EVENT PROGRAM - Brand USA Global Marketplace
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EVENT PROGRAM
TUESDAY, APRIL 20 DAY 1: MARKET OVERVIEW DAY
11:00 AM - 11:05 AM EDT BRAND USA WELCOME
4:00 PM - 4:05 PM BST CHRIS THOMPSON, PRESIDENT & CEO, BRAND USA
11:05 AM - 11:15 AM EDT U.K. & IRISH ECONOMIC OUTLOOK
4:05 PM - 4:15 PM BST DAVID GOODGER, MANAGING DIRECTOR, EUROPE AND MIDDLE
EAST AT TOURISM ECONOMICS
11:15 AM - 11:40 AM EDT HOW ARE MEDIA PREPARING FOR THE RETURN OF U.S. TRAVEL?
4:15 PM - 4:40 PM BST MODERATOR: LIZ HARRIS, DEPUTY GROUP MANAGING EDITOR,
NEWS UK
MARIA PIERI, EDITORIAL DIRECTOR, NATIONAL GEOGRAPHIC
NICOLA BRADY, FREELANCE JOURNALIST, IRISH INDEPENDENT
KATIE MCGONAGLE, FEATURES & SUPPLEMENTS EDITOR,
TRAVEL WEEKLY
11:40 AM - 12:10 PM EDT THE RESILIENCE AND FUTURE OF THE U.K. AND IRISH TRAVELER
4:40 PM - 5:10 PM BST MODERATOR: AMANDA HILLS, PRESIDENT, MMGY HILLS BALFOUR
ADAM ARMSTRONG, GLOBAL CEO, CONTIKI
CLAIRE BENTLEY, MANAGING DIRECTOR, BRITISH AIRWAYS
HOLIDAYS
LISA MCAULEY, MANAGING DIRECTOR, DNATA B2B
12:10 PM - 12:15 PM EDT BREAK
5:10 PM - 5:15 PM BST
12:15 PM - 12:25 PM EDT AN UPDATE FROM THE NATIONAL TRAVEL & TOURISM OFFICE
5:15 PM - 5:25 PM BST JULIE HEIZER, DEPUTY DIRECTOR, NATIONAL TRAVEL AND
TOURISM OFFICE, DEPARTMENT OF COMMERCE
12:25 PM - 12:55 PM EDT THE FUTURE OF TRANSATLANTIC AVIATION
5:25 PM - 5:55 PM BST MODERATOR: NIGEL MAYES, SVP CONSULTING & PRODUCT
DEVELOPMENT, ASM
BOB SCHUMACHER, DIRECTOR SALES, UNITED KINGDOM,
IRELAND, ISRAEL, SOUTH AFRICA AND OFF-LINE MARKETS,
UNITED AIRLINES
BILL BYRNE, DIRECTOR OF GLOBAL SALES, AER LINGUS
RIKKE CHRISTENSEN, VICE PRESIDENT OF NETWORKS,
ALLIANCES AND COMMERCIAL PLANNING, VIRGIN ATLANTIC
12:55 PM - 1:00 PM EDT BREAK
5:55 PM - 6:00 PM BST
CONTINUED >
2
TUESDAY, APRIL 20 DAY 1: MARKET OVERVIEW DAY
1:00 PM - 1:25 PM EDT PROMOTING THE U.S. TO U.K. & IRISH TRAVELERS
6:00 PM - 6:25 PM BST MODERATOR: CLAIRE IRVIN, HEAD OF TRAVEL, THE TELEGRAPH
DEE BURDOCK, PRODUCT MANAGER, AMERICAN HOLIDAYS
CAROLYN STEAD, CONTINENTAL DESTINATION MANAGER -
NORTH AMERICA, TRAILFINDERS
PHIL NEWCOMBE, MANAGING DIRECTOR, BON VOYAGE
1:25 PM - 1:40 PM EDT THE FUTURE OF STREAMING TV: A CONVERSATION WITH
6:25 PM - 6:40 PM BST SAMSUNG TV PLUS
TOM GARZILLI, CHIEF MARKETING OFFICER, BRAND USA
OLLIE DAVIES, EUROPEAN PRODUCT LEAD FOR TV PLUS,
SAMSUNG ELECTRONICS
MARK LAPIDUS, SENIOR DIRECTOR, PRODUCT & TECHNOLOGY,
BRAND USA
1:40 PM - 2:10 PM EDT NETWORKING AND Q&A WITH TODAY’S SPEAKERS
6:40 PM - 7:10 PM BST
2:10 PM - 2:25 PM EDT BRAND USA MARKET OPPORTUNITIES
7:10 PM - 7:25 PM BST AMANDA DAVIS, MANAGER, GLOBAL MARKETS, BRAND USA
CASSADY BAILEY, SENIOR DIRECTOR, PARTNER ENGAGEMENT
& PLANNING, BRAND USA
3
WEDNESDAY, APRIL 21 DAY 2: USA TRAINING DAY
9:00 AM - 9:05 AM EDT BRAND USA WELCOME
2:00 PM - 2:05 PM BST TOM GARZILLI, CHIEF MARKETING OFFICER, BRAND USA
9:05 AM - 9:20 AM EDT BRAND USA RESOURCES
2:05 PM - 2:20 PM BST AMANDA DAVIS, MANAGER, GLOBAL MARKETS, BRAND USA
9:20 AM - 9:45 AM EDT EXPLORING CITY EXPERIENCES ACROSS THE USA
2:20 PM - 2:45 PM BST MODERATOR: FRED DIXON, PRESIDENT & CEO, NYC & COMPANY
BILL TALBERT, PRESIDENT & CEO, GREATER MIAMI
CONVENTION & VISITORS BUREAU
TOM NORWALK, PRESIDENT & CEO, VISIT SEATTLE
JULIE COKER, PRESIDENT & CEO, SAN DIEGO TOURISM
AUTHORITY
9:45 AM - 9:50 AM EDT BREAK
2:45 PM - 2:50 PM BST
9:50 AM - 10:15 AM EDT EXPLORING THE GREAT OUTDOORS IN THE USA
2:50 PM - 3:15 PM BST MODERATOR: CAROLINE BETETA, PRESIDENT & CEO,
VISIT CALIFORNIA
TODD DAVIDSON, CHIEF EXECUTIVE OFFICER, TRAVEL OREGON
BRAD SMYTH, DIRECTOR, TRAVEL TEXAS
