Brand USA, the destination marketing organization for the United States, announces the impending retirement of Chris Thompson as President and CEO, effective May 31, 2024.

As the United States reopens international borders to vaccinated travellers, Chris Thompson, chief executive of Brand USA, here tells Breaking Travel News editor, Chris O’Toole, what the move means for the North American travel sector

Based on positive feedback from United States-based exhibitors at ITB China 2018, Brand USA has decided to include the event in its global Brand USA Pavilion Program.

Brand USA has appointed travel representation and PR consultancy Hills Balfour to act as its agency of record across Europe. Following an in-depth review process initiated by Brand USA in September 2017, Hills Balfour will represent Brand USA’s travel trade interests in France, Benelux, Italy, Spain, Germany, Austria and Switzerland, in addition to its established responsibilities representing Brand USA in the United Kingdom and Ireland.

The United States Travel Association has issued a statement questioning proposals to halt funding for Brand USA. Roger Dow, president of the US Travel Association, said: “With all that is going on in the world, unilaterally disarming the marketing of the US as a travel destination would be to surrender market share at the worst possible time.”

British Airways has launched a new multi-platform marketing campaign, including a new TV ad, to promote its World Sale which runs until September 21st. The airline is launching a brand new tactical TV campaign, with a ten-second animated advert designed by BBH and based on creative by British illustrator James Joyce.