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Eye-popping Brand USA campaign

TAIPEI, Taiwan -- As the 2013 Taipei International Travel Fair (Taipei ITF) proceeded into its second day, the USA Pavilion continued to draw a massive crowd, with one Brand USA official saying that visitors to the fair were asking good questions, indicating they are seriously considering traveling to the United States.

The population of 23 million in Taiwan made over 10.23 million overseas trips last year, making it a huge outbound travel market.

Managing Director Reene Ho-Phang of Brand USA Taiwan & Hong Kong said she is very pleased about the turnout of the event, and that the quality of visitors at the fair has improved. “In the past few years, visitors were just passing by, but at this year's travel fair, visitors are asking good questions, showing that they've done some research, and are seriously considering going to America.”

While Reene already considers this year's fair a success due to its ability to attract consumers' attention, she hopes that in the future, U.S. tourism agencies will have more opportunities to meet with top buyers or tour operators in Taiwan. Brand USA is looking forward to working with companies that plan to organize retreats, conferences, meetings or other activities in the U.S., Reene explained.

Nancy Richardson, Idaho Tourism's international tourism specialist, said Taipei ITF drew a larger crowd compared with another travel fair held in May. Brand USA and Discover America are successfully drawing in potential travelers, making this year's event a success, she added, expressing hopes she will be able to come to Taiwan for next year's travel fair.

Richardson also explained that she would like to meet with more local travel agencies in the future. In such a way, Idaho Tourism will be able to help them decide what trips to include in the itinerary.

Public Relations and Marketing Manager Milane Tsai of the Marianas Visitors Authority said she was pleased with yesterday's turnout. The authority is striving hard to promote Malane Travel, and working with Brand USA and Discover America, as well as being showcased at the USA Pavilion, has helped this effort substantially, Tsai said, adding that the number of visitors has increased compared with last year's travel fair. “The number of inquiries has increased by almost 50 percent,” she continued.

Nevertheless, Tsai is confident that the USA Pavilion will further increase its promotion to get more exposure in the future.

In line with its overall marketing strategy, Brand USA aims to showcase attractions and “off the beaten path” experiences from all 50 states, the District of Columbia, and the five U.S. territories, Reene stressed, noting that these adventures articulate the richness of experiences to be found in America and embrace the following four pillars: great outdoors, urban excitement, indulgence and culture.

For more information on Brand USA, visit www.thebrandusa.com

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