise at the hands of President Donald Trump.
Trump’s budget proposals would see Brand USA scrapped, with funding instead shifted to increase border security.
After an introduction by Dow, Chris Thompson, president and chief executive of Brand USA took to the stage to highlight the destination-marketing organisation’s successes.
“Over the past four years, we have secured 4.3 million incremental international visitors, and $13.6 billion incremental spend,” he told the audience.
Responding to questions about proposed budget cuts, he said: “The president’s budget is a statement of priorities. It’s just a starting point.”
He added that it was “congress that appropriates rather than the president,” adding that in 2014, congress voted “overwhelmingly” – and ahead of schedule – to reauthorise Brand USA with a vote of 348 to 56.
Thompson also revealed plans for a new campaign entitled “One Big Welcome”, which will reinforce the message that the USA is open to all.
The “social-first” campaign will create personalised video welcome messages for international travellers who are considering trips to the United States.
“We want to focus our efforts on the diversity of our country in terms of geography, but also in terms of our people,” Thompson said.
The videos will draw on individual’s own experiences and recommendations for places to visit, including restaurants, nightlife, and historical attractions.
“When people travel, it’s the local residents they meet who really make their trips special,” Thompson said. “The residents often want visitors to see and experience what they love about their hometowns.”
“These documentary-style messages can convey the warmth and authenticity of our people and the communities they live in,” he added.
He encouraged travel industry delegates to produce video messages that welcome prospective travellers to the USA, which will be posted online and on social media using the #VisitTheUSA.
Following the success of documentary film, National Parks Adventure, last year, Thompson also revealed plans for a second film, scheduled to premiere in February next year.
America’s Treasures (working title) will focus on “urban spaces and culture”, exploring the destination’s rich musical heritage and its cities.
The film will follow singer/songwriter Aloe Blacc as he explores some of America’s iconic cultural cities, from Chicago to New Orleans.
