Brand USA Drives Return from Asia with Successful Sales Missions to Japan and South Korea
Brand USA wrapped up its 2024 sales missions to Japan and South Korea in July, marking a significant step in continuing to restore and expand tourism from these critical Asian markets. The missions, which included comprehensive programs across Osaka, Tokyo, Seoul, and Busan, facilitated over 1,200 one-on-one business meetings, providing an essential platform for U.S. partners to engage directly with travel trade professionals.
Our mission to Japan coincided with the U.S.-Japan Tourism Year, a collaborative initiative to revitalize tourism between the two countries. The mission brought together a delegation of 26 partners in Osaka and 32 in Tokyo.
Kicking off in Osaka, U.S. partners connected with 37 travel agents during a trade seminar and participated in an exclusive seminar with H.I.S., one of Japan’s largest travel agencies. The momentum continued in Tokyo with a series of events, including a Sister City Meet-up and a VIP reception. The highlight of the Tokyo leg was an extensive round of business meetings, resulting in over 700 one-on-one appointments. Additionally, we hosted a trade seminar with 86 travel agents, emphasizing the diverse destinations and unique experiences the U.S. offers.
The mission to South Korea marked Brand USA’s first dedicated sales mission to the country, reflecting the growing importance of this market. South Korea is currently the fifth-largest source of international arrivals to the United States.
In Seoul, the mission saw 25 U.S. partners participate in one-on-one trade appointments with 29 representatives from 24 South Korean travel trade companies. The day was capped off with a VIP dinner reception. The following day featured presentations by U.S. partners to over 70 attendees from South Korean companies. In Busan, the mission continued with 17 U.S. partners participating in presentations attended by 80 travel professionals.
During the missions, Brand USA also collaborated with U.S. Customs and Border Protection (CBP) to facilitate nearly 800 Global Entry mobile enrollment interviews. By enabling travelers to complete their Global Entry enrollment in Japan and South Korea, Brand USA and CBP have significantly simplified the process, offering a more seamless and enjoyable experience for international visitors. Read more about the partnership here.
Brand USA’s sales missions to Japan and South Korea continue to lay a strong foundation for the growth of inbound U.S. tourism from these key Asian markets. These missions are crucial in driving visitation by fostering direct engagement and building strong relationships with travel trade professionals.
