p11 Q&A Nov 09 20/11/09 14:20 Page 11
in the hot seat USA
Q&A Kate
Burgess-Craddy
Kate Burgess-Craddy became overall chair of the Visit
USA Association in June 2009. She’s also managing
director of KBC Public Relations & Marketing. She
began her career in food PR where her claim to fame
was to introduce Delia Smith to the humble cranberry
HOW ARE THE LATEST VISITOR STATISTICS.
new BA direct service to Las Vegas will
TO THE US SHAPING UP?.
consolidate the city’s fourth position in the
The forecast from the US Office of Travel & destination leaderboard.
Tourism Industries is for a 12% decline in UK
visitation to the USA on 2008’s figures. A
HOW CAN VISIT USA HELP AGENTS SELL THE US?.
slowdown in the rate of decline from earlier Training is absolutely vital – the geography of
this year has resulted in a better picture than the country is a huge challenge just to start
we might have expected at the start of the with! The Visit USA training programme has
summer. This would appear to show that the been developed to help agents become US
bite of the recession is easing and that the specialists. We are also running roadshows in
improving exchange rate and great deals on Ashford (Kent), Liverpool and Belfast in
flights and hotels are having a positive effect. December, where agents can meet 30 of our
members. Email visitusa@thenetwork-uk.com
WHAT IMPACT HAS THE RECESSION HAD.
for information. We also produce an annual
ON TRAVEL TO THE US?.
Travelplanner for agents that has contact
The major decline in visitation can be directly details for all our members, inspirational ideas
linked to the recession. However other factors and information about the Esta requirement.
have played their part too, notably the lack of
CV Kate Burgess-Craddy
any promotional activity for the US as a whole,
WHAT ARE YOUR PERSONAL GOALS IN YOUR.
which has resulted in the destination losing
TERM AS VISIT USA CHAIR?.
June 2009 Chair, Visit USA Association
market share to other destinations that are I want to ensure that every member, UK (elected, voluntary role)
more active in the UK market. But this is what including our travel agent partners, truly gets 2007-2009 Chair, Visit USA
has spurred the US government into recently something back from us, whether that’s PR Committee
passing the Travel Promotion Act, which will an opportunity for training or networking, or 2000-2007 Member, Visit USA
create a new organisation to promote the US access to key market information. I also want PR Committee
to its international markets. It will be at least a to do everything I can to make sure that our 1998-to date Managing director,
year before we see any positive results from voice is heard in Washington, DC. It is vital that KBC Public Relations & Marketing
this, but it is coming and the Visit USA whatever campaign the new travel promotion 1995-1998 Group PR manager,
Association strongly welcomes it. organisation puts in place responds to the Unijet Group
needs of our local markets and is meaningful 1991-1995 Senior account manager,
WHICH AREAS OF THE STATES ARE SEEING.
to the British. Ocean Spray Cranberries/
GROWTH AND WHY?.
Field Communications
Members report that the south-western US is
WHAT’S YOUR FAVOURITE AMERICAN STATE?.
1989-1990 Head of fundraising,
showing strength, with new quality properties I have a great affinity for Florida and the Keys. Central Television, ITV Telethon ’90
opening. The Wizarding World of Harry Potter San Francisco is one of my favourite cities 1986-1989 Advertising copy clearance
at Universal Orlando Resort is bound to provide along with Washington, DC where the locals executive, ITV Association
a welcome fillip to the state in 2010, and the have a very British sense of humour.
TTG Knowledge – November 2009
11
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