DESTINATION USA: ENGAGING AND INSPIRING INTERNATIONAL TRAVELERS IN A NEW ERA - Presented by - Skift
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DESTINATION USA:
ENGAGING AND
INSPIRING INTERNATIONAL
TRAVELERS IN A NEW ERA
Presented by
+
Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 2
TABLE OF CONTENTS
Executive Summary 3
Executive Letter 5
Introduction 7
About the Skift and Brand USA International Traveler Survey 10
Authentic Storytelling Takes Center Stage 11
Traveling With Purpose in a Post-Covid World 15
The Evolution of Sustainable Tourism 19
Conclusion: The Land of Opportunity 21
ABOUT SKIFT ABOUT BRAND USA
Skift is the largest industry intelligence platform Brand USA is the destination marketing
providing media, insights, and marketing to organization for the United States. Its mission is to
key sectors of travel. Skift deciphers and defines increase international visitation to the USA in order
trends for global CEOs and CMOs across the travel to fuel the U.S. economy and enhance the image of
industry through a combination of news, research, the United States worldwide.
conferences, and marketing services.
ABOUT SKIFTX MASTHEAD
SkiftX is Skift’s in-house content studio. SkiftX Head of Studio, SkiftX / Jeremy Kressmann
produced this report in partnership with Brand USA. Content Director, SkiftX / Alison McCarthy
Research Editor, SkiftX / Dan Marcec
Designer / Beatrice Tagliaferri
Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 3
EXECUTIVE SUMMARY
Destinations and travel brands throughout the United ahead. International travel is integral to the U.S. economy,
States are open, ready, and eager to welcome returning and welcoming back tourism from around the world is an
visitors from around the world. Looking toward 2022 and important key to unlocking the larger economic recovery.
beyond, there will be exciting, unprecedented opportunities
for players in the U.S. tourism industry to join together and Questions will linger for months to come about how
support each other on this mission. While the outlook on international travel to the U.S. will take shape. Travelers’
global tourism remains uncertain, one thing is for sure: emphasis on personal well-being, sustainability, and social
Travel demand is strong, and momentum is building. responsibility will continue to have a stronger influence
on tourism in the months and years ahead. All the while,
If the rebound of domestic leisure travel throughout 2021 digital media has transformed the way people dream about,
was a silver lining for the U.S. tourism industry, the return of research, book, and experience travel. Each of these trends
international visitors in November after a 20-month hiatus will have a direct and powerful influence on storytelling in
was a breakthrough ray of sunshine indicating clearer skies the next era of travel marketing.
Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 4
Furthermore, Covid-19 will continue to be synonymous with decades. To take advantage of the evolving mindset of the
travel planning for the foreseeable future. New variants global traveler, they will have to work with other partners
will bring fluctuating restrictions and entry requirements, to promote the U.S. as a whole while channeling their own
as Delta and Omicron have shown. For some travelers, unique and authentic stories.
showing a vaccination card or procuring a negative Covid
test result are minor annoyances, like pouring out a water As the U.S. travel industry creates and executes these
bottle before passing through an airport checkpoint, and strategies, questions top of mind include: What images,
they will carry on as if none of this ever happened. ideas and stories inspire people to book trips to the United
States? To what degree should Covid-19 guidelines and
For others, the specter of the pandemic will cast a shadow safety measures be a part of this dialogue, and for how
over their every move. Despite a strong desire to travel, long? How do sustainability, environmentalism, and social
international trip planning will be an arduous process consciousness influence decisions to book travel? And,
centered first on health and safety. Therefore, it’s incumbent most importantly, how should destinations stay true to
upon destination marketers to communicate the latest, local themselves and what they have to offer while navigating the
information on any protocols to ensure that people on both mad dash for mindshare amidst an influx of demand across
ends of these extremes — and everywhere in between — are global markets?
safe, comfortable, and prepared for what lies ahead.
Drawing upon survey responses of more than 4,300
Tourism boards and travel brands in the U.S. find themselves international travelers in 11 countries from all regions of the
in a unique moment. Their strategies today to build world, as well as expert interviews from destination marketers
awareness and attract both familiar and fresh visitors will around the U.S., this report will explore these topics and their
have cascading consequences for years and possibly impact on attracting cross-border travelers. The report is
designed to help travel organizations understand how to
attract a diverse yet enthusiastic traveler base to visit the U.S.
as tourism opportunities reopen to the world.
Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 5
EXECUTIVE LETTER
We tell great destination stories, and this sits at the heart of
everything we do. Since our inception, we have understood
how the power of compelling stories shared across multiple
mediums can transform how we engage with the consumer,
inspire wanderlust, and ultimately influence their choice of travel
destinations. It was great to see those beliefs reinforced by the
results of the Skift + Brand USA “International Traveler Survey”.
Even before the pandemic, authentic and innovative storytelling
underpinned our strategy and fueled our content curation. Our
marketing campaigns and channels from United Stories to Tom Garzilli
GoUSA TV are aimed to entertain and educate the traveler. Over Chief Marketing Officer
Brand USA
the past decade, we have created content to tell the collective
stories of the USA on everything from the silver screen to mobile
devices. Shining the spotlight on local voices who shape our country allows us to creatively communicate the multitude of
diverse experiences travelers can only enjoy in the USA. We have also recently launched a Brand USA podcast to share the
stories of what we do and how we do it.
The last 12 months have been a particularly intense roller coaster of emotions as we globally experienced various degrees
of lockdown, collective isolation, constant changes to travel restrictions, and the euphoria of U.S. borders finally reopening
to international travelers in November. Storytelling is even more important now as we look to capitalize on the pent-up
demand to travel and drive visitation to the USA.
With a greater understanding of the virus and advancement in vaccine distribution and uptake, we look ahead with a
sense of hope and renewed optimism. Brand USA will continue to sit at the intersection of travel, cultural connection,
entertainment, and storytelling to drive economic recovery. This is how we will define the new travel experience and help
the traveler find their own story in the USA.
I’d like to thank all our partners who contributed their valuable insights to this survey and who continue to share their stories
with us.
As we enter 2022, we look forward to sharing our next chapter. Hope you’re sitting comfortably!
Tom Garzilli
Chief Marketing Officer
Brand USA
Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 6
Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 7
INTRODUCTION
Destination marketing organizations (DMOs) and travel For example, following the official October 15 announcement
brands around the world are experiencing a unique that travelers could enter the country starting November
moment. As countries reopen their borders, there is a clear 8, Expedia saw a 95 percent week-over-week increase
window of opportunity for them to position themselves as in searches from EMEA to the U.S. Airfare purchases
leading tourism locations for decades to come. Travel got a huge boost in response to the border reopening
demand is extremely strong, and people’s minds — and announcements, and flight purchases to the U.S. increased
2022 calendars — are wide open to the possibilities. 600 percent overnight on Virgin Atlantic and 350 percent in
a 24-hour period on Latam Airlines.
Proof that the United States will be a major player in the
global travel recovery emerged when the U.S. initiated This influx of demand had immediate ramifications.
plans to reopen to international travel in November 2021. The World Travel & Tourism Council estimated in mid-
The news that the U.S. was even considering this updated November that the U.S. travel and tourism sector could see
guidance triggered an explosion in travel research and year-over-year growth of 35.6 percent in 2021. The report
booking. also projected the U.S. could experience further year-over-
year growth of 28.4 percent in 2022, bringing the sector’s
Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 8
total contribution to the U.S. economy to more than $2 Which countries did you visit during your recent
trillion, which would surpass pre-pandemic levels. international vacation(s)?
“There is an interesting opportunity today for international USA 21%
travel,” said Kyle Edmiston, president and CEO of Visit Lake
Charles and former chairman of the board of directors for
France 20%
Brand USA. “It’s very similar to when you have a [car] wreck
at a NASCAR or a Formula 1 event. Everybody gets bunched
Spain 16%
back together, and then you have a restart. People change
their tires and make little tweaks because they know that,
after the restart, whoever has the best car is going to stand
Italy 15%
the best chance to get in front and eventually win the race.”
UK 13%
Broadly, the U.S. is in a strong position to capitalize.
According to a survey conducted by Skift and Brand USA Germany 13%
for this report, which polled 4,360 individuals from 11 global
markets who had traveled abroad overnight in the past three Japan 12%
years (inclusive of the pandemic), 70 percent of respondents
said they were likely to visit the U.S. in the next 12 months Canada 11%
if travel restrictions allowed — and 41 percent said they
were “very likely” to do so. It’s worth noting that this survey China 9%
took place in late October 2021, after the rules had been
announced and clarified around the border reopening on
Mexico 8%
November 8.
