“We know the pent-up demand is going to be like nothing we’ve ever seen”: Brand USA’s Thompson

More details about Brand USA’s June 23 ‘USA Training Day’ for Canadian travel agents

WASHINGTON, DC — With momentum building for a phased reopening of the Canada-U.S. border, Brand USA has announced more details about its ‘USA Training Day’ geared to Canadian travel agents.

Scheduled for Wed. June 23 from 11:30 a.m. to 2 p.m. EDT, the online event will take place on the Brand USA Global Marketplace platform.

The USA Training Day aims to provide the Canadian travel trade with the latest products, protocols, and information on what’s new in the U.S. travel and hospitality industry, including an opportunity to hear directly from many destinations themselves, as well as the U.S. National Park Service and some of Brand USA’s receptive tour operator partners.

Agents will also have the chance to win travel prizes.

All pre-recorded content will also be translated into French, says Brand USA.

“There is a renewed sense of optimism for inbound tourism from Canada as both countries’ vaccination rates head towards herd immunity and COVID-19 restrictions are eased, with more and more U.S. destinations reopening,” says Chris Thompson, CEO and President of Brand USA. “We know that travel agents will be an integral part of our industry’s recovery. Preparing Canadian travel agents with the most up to date information about the USA will be instrumental in helping them promote the USA with confidence, building trusted connections with consumers as they book travel to the United States.”


Program highlights include:

  • Brand USA travel trade resources: Brand USA offers a wide variety of tools for the global travel trade industry. Suzy Shepard, senior manager of global markets at Brand USA will detail the resources it has created for travel agents to promote the USA to their customers. The presentation will also feature Brand USA’s Global Marketplace, travel trade website, USA Discovery Program, Insider Guides, and GoUSA TV.
  • Keynote on U.S. National Parks: Brand USA notes that the surge in demand for travel and outdoor recreation is generating significant increases in visitation to many U.S. national park units and affiliated sites like national trails, wild and scenic rivers, and heritage areas. Donald Leadbetter, tourism program manager at the U.S. National Park Service (NPS) will update the market on how NPS is welcoming visitors to national parks and encouraging visitors to Plan Like a Park Ranger. In addition to new protocols and tools like the new NPS App that will engage visitors in their trip planning, Leadbetter will spotlight lesser-visited sites and destinations, hidden gems, and travel alternatives, including other public lands and waters, Tribal tourism experiences, and state and local parks.
  • Live training: Agents are invited to join a series of 15-minute sessions to learn how to promote featured destinations and experiences in the USA. U.S. destination partners, receptive tour operators and Brand USA representatives will be available to answer questions.

Agents can also join a networking session during with representatives from featured U.S. partners, attractions, and products on hand to answer questions and to connect directly with the travel agents. A Kahoot! trivia quiz will wrap up the session, testing travel agents on their knowledge of the USA and providing the opportunity to win prizes, including Air Canada tickets to Las Vegas or Chicago.

For more information about the USA Training Day, including a link to register, click here.

Travelweek interviewed Brand USA CEO and President, Chris Thompson, at the May 2021 ‘Future of Travel: Sunnier Days Ahead’ virtual conference. To watch that interview, click here.

Get travel news right to your inbox!