In addition to visiting Mexico City, the Brand USA Sales Mission 2024 team was to visit Guadalajara. This Mission included in its agenda appointments with operators interested in or promoting the United States since they are responsible for developing travel programs for the country and training sessions for travel agencies in general.
Lisa Tejeda, Sr. Manager Global Trade Development (LATAM) of Brand USA, pointed out that this Mission serves to listen to tour operators and learn about their needs, to follow up and create new products.
"I am happy to join Brand USA. As a Latina woman in the travel industry, it is an honor to have the opportunity to promote every U.S. city in Latin America. I look forward to engaging key industry players to increase tourism from the Latin American market in the coming years," said Tejeda during her visit.
"Mexico represents the number two of the 10 most important markets for the United States," said the representative of Brand USA, noting that this year, the market will be fully recovered with the arrival of 18.4 million Mexican visitors, according to their projections, and that, despite the circumstances in recent years, Mexicans have never stopped traveling to the United States.
The importance of the Mexican market for the neighboring country was reflected in the fourth edition of the Brand USA Sales Mission, which doubled the number of participants from last year to 42, representing states, cities, airports, hotels and different tourist attractions.
There were destinations and companies that although previously did not consider the Mexican market, especially destination management companies (DMCs)which had previously focused their strategy on South Americaand different attractions and some airports took advantage of their visit to Mexico to have conversations with airlines, to add new routes.
Experience It All
230 Fifth Rooftop Bar in New York City. The Empire State Building can be seen in the background. (photo by Patrick Clarke)
Tejeda mentioned that they are working on different actions. Their campaign for the summer, "Experience it all," is dedicated to various types of travelers, from experiences for those who travel with their families, which is in great demand by the market in our country, to luxury experiences outdoors for those who love adrenaline; and above all for travelers who are looking for cultural themes, in addition to thematic experiences that can cover all the interests of the Mexican market.
A significant factor in favor of the Mexican traveler is the exchange rate, said the executive, so she invited all the more reason to have new experiences in other not-so-popular cities in the country.
The Brand USA official invited to discover and experience new destinations and live new travel experiences such as the cowboy in Wyoming, which wholesalers in Mexico already offer. She emphasized that the Latin American market is always interested in what is seen in movies or shows, and the United States has many destinations that can provide travelers with great experiences.
Tejeda invited all travel agents in the country to sign up for this virtual platform, with which they can become great experts in the United States in each of its different segments or topics of interest, such as luxury experiences or family travel. "We have 67 badges of different interests, which are based on a state or a city, and the platform is available in eight languages," she stressed.
The new version will be available by spring or summer this year. "This platform is a great tool to support them in promoting the United States, which continues to add more badges."
And while there is an issue with visa issuance, she stressed that the authorities are doing everything possible to expedite the process. Tejeda suggested to anyone interested in visiting the United States to visit the embassy's website for additional information.
Lake Coeur d'Alene, Idaho. (Photo Credit: Patrick Clarke)
"Latin America was sometimes not considered a primary market, and I think what happened during the pandemic identified it as a significant market because it was the one that kept tourism active during the pandemic. Today, different destinations in the United States, which perhaps previously did not focus on the Latin American market, now see it as a priority to invest in promoting these markets, which has represented a significant change in our promotional approach," said Tejeda.
Learning and Getting to Know
In turn, she offered an overview of the promotional strategies that Brand USA is implementing for the Latin American market.
"The first strategy I can highlight is our USA Discovery Program, an online platform where travel agents can become experts on our destination. We have 67 Badges. There, agents can become experts on different topics, whether it's luxury, family experiences, cultural experiences, we have all that kind of training available," Tejeda explained.
And if there is an interest in getting to know a specific state or city, there are courses and badges focused on destinations. "So," the Brand USA official stressed, "it's a precious tool where agents can learn at their own pace and continue to grow and increase their knowledge because we are adding more badges over the months and years.
The United States is a destination in constant renewal, and there is no doubt that seasonal events and festivities are part of the novelties that travelers cannot miss.
Busy Broadway in Downtown Nashville, Tennessee. (Photo Credit: Kim Banocy)
There are critical events in the next three years in the United States. For example, 2026 will mark the 250th anniversary of U.S. independence. This is an event that we will be able to promote in Latin America. Also, it is the anniversary of Route 66, a critical and excellent routeobviously, the fact of the FIFA World Cup, which will take place in 2026. And finally, there is the Olympics, which will occur in Los Angeles in 2028. There are many activities to consider that are of interest to the Latin American market.
Lisa Tejeda, on behalf of Brand USA, took the opportunity to thank travel agents for being a critical factor in the success of the country's tourism.
"Thank you very much to all of you for your support to the United States over the years. The fact that Mexico represents the number two market out of the 10 most important international markets that visit the country is thanks to the collaboration that you all do together. So thank you very much. We will always be visiting every year and are willing, always ready to listen to you, as far as we can help regarding resources or tools to continue promoting the United States," concluded the official.
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