According to Brand USA, travellers from Australia and New Zealand are increasingly seeking authentic travel experiences from the destinations they visit, preferring to experience the local culture. Specifically, Brand USA partnered with Air New Zealand and hosted a product managers’ familiarisation tour to Nashville, Tennessee; Memphis, Tennessee; New Orleans, Louisiana; and Houston, Texas in November.
Additionally, five product managers from both Australia and New Zealand connected with suppliers during business-to-business meetings hosted in each city. Brand USA announced that another tour is planned for April. Meanwhile, a group of five top tier journalists from Australia and New Zealand travelled to the US to enjoy an Authentic USA Experience themed tour of New York City, Boston, Massachusetts, and Chicago, Illinois in November.
Continuing its efforts, Brand USA also organised a USA Discovery Programme competition with over 2,000 new agents signing up across New Zealand and Australia.