KEIKO MATSUDO ORRALL, EXECUTIVE DIRECTOR, MASSACHUSETTS
OFFICE OF TRAVEL & TOURISM
10:15 AM - 11:35 AM EDT NETWORKING WITH U.S. PARTNERS
3:15 PM - 4:35 PM BST MODERATORS:
JACKIE ENNIS, VICE PRESIDENT, GLOBAL MARKETS, BRAND USA
SUZY SHEPARD, SENIOR MANAGER, GLOBAL MARKETS, BRAND USA
AVA MEHTA, TRADE DIRECTOR, REPRESENTING BRAND USA IN THE
U.K. & IRELAND
GEORGIE NICHOLL, TRADE MANAGER, REPRESENTING BRAND USA
IN THE U.K. & IRELAND
11:35 AM - 11:50 AM EDT MEGA USA QUIZ
4:35 PM - 4:50 PM BST AVA MEHTA, TRADE DIRECTOR, REPRESENTING BRAND USA
IN THE U.K. & IRELAND
4
WEDNESDAY, APRIL 21 DAY 2: USA TRAINING DAY
NETWORKING WITH U.S. PARTNERS
THE NETWORKING SESSIONS WILL BE SPLIT INTO FOUR GEOGRAPHICALLY THEMED ROOMS
AROUND THE SEVEN REGIONS OF THE USA:
NORTHEAST AND SOUTHEAST AND MIDWEST AND WEST AND
NON-DMO PARTNERS THE TERRITORIES SOUTHWEST PACIFIC
RECEPTIVE TOUR OPERATORS,
NATIONAL SECTOR, SPONSORS,
AND FEDERAL PARTNERS
AGENTS WILL SPEND 20 MINUTES IN EACH ROOM FOR A BRIEF BRAND USA OVERVIEW AND AN
UPDATE FROM A KEY AIRLINE PARTNER. THIS WILL BE FOLLOWED BY A MODERATED Q & A SESSION
DURING WHICH AGENTS CAN ASK U.S. PARTNERS QUESTIONS ABOUT THE LATEST UPDATES IN
THEIR DESTINATIONS. PARTICIPANTS CAN MOVE BETWEEN THE ROOMS THROUGHOUT THE REMAINDER
OF THE NETWORKING SESSIONS.
5
SPEAKER BIOS
LISTED IN ORDER OF APPEARANCE
CHRIS THOMPSON
PRESIDENT & CEO,
BRAND USA
Chris is president and CEO of Brand USA, the USA’s public-private partnership dedicated to increasing
international visitation to the United States through marketing and promotional efforts. Chris is
responsible for accelerating the organization’s efforts to build and execute effective marketing strategies
to increase U.S. travel exports, create jobs, strengthen the economy, and help enhance the image of
the United States internationally. Under Chris’ leadership, Brand USA has nearly tripled its partnership
network and more than doubled its partner contributions and program offerings.
Chris has more than 30 years of experience in the travel and tourism industry. Before joining Brand USA,
Chris was president and CEO of Visit Florida. Under his leadership, Florida realized record growth
in international visitation. Throughout his career, Chris has been honored with a number of
industry awards and recognized for numerous accomplishments. He was the first recipient of Skål
International’s USA National Tourism Leadership Award in 2018 in recognition of his “very meaningful
contribution to the growth and success of tourism in the United States,” and in 2015, Chris received the
National Tour Association’s Pioneer Award for his accomplishments in producing significant changes in
the travel industry.
6
DAVID GOODGER
MANAGING DIRECTOR, EUROPE AND
MIDDLE EAST AT TOURISM ECONOMICS
David leads Oxford Economics’ Tourism Economics division in Europe, the Middle East and Africa. His
work includes the production of global forecasts for tourism activity worldwide. His team provides
forecasts and alternative scenario analysis to a wide range of destinations and the world’s largest private
sector travel organizations. This includes the global tourism database of tourism flows and spending by
country as well as the global city travel database of 309 cities. David regularly presents the economic
and tourism outlook to client groups and conferences, including a recent focus on alternative forecasts
of recovery from the coronavirus pandemic and policy recommendations. Other recent custom analysis
has focused on the importance of online interactions to gain market share on behalf of a range of well-
known online travel businesses.
