visit usa now! ISSUE 110 | DECEMBER 2012 Retail on the rise for Visit USA member


ALTHOUGH UK visitors to the US remained flat in 2011, at 3,835,000, with spending down by 28% last year compared with 2010, USA Airtours’ Founder and CEO, Guy Novik says that 2011 sales for the operator were up by six per cent on the previous year. These were just two of the conflicting statistics revealed at the annual Visit USA Association briefing at WTM. Julie Heizer, Acting Director of the U.S.


Department of Commerce’s Office of Travel & Tourism Industries, revealed that the average length of stay for UK visitors to the US is 13.7 nights and that 71% are single destination visitors. She also said that touring the countryside had fallen, to 23% of visitors, while attending a concert/play etc. had risen, to 18%. Guy Novik noted that for US Airtours, some 23% of bookings are now for travel within 10 weeks of departure.


Philadelphia finds new ways to connect


PHILADELPHIA has a fresh image and branding to promote 'New Ways to Discover Philadelphia’. The Philadelphia Convention & Visitors Bureau (PHLCVB) has re-launched its website (www.discoverPHL.com) and will unveil a series of publications over the coming weeks, including a Philadelphia Official Visitors Guide (OVG). In addition to the print and web products, the PHLCVB is producing a video that pulls together core themes like 'Freedom', 'Vibrant Street Life' and 'Creative Spirit' that together present Philadelphia as a modern renaissance city. “Many people know us for our historical attractions but Philadelphia today is a place where the convergence of the arts, science, innovation and education industries are underpinning a time of great revival and transformation for the city,” said Kathleen Titus, Executive Director of Tourism for PHLCVB. To sign-up for updates as the PHLCVB


unveils its new ways to discover Philadelphia, visit vip.discoverphl.com. Follow the PHLCVB on social media at www.facebook.com/DiscoverPHL and www.twitter.com/DiscoverPHL


Lincoln puts Springfield, Illinois, in the frame


SPRINGFIELD, Illinois, expects the Steven Spielberg movie biopic Lincoln, which is released in the UK next month, to put the city firmly on the ‘must see’ list for tourists visiting the Great Lakes state. Jeff Berg, International Programme Manager for Springfield Convention and Visitors Bureau, said Springfield will appeal to visitors with an interest in US presidential politics. “Not only is Springfield where Abraham


Lincoln lived for 17 years but it is also where in 2007 Barak Obama announced his candidacy for President in the shadow of the Old State Capitol, where Lincoln made his famous 'Divided House ‘ speech. Visitors can drop by Lincoln’s home,


restored to its 1860 appearance; visit the Abraham Lincoln Presidential Library and


Museum, the most-visited presidential museum in the nation; and see the Lincoln Tomb (pictured). These attractions appear on a new heritage tourism trail based on Lincoln's life. It starts in Springfield and includes other central Illinois communities, such as New Salem, 25 miles from Springfield, where Lincoln spent six years of his life. A village themed on the early 1830s includes costumed interpreters that bring frontier life alive for visitors. The famous Route 66 passes through Springfield. Attractions include Shea's Gas Museum, an eclectic collection of over 50 years of gas station memorabilia; the Cozy Dog Diner, with 1950s memorabilia; and a drive-in movie theatre in the summer. www.visit-springfieldillinois.com


“We are finding that family business is


down, although the fact that schools are increasingly fining parents for taking kids out of school means that those travelling are booking further ahead.” Virgin Holidays’ Gary Orr said that the operator had opened 105 retail stores in the past few years. “Consumers want to talk to someone as it’s a significant purchase throughout the year. “Retail stores will continue to grow. The


strategy has been to put them into stores as concessions in Debenhams, Sainsbury’s, House of Fraser etc. Virgin is the UK’s fastest-growing long haul travel retailer.” In another positive report, Brand USA’s


new CEO, Chris Thompson, told Visit USA Association members that following the Land of Dreams campaign, UK travellers ‘intention to visit’ had increased by 14% while the likelihood to visit in the next six months had gone up by 17 points.


Kansas & Oklahoma


IT is with much sadness that we report the passing after illness of Derek Mackenzie-Hook, who had represented the states of Kansas & Oklahoma for six years. Derek was a veteran travel writer who


first visited Kansas and Oklahoma on a hosted press trip with assignment for Go With Kids. The following year (2006) Derek became the manager of the new Kansas/Oklahoma Travel & Tourism fulfilment office for the UK and Ireland. Lisa Weigt, who looks after International


Marketing & Public Relations for Kansas/ Oklahoma Travel & Tourism said that Derek quickly proved to be an excellent asset for Kansas and Oklahoma. “One of his first big tasks was to manage the importation of Kansas beef tenderloin to feed 500 at the 2006 British Guild of Travel Writers Annual Awards Banquet. Derek became the Kansas/ Oklahoma point of contact for the UK and Ireland travel trade, media, and consumers. “Throughout the past six years, Derek has proved over and over his dedication to, and love for, Kansas and Oklahoma. In September 2012 Derek led a 12-day marketing mission for Kansas/Oklahoma to Ireland, Scotland, and England, followed by attending World Travel Market in November. Derek passed away on Tuesday, November 13. Kansas and Oklahoma have been blessed by having him on our team, and will miss him immensely.”


56 December 2012 • www.sellinglonghaul.com


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