The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Brand USA wants to rebrand America again

Brand USA wants to rebrand America again | The Insight Files |

As Brand USA's budget has swelled in recent years, it has launched a variety of marketing campaigns aimed at attracting foreign visitors to the USA. The group's latest board meeting highlights a repositioning in international advertising with America as a land of invention. Among the upcoming actions include:


  • Brand USA is looking to launch new international brand campaigns that turn America's weaknesses into positives, turning America's size and diversity into a selling point rather than a source of confusion.
  • 2016 marks the first ever US-China Tourism Year event, a partnership which is geared at getting more Chinese holidaymakers to visit the United States.
  • Brand USA has reported the success of its latest documentary film, National Park Adventure, with plans to fund a similar film in the coming years and leverage the content produced for the film across other mediums.
  • The renaming of its Visa Waiver Program.


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The importance of traits for top destinations

The importance of traits for top destinations | The Insight Files |

Brand USA has fielded a study in Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, South Korea and the United Kingdom to better understand the influence and importance of various traits on travel decisions. The desire to visit the U.S. is most strongly driven by natural landscapes and cultural landscapes while Australia attracts visitors for its beautiful natural landscapes and beaches. Spain's special events draw the interest of travellers while Italy and France are known for their cultural and historical attractions. Natural features and landscapes are the top draw for most markets, followed often by cultural attractions. While dining is not considered the strongest attraction for any country, travellers interested in visiting Italy are the most likely to be motivated by food. U.S. visitors are the least likely to be motivated by its food. Click here for more information.

Panos Fotiadis's curator insight, March 23, 2015 4:12 AM

Brand USA is searching what attracts travelers...

Zeke Robinson's curator insight, March 23, 2015 11:33 PM

It explains how different areas bring in people to visit/live there and this is all quite true in fact.