MODERATOR: LIZ HARRIS
DEPUTY GROUP MANAGING EDITOR,
NEWS UK
Liz is deputy group managing editor for The Times and The Sunday Times. She has been part of the
managing editor’s team since 2013, and has been at the forefront of driving newsroom innovation
across both news brands. She has been pivotal in ensuring that the newsrooms are digital-first, driving
a newsroom strategy to support subscriptions growth across the brands. Liz joined News UK from Sky
in 2012, initially as Head of HR for The Times and The Sunday Times.
7
MARIA PIERI
EDITORIAL DIRECTOR,
NATIONAL GEOGRAPHIC
Maria is the editorial director of the award-winning National Geographic Traveller U.K. and National
Geographic Traveller Food titles. Maria is currently driving the education strand for the British Society
of Magazine Editors as their 2021 head of education and was BSME chair in 2020.
NICOLA BRADY
FREELANCE JOURNALIST,
IRISH INDEPENDENT
Nicola is a freelance travel writer based in Dublin. Originally from the U.K., she’s been based in Ireland
for the past 14 years, living on the west coast for the best part of a decade before moving to the city.
She spent some years working in the tourism industry in Ireland before launching a career as a travel
writer 10 years ago. She’s a regular travel writer for the Irish Independent, as well as Condé Nast Trav-
eler, The Independent, Evening Standard and more.
8
KATIE MCGONAGLE
FEATURES & SUPPLEMENTS EDITOR,
TRAVEL WEEKLY
Katie is features and supplements editor at Travel Weekly, where she has worked for the past 10 years
overseeing the magazine’s destination features, specialist supplements, sponsored content and, more
recently, webinars and other partnerships. She also manages the company’s luxury title, Aspire, while
its editor is on maternity leave. Travel Weekly is the market-leading title for the U.K. travel trade and
the No. 1 source of news for the industry across a weekly print title, a website that has seen traffic
double within two years, twice-daily newsletters and its sizable social media following.
MODERATOR: AMANDA HILLS
PRESIDENT,
MMGY HILLS BALFOUR
Amanda is one of the most well-known and respected people in the global travel industry, with more than
30 years’ experience in the business. Having grown up in Bermuda and Saudi Arabia, travel is clearly
in Amanda’s DNA, so it was only natural that she went on to study business and travel and tourism.
Throughout her career, Amanda has specialized in product and marketing with the U.K.’s leading tour
operators; she was a founding member of Sunworld Holidays before leaving to head up the global
marketing efforts at Eurotunnel. Amanda founded Hills Balfour in 1998 with the ambition to create the
most innovative and creative travel, tourism and lifestyle communications agency specializing in public
relations, digital, representation, crisis management, sales, trade and consumer marketing, branding
and MICE (meetings, incentives, conferences and exhibitions). Amanda has helped some of the world’s
most iconic destination brands maximize the economic and social benefits of travel.
9
ADAM ARMSTRONG
GLOBAL CEO,
CONTIKI
Based in Geneva, Switzerland, Adam is responsible for guiding the youth travel brand toward growth
and continued innovation in the Gen Z and Millennial holiday market. Originally from England, Adam
has worked in the travel industry for two decades. Having started his career at TUI Travel and the
Carnival Corporation in the U.K., Adam’s most recent role was senior vice president and managing
director of Silversea Cruises in Asia-Pacific. Prior to that, he was at the helm of Royal Caribbean Cruises
as associate vice president and managing director, Australia & New Zealand.
CLAIRE BENTLEY
MANAGING DIRECTOR,
BRITISH AIRWAYS HOLIDAYS
Claire has worked in travel for over 30 years. Her career started in front-line customer service,
subsequently moving into a number of marketing and commercial roles in both the inbound and outbound
sectors. Becoming managing director of British Airways Holidays in 2001, the airline tour operator for
both British Airways and Iberia, Claire has led the business through significant change, implementing
a new strategy and technology platform that has seen the business grow 15-fold, reaching revenue of
over £900m GBP in 2019. Now one of the U.K.’s leading tour operators, British Airways Holidays has
also been cited by consumers and the media as providing a strong customer service response during
the COVID-19 pandemic, and is well established for travel recovery.
10LISA MCAULEY
MANAGING DIRECTOR,
DNATA B2B
Lisa joined dnata Travel Europe as managing director B2B Tour Operations in January 2018 and is
responsible for the much-loved and respected U.K. travel brands Gold Medal, Pure Luxury, Incredible
Journeys and Cruise Plus. Prior to this, Lisa held the position of managing director U.K. and Ireland
for three years at luxury cruise line Silversea, where she oversaw the launch to the U.K. market of the
line’s latest addition to their fleet, flagship Silver Muse. During her time at Silversea, she was also a
member of the executive board for Cruise Lines International Association U.K. & Ireland. Lisa has spent
her entire 30-year career in the travel industry, working in retail and tour operations in both mass
market and niche segments, including ski, touring and hotels.
11JULIE HEIZER
DEPUTY DIRECTOR
NATIONAL TRAVEL AND TOURISM OFFICE
U.S. DEPARTMENT OF COMMERCE
Julie rejoined the U.S. Department of Commerce in September 2003 as deputy director, Industry
Relations, for the National Travel and Tourism Office, formerly known as the Office of Travel and Tourism
Industries. She is responsible for industry outreach, partnerships and strategic alliances. Julie serves
as the department’s liaison to Brand USA and manages all federal components of the Travel Promotion
Act, including oversight of Brand USA’s $100 million matching funds submissions and their and the
government’s compliance with the Travel Promotion Act.
