Destination marketing body Brand USA it to host a free two-day virtual training event for agents next week.
The first day of the Focus On UK & Ireland event on April 20 will offer Brand USA’s American partners the opportunity to learn about the UK and Irish travel and consumer landscape, economy and emerging trends, with speakers including Travel Weekly features editor Katie McGonagle.
The second day will detail the latest travel trade marketing, sales and training tools to help British and Irish agents sell travel to the US.
Brand USA president and chief executive Chris Thompson said the event has been designed to “connect” US companies with the British and Irish trade.
He said: “The UK and Ireland represent the largest overseas market for inbound visitation and are vital to the United States’ ability to drive growth.
“Now, more than ever, we need to connect our US partners with UK and Irish industry leadership and travel trade, as we work together to emerge from the pandemic, shape our recovery campaigns and build the future of US tourism.”
On the event’s first day, sessions include: The Resilience and Future of the UK and Irish Traveller; Promoting the US to UK and Irish Travellers; and The Future of Transatlantic Aviation.
A tour operator panel featuring Claire Bentley, managing director at British Airways Holidays, Adam Armstrong, Contiki chief executive, and Lisa McAuley, managing director of tour operations at dnata Europe, will discuss the strength of the market during The Resilience and Future of the UK and Irish Traveller session.
The USA Training Day on April 21 will include sessions titled Exploring the Great Outdoors in the USA and Exploring City Experiences across the USA.
There will also be a networking session in virtual rooms themed around four regions in the country and a Mega USA Quiz.
Focus On UK & Ireland will be hosted on custom-built platform Brand USA Global Marketplace and the deadline for registration is April 19.