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Monday, 07 October, 2019, 17 : 00 PM [IST]

After Europe, Brand USA to introduce ‘Travel Week’ format of trade engagement in India next year

With nearly 1.4m visitors, India gets into the top 10 list of source markets for the US
After its successful introduction in Europe this year, Brand USA, the agency entrusted to market Destination USA to the world, has announced to bring the ‘Travel Week’ format of immersive travel trade engagement program to India next year.  India will be the second source market where Brand USA will be introducing the ‘Brand USA Travel Week’ destination marketing program. Brand USA India Travel Week will be held between October 5 and 9, 2020 in New Delhi.

Informing this during an interaction with TravelBiz Monitor on the side lines of the just-concluded Brand USA sales mission in Delhi, Jackie Ennis, Senior Director, Global Trade Development, Brand USA said that the agency will be replacing the yearly Sales Mission next year into a Travel Week by bringing more suppliers from the US to meet with selected Indian buyers from key cities of India in Delhi. ‘Travel Week will be a more immersive engagement. There will be an educational element to the whole exercise enable US suppliers understand the Indian market requirements better,’ she said. Ennis said that they are hoping to bring at least 60 US suppliers for the 5-day programme. 

Unlike Europe, which is an established source market for Brand USA and many individual destinations and suppliers work independently in that market, India, she said, is still an unchartered territory for many US suppliers. “We want many more destinations and product suppliers from the US to understand the value of Indian market,” she added.  In Travel Week Europe, trade from 20 different countries of Europe were invited to London for 5-day meet.

Commenting on the India market growth, Ennis said that despite challenging conditions, visitors to the US from India grew 7.2% last year.  Nearly 1.4 million Indians visited the US in 2018. With this, India grabbed a position in the top 10 list of tourism source markets of the US. “We target 22 markets across the world, and coming to top 10 is quite significant achievement,’ she said. In terms of spending, India is in the top five positions. Indians have spent an estimated 15.8 billion dollars at the destination. 

When asked about the sales strategy, she said that the focus on trade engagement will continue as going direct to consumer is still resource prohibitive in markets like India. However, with evolving digital platforms, she said that they are able to “marry both trade and consumer” platforms more seamlessly now than before.    

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