Furthermore, the U.S. was the most popular country among
all respondents to the survey, with more than one in five Despite the optimistic outlook overall, U.S. tourism is not
travelers having visited within the past three years. a monolith. The country comprises hundreds, perhaps
thousands, of individual organizations vying for traveler
mindshare and tourism dollars. That’s why Brand USA and
How likely are you to visit the U.S. in the next 12 months, its partners’ collaborative efforts to market the U.S. as a
if travel restrictions allow it? whole have wider benefits for individual destinations.
Very likely 41% “ The beauty of Brand USA and its partnership is the
ability to step outside of our spot and tap into that
mindset [of the international traveler] that has been an
Somewhat likely 29%
enduring, decades-long desire to experience America and
Neither likely experience American culture,” said Mark Jaronski, deputy
nor unlikely
12%
commissioner of tourism with Explore Georgia. “It’s a big
competitive world. We’re not just competing to get people
Somewhat unlikely 9% to visit Georgia versus Florida or New York City or Las
Vegas. If they’re in Europe, they could go to Spain, they
Very unlikely 9% could go to Greece, they could go to a lot of places that are
sunnier and warmer and closer.”
Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 9
The New York City, Disney World, Las Vegas, and Grand “While state-to-state rules may be slightly different, the
Canyon-type destinations are likely to see a faster rebound ease of travel is very important to international visitors
than others. The key to building a sustainable book of [when considering the decision of where to go],” said Visit
business for the travel industry across the U.S. will be to Lake Charles’ Edmiston.
leverage the collective experience of traveling into the
country and spreading out — whether visitors are driving a The U.S. is poised for a strong international travel rebound
short distance from Toronto or Tijuana, or arriving aboard a in 2022 and a bright future beyond that. Though success
long-haul flight from Brussels or Beijing. factors will be as varied as destinations themselves, several
common themes emerged among the travelers and DMOs
The sheer volume of places to visit and the freedom of surveyed and interviewed for this report as key drivers in the
movement within the U.S. are attractive options for global future of international tourism:
travelers. Knowing that international travelers stay longer,
spend more, and like to move around, there is an opportunity 1. Authentic storytelling will be the centerpiece for at-
to share pieces of those itineraries. tracting international travelers to U.S. destinations in
the recovery and beyond.
“ This is one of those times where [we’ll benefit from]
2. Traveling with purpose will center on health and safe-
so many varied experiences to have here,” said Adam
ty in the short term with a broader, long-term empha-
Burke, president & CEO of the Los Angeles Tourism and
sis on responsible travel, dispersal, and community
Convention Board. “You can come to a gateway city, and
stewardship.
people are amazed by the fact that they can get in a car and
drive across state borders and see this incredible array of 3. Sustainable tourism will become an even greater
offerings. There’s this real sense of freedom.” factor in an increasingly interconnected global travel
marketplace as a shared responsibility among desti-
Like many other countries across the world, the U.S. has strict nations, travel brands, and travelers alike.
entry requirements for international travelers. But once visitors
are in, they can move from town to town, state to state, and The collective choices and strategies that players in the U.S.
airport to airport without running that gauntlet a second time. travel market employ with respect to these three issues will
In Europe or other parts of the world, a long-haul vacation have lasting impact on the business and the economy at
might typically involve more country-to-country hopping, large. By working to cross-promote the entire country as a
which is logistically fraught, at least in the short term. collection of destinations, while highlighting the uniqueness
of those individual locations, the U.S. travel industry can
position itself as a leader in global tourism.
Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 10
ABOUT THE SKIFT AND BRAND USA
INTERNATIONAL TRAVELER SURVEY
This report has been designed as a guide for U.S.
destinations and industry marketing organizations to
target international travelers in a future that is unfamiliar yet
undoubtedly filled with unique, unforeseen opportunities.
Brand USA and Skift partnered in October 2021 to survey
travelers from around the world, with an objective to
answer several key questions:
What inspires people to travel to the U.S.?
What messages and images drive them to dream
about — and potentially go ahead and book — trips?
To what degree should Covid-19 guidelines and safe-
ty measures be a part of that message?
How do sustainability and purpose impact their travel
plans?
To uncover these sentiments, the survey captured 4,360
responses from 11 markets in all regions of the world —
Australia, Brazil, Canada, China, France, Germany, India,
Japan, Mexico, South Korea, and the United Kingdom.
Each market contributed between 392 and 402 responses,
garnering equal representation for a balanced view of the
trends identified herein, including the types of messages,
images, and content that resonate with would-be travelers
to the U.S.
