Speaking at the start of Travel Week Europe, Tom Garzilli said Brand USA had a consumer marketing strategy ready to go.

“It is mostly taking the things we have always done, but more tactical.” He said this meant a more specific message targeting, for example, packages from a tour operator partner.

“It will be mostly tour operators and OTAs, but clearly we believe consumers will be pushing out to travel agents.”

He admitted Brand USA had budgeting issues because a large part of its funds comes from ESTA fees. However, he said: “We have a significant amount of dollars to spend on a tactical re-entry plan.”

The UK is the largest overseas market for the US and third-largest overall.

Garzilli said there was “no question” the UK would be a focus market in Europe and that there were signs of a recovery in interest in travel to the US.

“We can definitely see an uptick in interest. I think if anything, this crisis will refocus people into going back to the places they love first.”

Garzilli said the online Brand USA Global Marketplace would host virtual events throughout the year. “It’s a really critical platform for us,” he said.