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Brand USA launches culinary initiative to entice the world

Brand USA launches culinary initiative to entice the world

Brand USA, the destination marketing organisation for the United States, is launching its culinary initiative aimed at promoting gastro-tourism and showcasing the U.S. as a top culinary destination for world travelers.

“American cuisine captures inspiration from all over the world, truly embodying the diversity and history of the United States,” said Christopher L. Thompson, President and CEO of Brand USA. “We’re excited to invite travelers to experience the culinary highlights of each region of the country.”

The Department of State’s Diplomatic Culinary Partnership, established in 2012 in cooperation with the James Beard Foundation, collaborated with Brand USA to produce the guide, which is published in six languages. The guide features thirty-one James Beard affiliated chefs with recipes from all regions of the U.S.

Five of the chefs featured in the culinary guide will travel to five different key markets in Asia. The chefs’ travel will coincide with U.S. Independence Day celebrations at U.S missions in China, Australia, Japan, Taiwan, and South Korea. The participating chefs include: Rick Bayless of Chicago, IL; Tory McPhail of New Orleans, LA; Barbara Lynch of Boston, MA; Bryce Gilmore of Austin, TX; and Sam Kass of Washington, D.C. The guide will be available in other markets where Brand USA has representation.

A digital platform for the Discover America culinary guide will be broadcast on all Brand USA channels, and will include U.S. culinary destinations and Q&A sessions with participating chefs.. Brand USA invites travellers to visit its consumer call-to-action at and to share their own U.S. food and culinary travel experiences on social media platforms utilising the hash-tag #FoodStoriesUSA.