The report also draws heavily from one-on-one interviews
with destination marketing organizations throughout the
U.S., including gateway markets, state tourism offices,
and individual city/region/territory convention and visitor
bureaus. These perspectives offer a cross-section of the
country’s tourism industry to provide context and depth to
the survey results.Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 11 AUTHENTIC STORYTELLING TAKES CENTER STAGE As international travelers embark upon new journeys across For example, Skift and Brand USA found that 67 percent of U.S. borders, their perspectives may have changed. While international travelers said “stress relief” was a benefit they many will proceed with caution, most are seeking to spark seek while traveling, while 54 percent nodded to “personal new flames of joy, optimism, and hope. They’re digging deep wellness”. Meanwhile, 54 percent also said that they sought to identify what’s most important to them. They’re eager to to learn something new while traveling, and 46 percent discover new places or revisit familiar territory with a renewed travel to gain a better understanding of people around emphasis on self-care, reinvigoration, and enrichment. It’s the world. More than half (51 percent) said they travel for important for destinations to listen to these potential visitors excitement and exhilaration. Hoping to shake off isolation, and find ways to tell stories about experiences that will burnout, fear, and frustration, travelers want to engage with connect with individuals wherever they are. different cultures and communities for varying reasons. “It’s really important [to recognize] that no matter where we’re from, we all experienced [the pandemic] in a different way,” said Casandra Matej, president & CEO of Visit Orlando.
Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 12
Which of the following personal benefits do you seek Which of the following environments in a travel
out when traveling? (Top 5 responses) advertisement would most likely influence you to learn
more or book a visit? (Top 5 responses)
Stress relief 67%
Beaches 69%
Learning something new 54%
Cities 55%
Personal wellness 54% Mountains/wilderness (hiking,
canoeing, wildlife, etc.)
49%
Excitement and exhiliaration 51%
Small towns 38%
A better understanding
of people around the world
46% Water activities (boating, fishing, kite
surfing, water skiing)
37%
Yet there is a common thread, said Burke of Los Angeles
Tourism. At the same time, the sur vey responses did not
overwhelmingly point to the fact that outdoors are “in” and
“Everywhere in the world, [there’s] this sense of personal indoors are “out” with international travelers looking to
freedom, exploration, and the opportunity to really plan their next vacation. The top two activities that would
experiment and be your true self,” he observed. influence travelers to consider a destination were history
and culture (39 percent) and shopping (31 percent). Those
In this moment, it’s tempting for travel brands to try to be all were followed by national parks, museums, and amusement
things to all people in an effort to gain as much traction as parks.
possible. The key to success will be to bypass that instinct.
A focus on authenticity and being true to themselves will be These results underscore the fact that the basic drivers
critical for destinations as they chase recovery and seek to behind travel haven’t changed, and, therefore, destinations
capture future demand. should dive deeper into what makes them special, no matter
what it is.
As an illustration, the fact that Covid-19 is much less likely
to spread outdoors has led to higher demand for places
Which of the following cultural attractions in a travel
such as national parks or activities where people can enjoy advertisement would most likely influence you to learn
the open air. Indeed, the top three survey responses for the more or book a visit? (Top 5 responses)
types of advertising images that would influence them to
consider a destination were beaches (69 percent), cities (55 History (statues, monuments,
government buildings) 39%
percent) and mountains/wilderness (49 percent) — places
where travelers can move freely, control their environments,
Shopping 31%
and enjoy themselves safely outdoors.
“We’ve seen a tremendous increase in outdoor activity in
Museums 28%
domestic travel, and as we move forward, you’re going to
see the international visitor looking for the same thing,” said National parks 27%
Edmiston of Visit Lake Charles.
Amusement parks (Disney, Harry
Potter, roller coasters, etc.)
26%Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 13
“As I look at what we have to offer, our storytelling will shift
slightly,” Edmiston added. “We have the outdoor product
that we used to put secondary, and we’d lead with the
casinos and nightlife. As we are putting our packages
together and our video content together for 2022 and 2023,
we’ll flip those, lead with the outdoor story, and mention
you can also stay at the five-star resort. That’s a pretty
significant change — but it doesn’t change what we have,
[it] just changes the emphasis.”
When it comes to finding the right medium for authentic
storytelling, video content is a common thread among the top
sources of information that consumers look to for influence
and inspiration to learn about and book travel. More than half
(51 percent) of the respondents to the Skift and Brand USA
survey said they watch travel shows or documentary films
that influence their choices for travel destinations.
Followed by social media advertising, online videos and
T V advertising were highly influential among survey
respondents, with more than 40 percent indicating that they
gain travel information and inspiration from these media.