From 1997 until 2003, she was director, and then vice president, of Tourism for Destination DC (formerly
the Washington, DC Convention and Tourism Corporation). She was responsible for domestic and
international tourism development and sales programs, as well as for the organization’s consumer
inquiry and fulfillment programs.
Prior to her work for Destination DC, Julie was assistant director of development for the Maryland
Office of Tourism Development. She was responsible for the development and management of Maryland
tourism product, as well as support programs that included the state’s welcome centers, research,
publications and website.
Julie spent four years as the manager of Private Sector Marketing for the United States Travel and
Tourism Administration, a former agency of the U.S. Department of Commerce, and predecessor to
NTTO. USTTA’s mission was to promote international tourism to the United States. Julie’s responsibilities
included industry outreach, partnerships and strategic alliances, managing new programs and products
developed as a result of those partnerships, and liaising with national travel industry associations and
organizations to keep them involved and informed about the importance of tourism to the economy of
the United States.
She served as executive director of the Virginia Peninsula Tourism and Conference Bureau and was
the first executive director of Maryland’s Montgomery County Convention and Visitors Bureau, both
multifaceted destination marketing organizations. Her career in the travel industry began 40-plus years
ago at the U.S. Travel Association, where she worked in the marketing, membership and national
councils’ departments. Julie recently realized she’s actually been in the travel and tourism industry since
middle school, when she helped her history teacher organize and execute school trips to Hersheypark,
Williamsburg and New York City – which underscores how deeply ingrained travel is in her DNA.
12MODERATOR: NIGEL MAYES
SENIOR VICE PRESIDENT CONSULTING
& PRODUCT DEVELOPMENT, ASM
Nigel has over 20 years of industry experience, starting his career as a key part of the route development
team at Birmingham Airport before joining ASM in 2001. Nigel has led consulting projects across the
globe developing numerous new air services for client airports and governments, as well as advising
on airport transaction projects. Nigel’s knowledge covers route economics, traffic forecasting, route
incentives, aviation policy and cargo business development. Nigel also spent four years as managing
director of the Routes business building a market-leading brand serving the global aviation industry.
BOB SCHUMACHER
DIRECTOR, UNITED KINGDOM, IRELAND,
ISRAEL, SOUTH AFRICA AND
OFF-LINE MARKETS, UNITED AIRLINES
Since 2011, Bob has been responsible for United’s B2B marketing activities in Europe, as well as trade
contact centers. Previously, he was senior director U.K. & Ireland for Continental Airlines, a position he
held from 2004. Bob joined Continental in 1994 as airport business manager at Gatwick and became
cargo director Sales & Service for Europe, the Middle East and Africa in 1997 before being appointed
director of Passenger Sales U.K. & Ireland in 2000.
Prior to joining Continental, he worked for U.K. charter airline Air 2000, (now renamed and part of the
TUI Group), and before that for British Midland at the then-newly opened London City Airport. He is also
chairman of the Board of Airline Representatives, BAR-UK.
13BILL BYRNE
DIRECTOR OF GLOBAL SALES,
AER LINGUS
Bill leads the team responsible for sales partnerships with travel management companies, leisure travel
agencies, online travel agencies, group operators and corporations from Ireland, the U.K., Europe, and
North America. He works from both New York and Dublin and is a native of Chicago.
A 35-year veteran of the travel industry, Bill previously worked at Hertz, where he looked after NA
Inbound Sales from Asia, Europe, and Latin America. Prior to his role with Hertz, he enjoyed a 30-
year career with United Airlines. His most recent position was the managing director of Specialty Sales
for United.
RIKKE CHRISTENSEN
VICE PRESIDENT OF NETWORKS,
ALLIANCES AND COMMERCIAL PLANNING,
VIRGIN ATLANTIC
Rikke is Virgin Atlantic’s vice president of Networks, Alliances and Commercial Planning. Rikke has been
with Virgin Atlantic since September 2019 and leads network strategy and route planning. Rikke has
more than 15 years of network planning expertise across four different airlines – including experience in
low-cost, regional and full-network carriers. Rikke is also chair of International Air Transport Association
Slot Policy Working Group and member of Worldwide Slot Board, an industry-wide body that discusses
and debates future slot rules, policy changes and developments in aviation. Rikke is originally from
Denmark and loves sports, good food and travel.
14MODERATOR: CLAIRE IRVIN
HEAD OF TRAVEL,
THE TELEGRAPH
Claire is head of Travel at the Telegraph, where she leads a team of travel journalists
focused on engaging, informing and inspiring subscribers and readers with quality travel journalism
based on trust, expertise and inspiration. Telegraph Travel’s award-winning travel content is available
in print, online, social media, video and podcasts and speaks to the breadth of the Daily Telegraph’s
discerning audience. Claire, who has been described by rival the Times as one of the 50 most influential
women in the U.K., has spent her career driving editorial innovation as editor of some of the U.K.’s
best-loved magazines, including SHE, Company, ELLEgirl and Sugar and editor-at-large of Grazia –
roles that gave her ample chance to indulge her passion for travel and speak to a wide demographic
of readers. She was previously editorial content director at The River Group, where she was responsible
for the creative development of branded content for clients, including cruise operators, airlines and tourist
boards. She lives in rural Cambridgeshire with husband Stuart, Amelie, 12, Charley, 9, ponies, four
goats and a long-suffering cat.
