Timeshare Information

It was announced this week that the Corporation for Travel Promotion is now doing business as Brand USA, Inc. The Corporation for Travel Promotion was created in 2010 for the purpose of encouraging travelers from all over the world to visit the United States of America.

The public-private marketing entity works in close partnership with the travel industry to maximize the economic and social benefits of travel in communities around the country. Through its call-to-action “Discover America,” Brand USA will “encourage and inspire travelers to explore America’s boundless possibilities.”

In this blog we have written about The Corporation for Travel Promotion, and its mission to increase foreign travel to the U.S., and thus increase jobs and put the U.S. travel industry on a healthy footing, where it has not been since the 9-11 attacks.

Increased foreign tourism to the U.S. can translate into increased interest in timeshare resales, exchanges, and rentals, so it is good to hear that Brand USA Inc. launched the United States’ first-ever nationally coordinated global campaign at London’s British Academy of Film and Television Arts and a subsequent press conference at ExCel London.

According to Stephen J. Cloobeck, Chairman of Brand USA Inc., and Chief Executive Officer of Diamond Resorts International®, “Brand USA has arrived and it’s not just a tourism brand, but a platform to spur powerful growth throughout all the corners of the United States. It is a 21st-century brand that will help reposition our great nation in the global market for travel – and drive economic activity, including billions in new spending and tens of thousands of new outsource-proof jobs and much needed tax revenue.”

“The new identity of Brand USA captures the unique and diverse culture of the US, and is a critical step in the development of the nation’s first unified marketing strategy,” said Cloobeck.

The logo, which comprises a collection of dots joining together to form the letters USA, symbolizes” the boundless possibilities of the US.” The logo also displays Brand USA’s consumer website, DiscoverAmerica.com. The first official advertising and marketing campaign is scheduled to launch in spring 2012.

Chairman of the Board of the Corporation for Travel Promotion (CTP), Stephen J. Cloobeck, also chairman and chief executive officer, Diamond Resorts International®, discussed the importance of travel promotion, marketing strategies and plans for efficient and effective expenditure of CTP resources during a live interview a week ago with Jane Wells on CNBC.

The CTP initiatives include implementing a world-class marketing and promotion program designed to attract more visitor spending to the U.S. in order to drive economic growth and create jobs. Intensive market research will allow for strategic international advertising placement and deliver a culturally sensitive message geared specifically for each region.

The budget for CTP is comprised of funds from the private sector and fees from foreign tourism and will be allocated to appropriately represent all stakeholders, including all states and territories in the U.S.

“We are the only country in the world that doesn’t have a ministry of tourism or a marketing arm for our country and since 24% of our service exports are in tourism and travel, this is a simple way for us to create GDP and jobs,” stated Cloobeck.

Devising marketing initiatives for "Brand USA," the CTP is a new non-profit corporation that will promote travel to the United States, and communicate and improve the entry process so that visitors want to return. The eleven travel and tourism industry leaders who serve on the CTP Board of Directors were appointed in September, 2010, by U.S. Commerce Secretary Gary Locke.

Diamond Resorts International, with global headquarters in Las Vegas, Nev., is one of the largest hospitality companies in the world with more than 190 branded and affiliated resorts in 28 countries with destinations throughout the continental United States and Hawaii, Canada, Mexico, the Caribbean, Europe, Asia, Australia and Africa.

Offering "simplicity, choice and comfort" to more than 385,000 owners and members through the branded hospitality service of more than 5,500 team members worldwide, Diamond Resorts International is dedicated to "providing its guests with effortless and relaxing vacation experiences every time, for a lifetime."

The Corporation for Travel Promotion named Jim Evans, a longtime leader in the hospitality industry, its first CEO. Evans will be responsible for leading the Corporation's efforts to promote the United States as a travel destination and strengthen the U.S. tourism industry.

"I congratulate Jim on his appointment as the first CEO of the newly created Corporation for Travel Promotion," U.S. Commerce Secretary Gary Locke said. "Promoting tourism is an important part of the President's National Export Initiative and the overall U.S. economy, and we are fortunate to have Jim's leadership in growing this industry. I look forward to working with him to bring more visitors to our country."

"After considering dozens of candidates, Jim stood out to us as one of the most accomplished executives in the industry today, and he is the Board's unanimous choice to build America's first national program to attract international travel," said Diamond Resorts CEO Stephen J. Cloobeck, Chairman of the Board of Directors for the Corporation for Travel Promotion. "Jim's deep knowledge and decades of leadership in the travel industry are exactly what we need to build this organization."

Travel and tourism is one of the world's largest and fastest growing industries. Over the next 10 years, travel and tourism's total contribution to global GDP is forecast to rise to $9.2 trillion, bringing with it 65 million new jobs. By 2021, travel and tourism will be responsible for one in 10 jobs, according to the World Travel and Tourism Council.

Each overseas visitor to America spends an average of $4,000 per trip on hotels, restaurants, attractions, retail and other activities.

"Attracting more international travelers to the U.S. will benefit the industry and our country by creating jobs, growing exports and spurring economic growth," said Evans. "I am proud and excited to serve the travel industry - and our country - in carrying out this important mission."

The Travel Promotion Act, which created the Corporation for Travel Promotion, was signed into law in 2010 in order to help the U.S. capture a greater share of the global travel market. Once it is implemented, the entity will have a budget of up to $200 million, with half of the funding coming from the private sector and no cost to U.S. taxpayers. The program will be responsible for using advertising and other marketing tactics to help increase visitor spending in the U.S.

(Photo credit - photos.prnewswire.com)

Diamond Resorts International® is proud that its Chairman and Chief Executive Officer, Stephen J. Cloobeck, serves on the Corporation for Travel Promotion Board of Directors. The global hospitality and vacation ownership company veteran is helping to lead the efforts of the non-profit Corporation for Travel Promotion (CTP) to promote travel to the U.S.

In September, 2010, U.S. Commerce Secretary Gary Locke appointed 11 travel and tourism industry leaders to serve on the CTP Board of Directors. The CTP is a new non-profit corporation that will promote travel to the United States and communicate and improve the entry process so that visitors want to return.

"The mission of the CTP is to help enhance the competitiveness of an already robust industry, which supports more than 8 million American jobs and is a critical source of export strength," explained Locke. "Many other nations operate ministries of tourism that actively market their countries as tourist destinations around the world. CTP will help get America into the game and encourage people across the globe to travel to the U.S."

“Diamond Resorts International, with more than 160 branded and affiliated resorts in 26 countries, is extremely versed in bringing customers to market, and I am both honored and excited to be named to the CTP and to help bolster our government efforts to promote America as a travel destination,” said Cloobeck.

Cloobeck brings nearly three decades of resort development, building and construction, finance, sales and marketing, hospitality service and resort operations expertise to the CTP, and joins other travel and tourism industry leaders named to the CTP board of directors.

The Travel Promotion Act of 2009 created the CTP to develop and execute a plan to (a) provide useful information to those interested in traveling to the United States; (b) identify and address perceptions regarding U.S. entry policies; (c) maximize the economic and diplomatic benefits of travel to the United States through the use of various promotional tools; and (d) ensure that international travel benefits all states and the District of Columbia.

Diamond Resorts International, with global headquarters in Las Vegas, Nev., is one of the largest vacation ownership companies in the world with destinations throughout the continental United States and Hawaii, Canada, Mexico, the Caribbean, Europe, Asia, Australia and Africa. Annually, nearly 1.4 million owners, members and guests enjoy the simplicity, choice and comfort Diamond Resorts International.