What type of advertising or travel-specific content
influences you to learn more about or book travel to
a destination? (Top 5 responses)
Travel shows or
documentary films 51%
Social media advertising 42%
Online videos 42%
TV advertising 41%
Online articles 29%
That’s why brands turned first to digital channels for
advertising reinvestments when travel demand started to
rise again in 2021, according to Skift Research. Ad buys
among travel companies in paid search, SEO, social, and
digital video all increased from 2020 spending, while non-
digital channels continued to contract.Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 14
The messenger is as important as the medium and the Lee McLaughlin, vice president of marketing for Visit
message. More than half of respondents to the Skift and Tucson, said that his organization took advantage of the
Brand USA survey (53 percent) said travel brands were the pandemic slowdown to produce longer-form content that
top influencers for learning more about or booking travel to a focuses on people and places that have unique stories to
destination. Followed by brands, 46 percent and 45 percent tell in a documentary-style format. The videos dove into
of travelers looked to friends and family, respectively, the city’s roots in the Latinx community and its ties to
for recommendations, influence, and inspiration. Travel Mexico, being just several hours from the southern border.
experts such as TV hosts and bloggers, and the settings in
TV shows themselves, rounded out the five most popular “I think the desire for authentic experiences transcends
sources of influence among survey respondents. borders,” said McLaughlin. “Even if it is kind of similar
culturally and geographically to what they might have in their
own backyard, they still want to experience what the local
What type of content or person influences you to learn culture is like, experience those activities that are Instagram-
more about or book travel to a destination? worthy, and show themselves well on social media.”
(Top 5 responses)
Formed in 2018, Discover Puerto Rico has centered its
Travel brands (hotel companies, airlines,
marketing efforts on storytelling from day one.
cruise lines, destination marketing 53%
organizations, etc.)
“We have an opportunity to differentiate Puerto Rico from
Friends (word of mouth, social what we call the ‘sea of sameness’ here in the Caribbean,”
media posts, etc.)
46%
said Leah Chandler, chief marketing officer for Discover
Family (word of mouth, social Puerto Rico. “We’ve got beaches, but so does everyone
media posts, etc.)
45%
else. So we decided to stake our claim in culture. What’s
going to pique interest and drive visitation here is the arts,
Travel experts (TV hosts, bloggers, etc.) 44%
the history, the food, the culture — San Juan is celebrating its
500th anniversary this year — and we have that in spades.”
TV shows (reality series, scripted shows) 36%
To execute on this strategy, the organization employs three
full-time, in-house multimedia producers originally from
the island, who work with about 30 local creators and
freelancers to develop, shoot, and produce content for its
website, social channels, TV campaigns, and more.
“That helps bring a massively authentic vibe to the content
that you’re going to see,” Chandler added.Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 15 TRAVELING WITH PURPOSE IN A POST-COVID WORLD The pandemic will eventually end, and travel experiences will be required to be in order to visit the U.S. and many will probably feel more like 2019 than 2020 or 2021. However, other countries). A recent Travelzoo survey of 7,450 of its many aspects of society have evolved during this time members from the U.S., Canada, Germany, and the UK period. As the Covid-19 era served to springboard many found that over 90 percent of travelers were fully vaccinated existing trends in media, messaging, and marketing, the in September 2021, overindexing the average vaccination global jetset’s agenda to “travel with purpose” continues to rates in their respective countries by significant margins at amplify. the time — between 27 and 37 percentage points. In the short term, health and safety protocols will dominate Perhaps in correlation to this high rate of vaccination, the discussion around purposeful and responsible travel. the Skift and Brand USA survey found that international Studies show that those willing to travel internationally travelers respond positively to guidelines that emphasize are more likely to be vaccinated (and, of course, they Covid safety. In fact, nearly three-quarters of respondents
Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 16
said they would be more likely to visit a place that has mask “[Covid guidelines are] going to remain part of a key
requirements in public places — 44 percent said they would message for all markets,” said Visit Orlando’s Matej. “State-
be “very likely” to do so. by-state rules vary, so it’s very important [for destination
marketers] to be that trusted traveler resource for the rules
Meanwhile, 77 percent said they would be more likely to visit for engagement.”
a place that has vaccine requirements for certain activities
like restaurants, theaters or concerts (46 percent said “very Discover Puerto Rico’s Chandler said she has seen health
likely”), while only 8 percent said they would be less likely and safety messaging continue to test well with their
to do so. markets.
