p4-5 market_focus Nov 09 20/11/09 16:29 Page 6
USA destination report
Trade views
“The UK
has quickly
become an
early adopter of the
Esta scheme and leads
the rest of the world.
This is in no small
part down to agents ensuring their clients
know about the requirements.”
Kate Burgess-Craddy, chair, Visit USA
David Beckham is one of the stars in California’s updated television commercial, first airing in December
“Bookings CELEBRITY APPEAL Meanwhile, Washington State is reaping the
to New England, the Responding to the celebrity-obsessed modern benefits of being the home of the Twilight
Deep South, California, era, the US travel industry is raising the bar films, a vampire teen romance story taking the
Arizona and Utah have with its celebrity endorsements. world by storm. Most fans head to Forks, locat-
not been as affected David Beckham has joined Arnold ed at the gateway to Olympic national forest –
by the economic Schwarzenegger, Jay Leno and Rob Lowe in a the small logging town has experienced a
climate as some other celebrity-packed advertising campaign to 1,000% rise in visitors since Twilight’s inception.
parts of the US.” promote California. Marsha Massey, executive director of the
Cath Pusey, product director, Harry Potter cast members Daniel Radcliffe, Washington State Tourism Commission, said:
America As You Like It Rupert Grint, Emma Watson and Tom Felton “We are thrilled about the surge of interest that
have been giving sneak previews of the Washington’s beautiful Olympic Peninsula is
“This year Wizarding World of Harry Potter, due to open receiving from Twilight fans.
we opened a at Universal Orlando Resort next spring. “Visitors from all over the world are
new visitor centre just The celebrity factor has benefited Ranch experiencing our state for the first time and in
north of Times Square, America – Jamie Oliver threw himself into the a magical way, following in the footsteps of
where your clients life of a cowboy when he visited TX Ranch in central characters Bella and Edward.”
can build customised Wyoming for Jamie’s American Road Trip, and She added that a dedicated website should
itineraries. The centre Matt Rushbrooke, general manager, said the make it easier to plan a Twilight-themed trip:
is futuristic and interactive.” working ranch experience has gained a higher experiencewa.com/twilight
Fred Dixon, senior vice-president, profile: “We’ve seen a definite increase in book- With a resurgent end to 2009 and so much
tourism development, NYC & Company ings and enquiries in the last three months and celebrity appeal to bank on, the US looks well
Jamie’s ranch experience has helped drive this.” placed to enjoy a better year in 2010.
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