BRAND USA will intensify its focus on South-east Asian markets next year, with a new travel agency training platform being the linchpin of its efforts.
Already in other markets like the UK and India, the USA Discovery Program will be rolled out in Singapore, Malaysia, Indonesia, the Philippines and Thailand in 2015.
“One of the biggest challenges within the region is currently the lack of education and awareness,” Brand USA vice president, global market development, Jay Gray told TTG-ITB Asia Daily.
To address this, the interactive online course has six specialist experience modules – Big City Buzz, Great Outdoors, Culture & Heritage, Winter Sports, Coastal Escapes and Fly-Drive – plus the Regional Expert Badge, which users must attain initially after passing five tests. Further modules such as Food and Drink and Family will be added in the coming months.
“We’ll use this as a way to identify travel agencies that will participate in our mega-fam,” said Gray, who shared that Brand USA has not conducted any fams in South-east Asia yet. In contrast, North Asia has some 10-12 fams a year.
Read more in TTG-ITB Asia Daily