“It was somewhat surprising to me as we’re testing our
Likelihood of visiting a destination with strict Covid
protocols creative [that] we see such strong interest in our health
and safety spots,” she said. “Our rotation was about 50-
50 health and safety vs. inspiration, and right now, in paid
43% media, health and safety content has continued to be the
Much more likely
highest performing creative we’ve developed, outpacing our
46%
inspirational ads.”
31%
Somewhat more likely Granted, she clarified that their ads are not instructional
31% videos on how to use hand sanitizer or wear a mask properly.
They’re showing beautiful waterfalls and beaches alongside
18% people wearing masks, showing proof of vaccination cards,
Neither likely nor unlikely or filling out a form at the airport.
15%
“Those are still rating really, really high for us, and I think it
5% just goes to show that our commitment to health and safety
Somewhat less likely is something that people still really value,” Chandler added.
4% “I think it’s playing a big role in the decisions they’re making
about where they travel.”
3%
Much less likely Health, safety, and trust tie back to authenticity. It’s no
4% secret that the travel industry has borne the brunt of
the pandemic’s worst economic effects. Since being
homebound touched so many people personally, they
Mask mandates
empathize with the struggle for recovery.
Vaccination requirements for activities such
as restaurants, theaters and concerts
The travel business has been able to maintain a positive
image with the public by exhibiting its core principles of
hospitality, acceptance, and understanding when responding
to the pandemic, which they have an opportunity to carry
through into the recovery as they welcome people back.
“We’ve worked directly with our public health officials since
the beginning,” said Burke from Los Angeles Tourism. “They
formed a county task force and came to us saying, ‘for everyDestination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 17
vertical, you develop the protocols that you know you can “As a destination marketing and sales organization, we
implement consistently. Bring them back to us, and we’ll tell passionately believe that we have to be good stewards of
you if they meet the standards of health and safety.’ If they our community,” he noted. “We have all these incredible
didn’t, then we had to make appropriate modifications. That institutions that are there largely because of tourism, [and
[partnership is] incredibly important because that means we want] to make sure that tourism continues to have a
[tourism] is not only a safe experience, but it’s also an positive impact on residents.”
enjoyable experience.”
While there is demand among the international travel
Overarching the current climate, purposeful and responsible community to “live like locals” and care for the communities
travel extends beyond personal and public health. That’s a key they visit, in the short term, the first toes back into the
manifestation today, but global travelers’ consciousness about travel pool will likely be concentrated in major markets and
how they are impacting destinations is a broader, perpetual high-traffic attractions. This has the potential to strain those
concern. destinations while leaving others to languish further.
For example, 74 percent of respondents to the Skift and Brand “We’re very aware that, when you look back pre-pandemic,
USA survey said that they seek out natural environments the word ‘overtourism’ was out there a lot,” Burke added.
unique to the place they’re visiting. The next most common “From the destination’s standpoint, sustainability can mean
answer was local artisans and shops, with 46 percent saying the focus on dispersion.”
that was an important aspect of their travel plans.
Overtourism has affected many places around the world,
from Iceland to Hawaii. Like those destinations, Discover
Which of the following experiences do you seek out when
Puerto Rico’s Chandler has recognized the problem is not
traveling? (Top 5 responses)
supply or demand; it’s an overemphasis from tourists and
marketing organizations on certain places at the expense
Natural features unique to a place 74% of others.
Visiting local artisans and shops 46% “There’s no such thing as ‘overtourism,’ just mismanaged
tourism,” Chandler said. “As we move through the pandemic
Education 32% and live amid the virus, something that we’ve taken seriously
is this evolution from responsible traveler to what we call the
Physical challenges 28% conscientious traveler. This is someone who values health
and safety, but also values visiting a destination and leaving
Spiritual or religious 28% it better than they found it. That is an evolution for us.”
