VISIT USA Organisation Australia will prioritise differentiating itself from Brand USA due to confusion among the trade as the roles and responsibilities of each entity.
Providing clarity between the organisations was a key message delivered to committee members of Visit USA’s mid-year market update yesterday (see page one).
Visit USA Organisation’s pres, Kylee Kay from APTMS, reiterated its mission was to connect suppliers in the USA and sellers of America with buyers in Australia, working in partnership to coordinate and implement marketing efforts to promote travel to the USA.
Whereas Brand USA, created by the Obama Administration in 2009, established an Australia/NZ office four years ago and is headed locally by Matt Fletcher.
Fletcher told members Brand USA’s primary role was to promote the country as a “premier tourist destination”, including all 50 states, District of Colombia and five overseas territories.
VUSA’s subcommittee also said it was revitalising its website to make it more functional, aiming for a roll out by new year.
Pictured at yesterday’s event in Sydney from left are Alison Mead, Collette gm Australia; Valerie Fowler, US Consul General for NSW/Queensland; Kylee Kay, VUSA president and Monique Roos, US Commercial Service.

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Source: Travel Australia