Early January saw Visit USA host the first of several trade and consumer events it has planned for 2025.
Popular central London steakhouse Smith & Wollensky was the venue for an evening of networking that brought together Association members, representation and PR companies working with U.S. destinations and the travel media.
Kate Kenward, Visit USA’s CEO, kicked off proceedings by noting that everyone involved with travel to the U.S. would have those impacted by the fires in Los Angeles in their thoughts.
“So many lives have been devastated and we are thinking of all our friends and partners out there and also those fighting the fires,” she said.
On a positive note, the early booking signs suggested that travel to the U.S. this year was looking “rosy”.
“Despite the current challenges, and there are quite a few at the moment, things are looking very rosy for U.S. travel. Tour operators are telling me that the start of this year has been buoyant,” she said.
Tour operators present on the evening included America As You Like it and new member Journeyscape, which added: “Bookings this year are looking very strong… we are very happy with the way things have started.”
Kenward also painted a healthy picture for the Association, revealing that membership had gown to 185 last year.
She encouraged those present to look out for the programme of activities Visit USA has planned this year, which includes this month’s consumer Destinations shows in Manchester (16-19) and London (30-February 2), Media Marketplace and Awards (July 1), the Summer Affair at London’s Hurlingham Club (July 2) and the annual autumn Agent Roadshow autumn (October 8 and 9).
The London evening also saw the launch of this year’s Visit USA Travel Planner, a glossy, colour 68-page publication – available in print and online – that is packed with themed features.
“It’s beautiful, with some awesome articles…and we encourage anyone selling the U.S. to take a look,” Kenward said.
The event’s headline sponsor was Visit Central Florida, the tourism arm of Polk County, Florida’s third largest county that sits between Orlando and Tampa.
“With over 8,000 villas it is a great place for visitors to base themselves before exploring the rest of Florida,” encouraged Maragret Henriksson, the destination’s UK rep.
“Central Florida is also where you will find some authentic experiences, along with attractions for all ages, such as Legoland Resort Florida and Peppa Pig Theme Park, the first entertainment parks in in the U.S to be accredited with Certified Autism Certificates. And this spring Legoland will open a new sealife centre that will include a seahorse gallery, an interactive touch pool and an underwater tunnel – but no performing animals.”
Central Florida is also the place to go for authentic cowboy or cowgirl experiences, said Henriksson.
“Long before Texas claimed to be the home of cowboys, the original cowboy came from Florida. We have some quite rural areas with ranches such as Westgate River Ranch Resort and Rodeo, an authentic Florida dude ranch an hour south of Orlando which is located on one of the trails where Florida cowboys herded cattle and moved them to market.
“Among the activities it offers are horseback riding, a mechanical bull, a rock climbing wall, a zip line, and glamping tents and Luxe Teepees.”