Places like Puerto Rico are concerned with the impact of
tourism but emphasize that responsible travel is about
In a separate Booking.com study identifying traveler trends spreading the wealth. Tourism is a massive economic
for 2022, 58 percent of travelers agreed it’s important that driver for the island, but there’s still plenty of room to grow
their trip is beneficial to the destination’s local community. outside the major attractions. The goal from the territory’s
DMO is to highlight areas outside the major hotel chains,
Burke from Los Angeles acknowledged this, saying that restaurants, or shopping centers. It’s about connecting with
the vision statement for the organization is to improve the local artisans. It’s about connecting with small businesses
quality of life for all Angelenos through the economic and to support the people who live in Puerto Rico.
community benefits of tourism.Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 18 Matej followed a similar train of thought. “Orlando is a place where imagination comes to life, and when you think about the last couple years, [people] have been confined to their homes, and they’re ready to do things bigger than their imagination,” she noted, expanding on her earlier point emphasizing the DMO’s role as chief communicator and ambassador to travelers in their markets. However, the demand for travel comes with potential consequences, and Matej said it’s important for DMOs to explain to travelers how to best enjoy a destination by planning ahead. For example, her organization has spent a lot of energy raising awareness about the importance of making reservations at theme parks or restaurants while understanding and empathizing with the people in the industry. They’ve also emphasized ancillary activities outside the parks, such as downtown restaurants and shopping, or outdoor boating and wildlife — which are somewhat under the radar and invite visitors to see the Orlando region of two million-plus residents as something beyond the “theme park capital of the world”. “If you ‘pack your patience,’ you’re going to enjoy the same Orlando you’ve always enjoyed,” she said.
Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 19
THE EVOLUTION OF SUSTAINABLE
TOURISM
As the events of 2020 and 2021 changed the collective Meanwhile, only one-quarter of respondents said that
perspective on what is “essential” and what’s important commitments to sustainability and ethical issues such as
to people as individuals, concerns about climate change, water conservation, alternative energy, sustainable food
diversity and equality, and sustainability have also options, and animal welfare were not a factor in their
advanced. As global travelers reopen their eyes and booking choices.
hearts (and wallets) to the world, they are becoming more
conscious of these factors when they choose destinations. In addition, 62 percent of leisure travelers now say they
actively seek out tour operators that adhere to responsible
For example, 68 percent of respondents to the Skift and travel standards, while 63 percent want to support local
Brand USA survey said that an advertisement showing an communities, according to a global study designed and led
environmental or charitable organization would persuade by Twenty31, a tourism brand consultancy.
them to consider or book a destination.Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 20
Environmental consciousness is slowly making its way into be careful and treasure it, and that has to be in our promotion
the planning and booking process. Skyscanner flags flights about being smart and sustainable in your actions.”
based on an algorithm that includes elements like aircraft,
capacity, and route. If there is an option with at least a 4 Visit Tucson’s McLaughlin has seen sustainability converge
percent less-than-average carbon footprint, it’s designated through environmental protection and tourism dispersal
as a “greener choice”. One out of five bookings currently first-hand. Given his destination’s reputation as an outdoor
falls into this category, John Mangelaars, CEO of Skycanner, haven and its proximity to Saguaro National Park, national
told the audience at the recent Skift Aviation Forum. forests, state parks, and other state lands, the increased
demand for those outdoor experiences resulted in them
Which of the following sustainability/human rights being “loved to death” during the pandemic, to quote his
issues matter to you when choosing a land managers. That led the organization to go out and
destination to visit? actively promote places that may be less utilized.
Water conservation 39% “We’re able to position places that you haven’t heard of, a
little bit more off the beaten path, as hidden gems within
Eco-friendly food options 39% Tucson to try to spread that love around,” he said.
Sustainability also takes on a greater meaning in
Clean energy (solar, wind, etc.) 39%
consideration of tourism’s role in stewardship for an entire
community. Cities and regions that commit to sustainable
Animal rights 34%
solutions in a larger context are positioning themselves to
stand apart among a growing set of travelers that want to
Reduced carbon footprint 33% continue to see the world while ensuring that their activities
offset or avoid negative impact.
These issues do not matter to me 25%
For example, the city of Los Angeles continues to work
Electric vehicles 25% on initiatives that pioneer green technology solutions.
According to Burke, the city boasts the most electric
vehicles and charging stations of any American city (which
This type of development is noteworthy in raising awareness aligns to its identity as a car culture — hearkening back to
and offering consumers a more active role in reducing their authenticity). More creatively, the city has undertaken a
carbon emissions, but a greater environmental impact process to repurpose plastic bottles to repave asphalt.
is often still out of their control. In the current climate,
sustainability messaging with respect to how travelers can Meanwhile, Georgia’s economic development agency, of
contribute has to be much more tactical. which Jaronski’s tourism division is a part, has a strong focus
on attracting manufacturers and suppliers that support the
Especially as the great outdoors has become in greater electrification of the automotive industry.
demand, it’s important that the sustainability conversation is a
two-way street between tourism operators and travel brands. And perhaps most true to character, Disney has reduced
its emissions by 50 percent since 2017. Two of its parks in
“As we talk about going outdoors, we also have to talk about Orlando are entirely powered by solar energy, which comes
sustainability, and that has to come with responsibility from — where else — a Mickey Mouse-shaped solar farm.
from those visiting,” said Visit Lake Charles’ Edmiston.
