Visit USA Australia has launched IPW with its annual AU/NZ IPW Welcome Reception, held at House on the River in Fort Lauderdale ahead of what promises to be a busy week of trade activity.
Sponsored by New Orleans & Company and Explore Louisiana, with support from TravMedia and Visit USA NZ, the riverside event brought together Australian and New Zealand delegates, media and Visit USA members for cocktails and industry networking.
Special guests included Nick Adams, Special Presidential Envoy for American Tourism, Exceptionalism and Value, alongside representatives from the U.S. Commercial Service and the National Travel and Tourism Office.
Newly appointed Visit USA Australia President Belinda Harvy said the reception was an opportunity to celebrate the enduring value of the trans-Pacific travel relationship. “The Australian market continues to be one of the United States’ most valuable long-haul markets because Australian travellers stay longer, explore more destinations and really embrace the depth and diversity of the USA experience,” she said.
The Visit USA Australia team has been active throughout IPW, meeting with more than 70 US suppliers, attractions and visitor bureaus to highlight opportunities within the Australian market.
New Orleans and Louisiana featured prominently as sponsors, with the city set to host IPW next year. Kim Priez, Senior Vice President of Tourism at New Orleans & Company, said the destination’s appeal lay in its authenticity. “New Orleans stands out because our culture isn’t performed — it’s lived,” she said, adding that improved air access via Dallas and Houston had strengthened the city’s case for Australian and New Zealand travellers.
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enny Brand, AU/NZ Account Director for New Orleans and Louisiana at Gate7, said the partnership with Visit USA reflected the destination’s commitment to the Australian market. “Visit USA performs such a vital role in the Australian market and we really value our partnership with them,” she said.