15DEE BURDOCK
PRODUCT MANAGER,
AMERICAN HOLIDAYS
American Holidays has been established in the Irish market for over 35 years, operating in Dublin and
Belfast and selling to the trade and direct consumers. It is part of Travelopia, a company with over 50
Specialist Travel brands in its portfolio. The company’s passion and expertise is selling tailor-made
holidays to the USA. Dee has worked at American Holidays for a number of years and moved into the
product manager’s role in 2005. She is proud to be one of the team selling a destination that is vast
and diverse, has best-in-class experiences that she has personally enjoyed over the years and will
always stay with her. Dee’s bucket list yet to enjoy in the USA would be Yellowstone National Park,
more of the Rocky Mountain region and Alaska.
16CAROLYN STEAD,
CONTINENTAL DESTINATION MANAGER -
NORTH AMERICA, TRAILFINDERS
Trailfinders was founded in 1970 and has grown from a staff of four to 1,000. Still privately owned today,
the company now has 39 travel centers across the U.K. and Ireland and has confirmed tailor-made
travel arrangements for over 16 million clients. As pioneers of tailor-made travel, they believe there is
no substitute for one-on-one, bespoke service with travel centers and phone lines staffed by some of the
most experienced travel consultants in the industry. The USA is the company’s No. 1 destination. They
offer a multitude of holiday styles and experiences across the nation.
Carolyn will celebrate her 14th year with Trailfinders this May, working in the Product Department for the
majority of that time and heading up the North America Product team for the last five years. Having been
fortunate enough to visit the USA on many professional and personal trips in the last 10 years, she counts
some of her favorite spots as California for its sunshine, cool cities and beach vibe; Utah for its incredible
national parks; and Washington, D.C., for a fascinating city break.
17PHIL NEWCOMBE
MANAGING DIRECTOR,
BON VOYAGE
Bon Voyage has been a leading North America specialist in the U.K. since 1979. Their focus is on
providing high-quality travel experiences tailored to customers’ requirements. The team of specialists
has clocked many miles across the Atlantic. Their knowledge, coupled with extraordinary service, is
stellar. For the second year, they earned the coveted Feefo Platinum Trusted Service Award.
Phil has worked in senior leadership roles in various leading travel brands across multiple
sectors for 35 years; he has extensive experience in motorcoach, group, short-break, short haul,
long haul, river cruise and business travel and, for the last 12 years at Bon Voyage, bespoke North
America holidays.
18TOM GARZILLI
CHIEF MARKETING OFFICER,
BRAND USA
Tom is the chief marketing officer for Brand USA, the nation’s destination marketing organization. In
this role, Tom is responsible for leading the development of Brand USA’s strategic marketing plan and all
efforts to ensure Brand USA achieves year-over-year revenue, visitation and economic impact targets.
Brand USA has raised more than $750 million in contributions from over 500 partners and has developed
many successful and award-winning marketing programs, most notably through the introduction
of Brand USA’s Many Voices/Multi-Screen Strategy, along with innovative travel trade initiatives.
These initiatives include the creation and distribution of three giant-screen documentary films
(“National Parks Adventure,” “America’s Musical Journey” and “Into America’s Wild”); the launch of
GoUSA TV, the first of its kind streaming channel; and “Brand USA Travel Week,” a unique travel trade
buyer/seller experience.
Tom’s experience in the travel industry spans five decades. Before joining Brand USA in 2013, he was
managing partner of Custom Marketing Group, an award-winning destination marketing and custom
publishing company he co-founded in 1992. Prior to CMG, Tom spent 15 years in his family’s wholesale
travel business.
Tom earned his BBA in marketing from Pace University, Lubin School of Business, and he and his wife,
Natalie, have three children.
19OLLIE DAVIES
EUROPEAN PRODUCT LEAD FOR TV PLUS,
SAMSUNG ELECTRONICS
Ollie began his digital media career in 2002 when he joined the BBC as project manager in the Radio &
Music Interactive division. Four years later, he joined super-indie production company Fremantle Media,
where he headed up digital production for all TV properties within the U.K., with a focus on developing
fan interaction for “The X Factor,” “Britain’s Got Talent” and “The Apprentice” across web, mobile and
social. In 2011, he joined BBC Studios-owned broadcaster UKTV, where he was director of digital
product responsible for the development of their VoD product UKTV Play. He is currently the European
product lead for TV Plus, Samsung’s proprietary AVoD product available on their smart TVs, mobiles
and tablet devices.
20MARK LAPIDUS
SENIOR DIRECTOR, PRODUCT
& TECHNOLOGY, BRAND USA
Mark is senior director, product and technology for Brand USA, the nation’s public-private partnership
dedicated to increasing international visitation to the United States through marketing and
promotional efforts.
Mark joined Brand USA in June 2014 and is responsible for leading the global digital effort for GoUSA TV
and all Brand USA websites.
Prior to Brand USA, Mark was vice president of Digital Media at NBC Sports, Mid-Atlantic. His previous
experience includes director of digital media and marketing director at Clear Channel Worldwide, managing
his own media consulting practice and corporate vice president of marketing at Liberty Broadcasting.
Highlights include being the last program director for the world-famous Wolfman Jack. In 1994, Mark
launched several of the first radio station websites in the world. Since then, he’s directed the creation and
execution of over 100 websites, dozens of social media outlets and one of the first over-the-top television
networks based on travel entertainment. He became an early Facebook proponent, creating an organic
community fan base reaching hundreds of thousands of people daily. Mark has won numerous awards in
his career and earned his bachelor of science degree in communications from Ohio University.
