Issue link: https://digital.copcomm.com/i/799467
20 B M & T ••• November/December 2016 ••• www.blackmeetingsandtourism.com JULIE COKER GRAHAM, PRESIDENT/CEO, PHILADELPHIA CVB B rand USA has been a valuable partner to our region, enabling us to extend our marketing efforts to promote Philadelphia globally. Through our alliance we have been able to bring top-selling travel agents to Philadelphia on the Brand USA MegaFAM, participated in close to 20 sales missions and tradeshows with part- ners like the Philadelphia Inte-rnational Airport, developed a mobile destina- tion app for Italy, and launched the Philadelphia Specialist Badge for Brazilian and Indian travel trade as part of Brand USA's Discovery Program, among other initiatives. This relationship, which began in 2012 shortly after the formation of Brand USA, has contributed to our growing international tourism numbers, particularly in our emerging markets of China, Australia and India, which saw the most year over year growth in 2015. Moving forward, we would love to see the expan- sion of Brand USA into new emerging markets to complement our work in those regions. Philadelphia is an attractive option for not just the international traveler but also for meeting and convention attendees focused on value for cost. With hotel offerings at every price point and an array of free, historic and one-of-a-kind experi- ences, Philadelphia is much more than America's birthplace. We're also an appealing city for trav- elers from many different cultural and ethnic backgrounds. In 1987 we became the first CVB with a division created to target niche market visitors with the forma- tion of the Multicultural Affairs Congress (now PHL Diversity). Today, through marketing pro- grams and events, PHL Diversity continues that work by raising awareness of tra on M clo an ne In de tio lau Sp Br tra Discovery ry r Program, amon ELLIOTT FERGUSON, PRESIDENT & CEO, DESTINATION DC B rand USA has been great for the U.S. and great for us as well, especially since they are based in DC. We have an excellent rela- tionship with the organization and work closely with them on global sales missions to attract visitors to the U.S. and DC specifically. Brand USA has the right people in place to remain impactful. It's a relatively new organiza- tion but continues to evolve to successfully market the U.S. Washington, DC has a ton of positive momentum. With $11.8 billion in develop- ment underway, there's always something new, from attractions to hotels and infrastructure. DC has so many free things to do, and the city just received a Michelin Guide to our restau- rants. It's never been a better time for business and leisure travelers to visit. Washington, DC is an incredibly diverse destination with a large African-American population. We take diversity into account in our advertising creative, as well as the publications and outlets in which people can find our ads. The new Smithsonian National Museum of African American History and Culture just opened in DC, which has been an incredible draw for all visitors, and there's nothing like it anywhere else. We reflect the culture and history of the city on our web- site, washington.org, and encourage people to take advantage of all the city has to offer when they're here. ANTHONY DIFILIPPO, PRESIDENT/CEO, VISIT NORFOLK B rand USA's initiatives have welcomed thousands to Norfolk. Germany and the UK have consistently been top producers for our area and our partnership with Brand USA has allowed us to broaden our reach to these markets. Our economy has received a boost because international visitors have spent money at our hotels, restaurants, stores and attractions and they account for a very large percentage of our cruise ship passengers . Brand USA's program is effec- tive and has provided its partners with many opportunities to i n c r e a s e t h e i r rem tio ma mo me fr fr f o DC jus ran an destination wi wi w th a large Af Af A r fr f ic int ho the ou ti p Philadelphia's wealth of business resources and attractions for African American and other diverse visitors and groups, all with the goal of positioning Philadelphia as a welcoming and inclusive destination.