NORTH AMERICA & CANADA BRAND USA


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THE BIGGER PICTURE —


From movie debuts to addressing untapped potential, Peter Ellegard hears how Brand USA is set to make a splash in 2020 from president and CEO Chris Thompson


F


orget Brexit – the US regards Europe as a single market. At least that’s the case for its marketing organisation,


Brand USA, which has adopted that approach under its new One Europe strategy. Explaining the concept, Brand USA president and CEO Chris Thompson says: “When you look at just the geography of Europe it’s actually no bigger than if you start on our East Coast and went to Denver,” he says. “And certainly it’s a lot smaller than China, which is a market that everybody always talks about with regard to its potential.” However, he adds when Europe is viewed


as a continent, its importance becomes clear, with the top 20 countries producing 14.5 million visitors in 2018. The UK, America’s leading European market,


provided 4.7 million visitors – its second-highest total – followed by Germany at 2.1 million and 1.8 million from France, which notched up a record year along with Italy and Spain, the fourth and fifth largest markets. Meanwhile, Ireland


04.11.2019 WTM OFFICIAL EVENT DAILY 53


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