21AMANDA DAVIS
MANAGER, GLOBAL MARKETS,
BRAND USA
Amanda is manager of global markets (U.K. and Europe) for Brand USA, the public-private partnership
responsible for launching the United States’ first nationally coordinated tourism marketing effort. Amanda
was coordinator then senior coordinator for the Global Trade team since joining Brand USA in June 2016.
During her association, she has been instrumental in supporting the USA Discovery Program, Brand USA’s
online-training program for international travel agents. She has also worked extensively with Brand USA
MegaFams, which are large-scale familiarization tours, and trade shows.
CASSADY BAILEY
SENIOR DIRECTOR, PARTNER ENGAGEMENT
& PLANNING, BRAND USA
Cassady Bailey is senior director, partner marketing and planning for Brand USA, the public-private
partnership responsible for launching the United States’ first nationally coordinated tourism marketing
effort. Cassady heads up interactions with Brand USA’s expanding network of nearly 500 partners. Her
department assists partners with cooperative marketing opportunities and manages efforts to attain
targeted levels of partner contributions and renewals. These continued efforts have great success as
Cassady and her team have a 94 percent partner retention rate.
Cassady joined Brand USA in October 2012 as a business development assistant and subsequently
moved into the roles of partner service representative and partner services manager. Previously, Cassady
interned at the U.S. Travel Association, where she assisted with conference planning.
22MODERATOR: FRED DIXON
PRESIDENT & CEO,
NYC & COMPANY
Fred is president and CEO of NYC & Company, New York City’s official destination marketing organization.
With more than 30 years of experience in the travel industry, he is responsible for developing and
implementing New York City’s tourism and convention development strategy internationally and in
domestic leisure and business markets. At NYC & Company, he has built a sales and marketing team that
is at the core of the organization’s strategy to increase visitation and economic impact across the city.
He oversees 17 global offices comprising sales, marketing and press professionals in diverse feeder
markets from Australia to the U.K., China to Mexico and India to Brazil.
Fred is a respected leader with positions on travel industry association boards and committees, including
the U.S. Department of Commerce’s Travel and Tourism Advisory Board, the U.S. Travel Association
Executive Committee and Board, the New York Convention Center Operating Corporation Board, Tourism
Cares Board, the U.S. Travel IPW Planning Committee, and serves as co-chair for the U.S. Travel Association’s
Meetings Mean Business Coalition.
23BILL TALBERT
PRESIDENT & CEO, GREATER MIAMI
CONVENTION & VISITORS BUREAU
For more than three decades, Bill has distinguished himself as a highly respected visitor industry and
community leader, serving as president and CEO of the Greater Miami Convention & Visitors Bureau.
Among his major accomplishments, he assisted with the passage of the U.S. Travel Promotion Act and
the Miami-Dade Food & Beverage Tax, helping spearhead destination marketing efforts globally.
To ensure the future success of Miami’s meetings industry, he championed efforts to secure a $620
million renovation of the Miami Beach Convention Center and subsequent voter approval to establish a
headquarter hotel at the MBCC. He also led efforts to win and host five Super Bowls, including the NFL’s
Super Bowl LIV Centennial Celebration in 2020.
His leadership is sought after by many organizations. Throughout the COVID-19 pandemic and
subsequent industry response, he has served on a number of national and municipal boards
working to ensure the destination’s health and economic recovery. He is also a board member of multiple
Miami-based business and nonprofit organizations.
24TOM NORWALK
PRESIDENT & CEO,
VISIT SEATTLE
Tom is president & CEO of Visit Seattle, the private, nonprofit marketing organization that promotes
Seattle and King County as a destination for international and domestic leisure travel, meetings and
conventions. He leads a team of 30 employees in the organization’s main Seattle office and a satellite
sales office in Washington, D.C.
A hospitality veteran, Tom brings extensive hotel and travel experience to Visit Seattle working with
international brands such as Westin and Four Seasons in Seattle, San Francisco and Vancouver BC, and
local industry organizations such as Seattle Hospitality Group, LLC. He currently serves on the board
of directors of the U.S. Travel Association, The Washington State Destination Marketing Organization,
Seattle Metropolitan Chamber of Commerce and the Washington State University Hospitality Business
Management Advisory Board.
A Seattle native, Tom earned a bachelor’s degree in communications from Washington State University
and was recently inducted into the WSU School of Hospitality and Business Management Hall of Fame and
the Murrow College Hall of Achievement, which recognizes outstanding achievements of select graduates.
He and his wife, Linda, have three adult children, three grandchildren and reside in Bothell, Washington.
25JULIE COKER
PRESIDENT & CEO,
SAN DIEGO TOURISM AUTHORITY
Julie is the president and CEO of the San Diego Tourism Authority, where she oversees the organization’s
efforts to promote and sell San Diego as a top destination for meetings, conventions, overseas travelers,
and leisure visitors. The SDTA’s mission is to drive visitation to economically benefit the region.
