The Travel Industry Association of America is planning to install its first UK sales and marketing office for the trade early in 2000.
The TIA wants to install an international marketing manager in London subject to its board granting approval in July.
In the absence of government funding for a national tourist office, the private-sector organisation has taken the initiative and devised an international marketing strategy for key markets such as the UK, Germany and Japan.
The plan was approved by the TIA’s executive committee at the Pow Wow ’99 marketplace in Miami last week. It will be put to the board in July.
It will be the first nationwide representation the US has had overseas since the closure of the United States Travel and Tourism Administration office in 1996. However, unlike the USTTA, the new office will be strictly trade orientated and funded entirely by the private sector.
A TIA spokesman said: “This will not be a walk-in office where consumers can pick up brochures. There will be no consumer advertising campaign. The main function will be to co-ordinate trade sales and marketing and to carry out market research.”
TIA owns the brand names Visit USA, Discover USA and Discover America. It has not yet been decided whether the new office will operate under one of these brands or if it will be given a new name.
The role of the UKoffice will involve co-ordinating specific promotions, familiarisation trips, market research and a presence at overseas trade events such as World Travel Market. A budget is likely to be sufficient to support a staff of three or four.
n Pow Wow report, page 20; Statesidefeature, page 51