Business of travel
From news on major upgrades to seasonal updates, it was all about making travel to the United States more exciting at this year’s IPW.
NEW Orleans played the perfect host for the International Pow Wow ( IPW) 2016, providing an exciting venue for the travel trade show that showcases the best of US destinations to both international and domestic buyers over the course of five days.
The IPW is the US travel industry’s premier international marketplace and the largest generator of travel to the United States.
On the press side, some conferences announced big reveals, while others gave updates on past endeavours. Here’s a recap of what happened at the mediaonly invites. Travel Association president and CEO Roger Dow.
“It’s impossible to insulate ourselves from risk,” Dow said, noting the recent terror attacks in Brussels, Paris and Istanbul as well as the potential spread of the Zika virus.
“We must not retreat out of fear. Instead we must stay open and connected,” he added.
The Visa Waiver Program ( VWP) – online application for visitors to the States – is one way to maintain openness.
World Travel & Tourism Council president and CEO David Scowsill said the VWP is “much more safe than manual visa processing”. His comment came amidst calls to suspend the programme.
An important initiative is the “Market the Welcome” campaign. The programme was developed in response to negative perceptions of the arrival experience at US airports, said Brand USA president and CEO Chris Thompson.
Designed specifically for gateway airports, the campaign seeks to adorn airports with customised display graphics and templates with welcoming messaging and impactful photography. The informational signage is customised to feature local attractions, history, cuisine and personality.
“One of the things we realised was that in the arrival halls of a lot of our airports, the experience is very stoic and not very welcoming,” he said.
In time for the IPW 2016, the Louis Armstrong New Orleans International Airport became the fourth airport in the nation to implement the campaign.
The other airports that have implemented the campaign are the Miami International Airport, ChicagoO’Hare International Airport and MinneapolisSt Paul International Airport.
Brand USA is an organisation dedicated to marketing the United States as a premier travel destination.
Brand USA also unveiled plans for MegaFams, its large scale multiitinerary familiarisation tours. Next year, the organisation will launch new MegaFam initiatives – the first flyanddrive MegaFam, the first MegaFam from China and the first MegaFam from Mexico.
Thompson said the programme – a first for the US travel industry – is one of the most effective ways to promote travel across the United States. He added that each tour itinerary features a combination of travel experiences.
Theme park fans are in for a treat at both Universal Orlando Resort and Universal Studios