New Delhi: Brand USA, the new tourism marketing entity responsible for promoting the United States to world visitors, organised its first-ever travel mission from September 9-14 in India. The mission consisted
of 50 delegates representing 35 US destinations and companies who visited New Delhi and
Mumbai. Earlier, this mission was organised by the US Travel Association, making this the sixth travel trade mission from the United States to promote tourism in the Indian market. The agenda of the US
delegates was to meet travel agents, airline representative, tour operators, and the travel trade media.
Brand USA’s objective in-market is to rekindle the holidaymakers’ love affair with America – reclaiming the USA’s share of the market and positioning the country as a diverse destination with nearly limitless 
opportunities and experiences. By highlighting the country as a fresh and unexpected destination, Brand 
USA’s intention is was to promote the US as the world’s leading tourism destination. “With President Obama recognising tourism as an important sector of the US economy, we are hopeful of maximizing our 
nation’s potential as a leading tourist destination for Indian travelers,” says Caroline Beteta, interim CEO 
and Chair-Elect of Brand USA. The United States welcomed a record 62 million international visitors in 2011, 2.5 million more than the year before. According to the US Department of Commerce, 663,000 
Indians visited the United States in 2011, ranking the country 12 in the world in terms of arrivals. However
in 2011, Indians ranked 10th in the world in terms of spending, and spent a record-breaking $4.4 billion -
an increase of nearly 10% when compared to 2010. “India is one of the key markets for us with the
number of Indians traveling to the United States growing from 309,000 in 2004 to 660,000 in 2011 - an 
impressive 115% growth in travel during that time. We are hopeful of generating nearly 1.3 million arrivals 
from India in 2016 and by bringing this largest ever delegation of US travel representatives, shows our commitment towards achieving this goal,” adds Paul Cerula, Chief Business Development Officer, Brand USA. Source: Financial Express
