Brand USA has pledged to continue showcasing lesser-known destinations in person to trade partners after the success of its most recent MegaFam.
The ninth iteration of the marketing association’s flagship educational trip took place last month, with 60 agents and reservations staff visiting destinations including Cincinnati (pictured) and Cleveland.
Vice-president of global trade development Jackie Ennis said the success of the trip reflected a desire to showcase destinations beyond traditional “gateway” cities and was a natural extension of its Road Trips USA programme which has run since 2023.
She admitted the choice of destinations included on MegaFams was driven by airline partners’ focuses, but said the growing number of routes connecting the UK and Ireland with less well-known cities was opening opportunities to expand their reach.
“We have always had very robust trade partnerships and strong relationships with the major (transatlantic) airlines and this has enabled us to cover ‘tier 2’ destinations in ways we haven’t been able to before,” she said during the marketing body’s Travel Week event in London.
“Being able to give our trade partners first-hand experience of these destinations is the perfect way to show them what is on offer and inspire them to relay that to their customers.”
Ennis said a recent overhaul of Brand USA’s agent Discovery Program had also helped raise knowledge among the trade, with an evolution from pure training to a constant resource for partners.
The organisation also plans to increase its focus on the MICE market following the appointment of new senior leaders including Malcolm Smith, who has joined from the US Travel Association’s IPW trade show as senior vice-president of global markets and chief trade and product development officer.