“[Destinations] all have our pledges, but it’s incumbent on our
domestic and international visitors to understand we need toDestination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 21
CONCLUSION:
THE LAND OF OPPORTUNITY
According to the U.S. Travel Association, the U.S. welcomed only they can do at the very highest levels of the funnel,
79 million international visitations in 2019. While it’s unlikely while we deal with business realities at a state, city, and
that figure immediately bounces back, the next several private business level.”
years offer the U.S. and its destinations an unprecedented
opportunity to plant a flag in the global tourism market. From the standpoint of consumer awareness, intent, and
excitement, the U.S. is primed to jump off the starting line as
From a business and economic standpoint, no one in the the race to meet global demand restarts. In addition to their
travel industry is shying away from the realization that a long enthusiasm about visiting the U.S. in the coming months, 48
road to recovery lies ahead. That’s why many players are percent of respondents to the Skift and Brand USA survey
making the strategic decision to travel together along the said they have a more positive view of the U.S. than two
path into the unknown until it’s safe to diverge. years ago, the last time the borders were open. Nearly one in
five respondents said they had a “much more positive” view
“Yes, there are good signs, but this is a multiyear recovery,” of the country. Just 3 percent said they had a “much more
said Explore Georgia’s Jaronski. “I think it speaks to our negative view” of the country.
reliance on an entity like Brand USA to be able to do whatDestination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 22
Has your opinion of the U.S. changed in the past two “The simplest advice I can offer is to meet travelers where
years? they are,” said Discover Puerto Rico’s Chandler. “That means
some people have their bags packed, and other people are
Much more positive 19% still asking ‘when is the right time?’ Our messaging wants to
speak to both of those consumers and stay relevant to both.”
Somewhat more positive 29%
Travel brands around the world will be embracing diversity
Neutral or unsure 37% in all its forms — from environments to experiences to
demographics — and the competition for traveler mindshare
will be fierce. Therefore, collective strategies to channel
Somewhat more negative 13%
unique and authentic identities while working together to
promote the U.S. as a whole will have important implications.
Much more negative 3%
The common American virtues of being open, honest, and
welcoming will naturally put U.S. destinations in a strong
That backdrop emphasizes the focus that destinations position to build sustainable tourism economies.
and other industry marketing organizations have placed
on connecting their roots to the desires of travelers in “Every destination has to be authentic, and part of that
today’s extraordinary moment. Globally, consumers have [for us] is that people create memories when they come
reprioritized their values around humanity and wellness, here,” said Visit Orlando’s Matej. “Internationally, they’ve
which stretches from personal enrichment to care for experienced [the pandemic] differently than the U.S. in a
the community and the environment. These will be the lot of ways, so getting people back together and showing
dominant themes in the next stages of this pandemic and them how they can do that in a special way will be part of
likely will prevail in the years to come. our storytelling.”Destination USA: Engaging and Inspiring International Travelers in a New Era SKIFT + BRAND USA 23
ABOUT SKIFT ABOUT BRAND USA
Skift is the largest intelligence platform in travel, providing Brand USA, the destination marketing organization for the
media, insights, and marketing to key sectors of the industry. United States, was established by the Travel Promotion Act
Through daily news, research, podcasts, and Skift Global as the nation’s first public-private partnership to promote
Forum conferences, Skift deciphers and defines the trends the United States as a premier travel destination and to
that matter to the marketers, strategists, and technologists communicate U.S. travel policies and procedures to worldwide
shaping the industry. travelers. The organization’s mission is to increase international
visitation to the USA in order to fuel the U.S. economy and
SkiftX is Skift’s in-house content marketing studio, working enhance the image of the United States worldwide. Formed as
collaboratively with partners like Adobe, Airbnb, Hyatt, Lyft, the Corporation for Travel Promotion in 2010, the public-private
Mastercard, and many more on custom projects to engage entity began operations in May 2011 and does business as
the world’s largest audience of travel influencers and decision Brand USA.
makers.
For industry or partner information about Brand USA, visit
Visit skiftx.com to learn more or email skiftx@skift.com. TheBrandUSA.com and follow Brand USA on Facebook,
Twitter, and LinkedIn.You can also read