Previously, Julie served as the president and CEO of the Philadelphia Convention and Visitors Bureau,
where she oversaw the 2017 NFL Draft and the 2016 Democratic National Convention, which had a
combined economic impact of $325 million for Philadelphia. Prior to that, she was PHLCVB’s executive vice
president, Convention Division, and managed a staff of 25 sales and services professionals responsible
for selling the expanded Pennsylvania Convention Center and hotel packages to customers across the
country. Prior to joining the PHLCVB, she was the general manager for the Hyatt Regency Philadelphia
at Penn’s Landing, where she oversaw all operational aspects of the 350-room hotel. A 21-year Hyatt
veteran, she began her career in 1989 as a corporate management trainee at Hyatt Regency Columbus.
Throughout her more than two decades with Hyatt, she rose through the ranks in a variety of positions,
including assistant front office manager, front office manager, hotel assistant manager, assistant executive
housekeeper and general manager.
Julie serves on several boards, including the California Travel Association, Visit California, The San Diego
Regional Chamber of Commerce, The San Diego Regional Economic Development Corporation and the
Downtown San Diego Partnership. She is an Executive Committee member of the U.S. Travel Association
and Destinations International. From January 2018 to 2020, she served as co-chair for U.S. Travel’s
Meetings Mean Business Coalition and secretary-treasurer for International Association of Exhibitions and
Events Executive Committee. From 2016 to 2019, she co-chaired the Shared Spaces Initiative to combat
homelessness with Philadelphia’s mayor and, in 2016, she served as the chair of Mayor Jim Kenney’s
transition team for the Democratic National Convention.
Additionally, Julie is a member of the Philadelphia Chapter of The Links, Incorporated. In both 2012 and
2019, the Philadelphia Business Journal named her among their Women of Distinction honorees. She was
the 2017 United Negro College Fund Mayor’s Ball Honoree for Civic Leadership and was named one of the
Network Journal’s 25 Most Influential Black Women in Business. She also received the Cradle of Liberty
Good Scout Award by the Boy Scouts of America Cradle of Liberty Council and was the recipient of the
2011 John Wanamaker Award (Individual Award) given by the YMCA of Philadelphia and Vicinity.
She is a graduate of Johnson & Wales University in Providence, Rhode Island, where she received a
bachelor of science degree in hospitality management and graduated magna cum laude.
26CAROLINE BETETA
MODERATOR: PRESIDENT & CEO,
VISIT CALIFORNIA
Caroline serves as president and CEO of the industry-led Visit California, a nonprofit organization created
to market California as a premier travel destination to increase the state’s share of tourism-related
revenues. She simultaneously serves as a strategic advisor for the Governor’s Office of Business &
Economic Development (GO-Biz). Caroline is responsible for implementing Visit California’s global
marketing program on behalf of the organization’s 21,000 investors and serves as the lead spokesperson
for California’s travel industry. In her tenure, she has overseen a decade of growth for California’s travel
industry, peaking in 2019 with a record $144.9 billion in economic benefit to the state. She has shepherded
the growth of Visit California into a global marketing franchise and helped restore travel and tourism
following numerous natural and economic crises.
27TODD DAVIDSON
CHIEF EXECUTIVE OFFICER,
TRAVEL OREGON
Todd was appointed executive director of the Oregon Tourism Commission (dba Travel Oregon) in June
1996 and was named CEO in September 2004.
In 2003, Todd helped lead an effort to establish dedicated and stable funding for Travel Oregon through
a statewide transient lodging tax. This funding has been crucial in Travel Oregon’s ability to increase the
state’s tourism economy through innovative destination management, growing international markets,
and award-winning advertising campaigns. Tourism, and the small businesses that make up the tourism
economy such as restaurants, retailers, and lodging, are now collectively a significant driver of Oregon’s
total economy, with record-breaking growth for the last 10 years. In response to industry needs, Todd
worked with the industry and state legislators in 2016 to establish a dedicated funding source for the seven
regional destination management organizations as well as a competitive grant program. Todd believes
that reinvesting in local communities, whether through marketing programs, regional investments or
grants, are critical to supporting and growing Oregon’s tourism economy for generations to come.
Todd is a past chair of the U.S. Travel Association and a continuing board member and serves on the
Brand USA Board, the National Council of State Tourism Directors, and the Western States Tourism Policy
Council. He has served on the National Advisory Committee on Travel and Tourism Infrastructure and is a
past chair of the U.S. Travel and Tourism Advisory Board, a position he was appointed to in January 2012
after being initially appointed to the board in 2010. Todd was honored by the NCSTD as the State Tourism
Director of the Year in 2006 and inducted into U.S. Travel Hall of Leaders in 2018.
28BRAD SMYTH
TOURISM DIRECTOR,
TRAVEL TEXAS
Brad is the director of the Travel Texas program in the Economic Development & Tourism Division of the
Texas Office of the Governor. As tourism director, he manages the state’s primary program for marketing
and promoting the Texas travel experience in domestic and international markets.
Enjoying more than 25 years of tourism industry experience in the public and private sectors, Brad is
honored to work with one of Texas’ largest industries and lead a team that generates travel to and within
the state, creating revenue and jobs for Texas.
Brad is active in the U.S. Travel Association, the Texas Travel Industry Association and National Council of
State Tourism Directors.
29KEIKO MATSUDO ORRALL
EXECUTIVE DIRECTOR, MASSACHUSETTS
OFFICE OF TRAVEL & TOURISM
Keiko, of Lakeville, Massachusetts, serves as the executive director for the Massachusetts Office of Travel
& Tourism. She chairs the Massachusetts Marketing Partnership as well as the Restaurant Promotion
Commission. Keiko serves on the board of Discover New England and is a member of the Brand USA
Advisory Board. She is a member of the White House Initiative for Asian Americans and Pacific Islanders
Presidential Commission and has participated in national and international panels.
