When more than a hundred agents from the UK and Ireland met in Chicago for the finale of the 2017 USA MegaFam – as luck would have it the hometown of Brand USA’s Cathy Domanico – a slice of history was made.
Not only did the destination marketing company host a record number of agents on the multi-destination educational – 107 to be precise – during which they explored cities, national parks and cultural haunts, the fam also saw Brand USA launch a new tour operator initiative to benefit UK travel consultants selling the US.
“For 2017 we added a new business opportunity where our USA MegaFam partners met with tour operators who came on the fam for the first time. It meant they could actually create product together,” says Domanico, vice-president of global trade development.
A total of seven operators including Thomas Cook, USAirtours and Carrier were invited to join the fun, taking part in “speed dating” meetings with US-based destination management companies and suppliers while in the Windy City.
The new element to the USA MegaFam is designed to enable Brand USA to “connect the dots” for agents and turn their newly acquired knowledge of the US into bookings.
I meet with Domanico, rather fittingly, the morning after Independence Day, when the Stars and Stripes are front of mind for many in the industry ahead of the Visit USA Ball the following night.
Few could deny that it has been an interesting year for the US. Currency challenges remain a concern – especially for Brits travelling to the States – while Donald Trump’s presidency had prompted worries of a Trump Slump earlier in the year. There have also been rumours circulating that the president could implement funding cuts to Brand USA itself.