Prior to the Office of Travel and Tourism, Keiko served four terms as a state representative. She was the first
Asian American woman elected to the Massachusetts Legislature. With a background in local government
and teaching, she served on the Joint Committees on Economic Development and Emerging Technologies,
Labor and Workforce Development, Export Development, State Administration and Regulatory Oversight,
Public Health, and the Judiciary. A graduate of Smith College, she served on the University of Massachusetts
Center for Women and Public Policy Advisory Board, the Pay Equity Commission, the Massachusetts
Caucus for Women Legislators, and has worked to support women in public office. She was the first
minority woman to run for statewide office.
She has received recognition and awards from various organizations including the Massachusetts
Restaurant and Business Alliance, the Massachusetts cranberry industry, the American Legion and the
National Federation of Women Legislators. In 2019, she received the Order of the Rising Sun, Gold and
Silver Rays Award from the Japanese government.
30JACKIE ENNIS
VICE PRESIDENT, GLOBAL MARKETS,
BRAND USA
Jackie is vice president of global markets for Brand USA, the nation’s destination marketing organization
with the mission of increasing international visitation to the United States, fueling the nation’s economy
and enhancing the image of the USA worldwide. In this role, Jackie leads Brand USA’s trade engagement
and marketing efforts, manages Brand USA’s global offices, and continues to effectively work to optimize
trade and consumer reach around the world.
Jackie joined Brand USA in August 2018 as senior director of global trade development after working as
a consultant with the organization’s global trade team and became instrumental in strategic development
of trade initiatives. Jackie was previously responsible for the international marketing strategy for the
Massachusetts Office of Travel and Tourism. She also was the executive director for Discover New England,
where she developed the successful business-to-business international marketplace that is considered
one of the most valuable business opportunities for the New England hospitality industry in marketing
the region to international travelers. Her other previous positions included principal of Ennis Marketing,
director and international marketing manager for Vermont Department of Tourism and Marketing, and
product manager for Saga Holidays.
An avid traveler, Jackie has lived in three countries and has visited 29 countries, 28 states, and the
District of Columbia. She loves tennis and is semi-fluent in Spanish. She is married to David Rocchio and
has two children. Jackie received her bachelor’s degree in international relations and Spanish from the
University of Warwick, England.
31SUZY SHEPARD
SENIOR MANAGER, GLOBAL MARKETS,
BRAND USA
Suzy is senior manager of global markets for Brand USA, the nation’s destination marketing organization
with the mission of increasing international visitation to the United States, fueling the nation’s economy
and enhancing the image of the USA worldwide.
In this role, Suzy cultivates and maintains relationships with international Brand USA representation
firms and partners, seeks new trade opportunities, and manages day-to-day operations, including
market activation, co-op marketing, and budget overview.
Suzy joined Brand USA in April 2013 as an assistant in global market development group and, three
months later, became a manager serving as the primary liaison for Brand USA and its partners,
prospects, and international representation firms in Latin America. Shortly after, India, Australia, and
New Zealand were added to her portfolio. She managed strategic partner accounts and provided support
at international trade shows, familiarization trips, and sales missions.
Prior to Brand USA, Suzy worked as a graduate student intern at the U.S. Department of State in the
Office of Mexican Affairs, where she served as an alternate officer for the Economics, Political, and
Public Diplomacy desks and helped prepare the U.S. Ambassador to Mexico for his Senate confirmation
hearing. She previously was employed as a student administrative assistant in the Center for Latin
American Studies at Georgetown University and as an administrative assistant for Novartis Institute for
Biomedical Research.
An avid traveler, Suzy was drawn to Brand USA because of her interest in international travel. She has
visited 28 countries and 21 U.S. states. Suzy is fluent in Spanish and loves to travel, read, and dance.
She also practices Krav Maga, a military self defense and fighting system. A native of San José, Costa
Rica, Suzy now lives in Arlington, Virginia.
Suzy graduated from Wellesley College with a bachelor of arts degee in political science and Latin
American studies and received her master’s degree in Latin American studies from Georgetown University
School of Foreign Service.
32AVA MEHTA
TRADE DIRECTOR,
BRAND USA U.K. & IRELAND
Ava is the trade director for Brand USA in U.K. and Ireland and joined the Brand USA team in 2018.
Since then, she has worked on a number of key activities, including the Brand USA MegaFam, inaugural
and subsequent Brand USA Travel Week events and, most recently, the launch of Brand USA Global
Marketplace. Ava has worked on developing and growing Brand USA’s travel trade relationships in the
U.K. and Ireland, initiating marketing campaigns and increasing engagement in the USA Discovery
Program. She has worked at Hills Balfour since 2015. Prior to this, she worked in the product and
marketing department of a luxury London-based tour operator.
GEORGIE NICHOLL
TRADE MANAGER,
BRAND USA U.K. & IRELAND
Georgie has worked on the trade team for Brand USA in the U.K. and Ireland and across Europe
for the past three years. Her work on a number of trade activities across 11 European markets has
included agent training, USA Discovery Program promotions and marketing campaigns. She has also
been involved in two of Brand USA’s flagship activities, the Brand USA MegaFam and Brand USA Travel
Week Europe. Before joining Hills Balfour, Georgie worked at a wellness tour operator in London.
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