Chris Thompson will retire this summer after 12 years as CEO of Brand USA, a public-private organization founded in 2010 to promote tourism to the United States. Under Mr. Thompson, international visitor numbers to the United States increased from 67 million in 2012 to 79 million in 2019. News Editor Joanna Jainchill spoke about his tenure and what’s next for him and the organization..
chris thompson
question: You said that after you retire, you want to pursue a “life beyond work.” What would that look like for you?
answer: Top of my list are my two granddaughters. I want to learn how to fly a plane, I want to travel, of course, and I realize that more or less every day is Saturday, and I want to see what the new version of Saturday is like. I love reading books, but I always get very tired at night if I read too hard. Therefore, there is nothing as big as learning how to fly a plane, and nothing as small as reading a book.
question: Inbound travel increased significantly between 2012 and the pandemic. How did Brand USA contribute to that?
answer: The United States has always been one of the most coveted destinations in the world. Once we had the opportunity to be inclusive of diversity in geography, experience, and the people delivering those experiences, we really gained momentum and enjoyed a great run. When they founded us, there was work at government level on our first National Travel and Tourism Strategy. There was a visit goal we were all chasing. For the first time, the private and public sectors worked together and we were the glue that facilitated and facilitated it.
The fear was that it would benefit only the most resource-rich and most sophisticated destinations. In fact, our biggest value proposition is the one we deliver to the people on the other side of the gateway. I think our biggest contribution has been to focus on the overall diversity that America has to offer. What I am most proud of is our relationship with the federal government. When I came here, the situation for the first crew leading the organization was not very favorable. I can’t imagine our relationship being any better than it is now.
question: Of the three administrations you worked in, which one was the most cooperative?
answer: When I went to see President Obama in 2014, he said, “I just want to say what a great job you guys are doing. What you guys have done and the partnerships we have built to help unify the travel and tourism industry have been exemplary.” “I said, “Mr. President, without your support in signing our establishment two years ago, that would never have happened.” He probably got the most recognition during the Obama administration because he led it. Travel and tourism is a big part of economic exports, but so much happens in a four-year period of any administration that it mostly goes unnoticed. .
The most significant and significant support we have received so far has been at the parliamentary level. And that’s the most important thing. That’s because, ultimately, the president proposes a budget, but Congress must pass it. We have been reauthorized twice by Congress.Due to the spread of the new coronavirus, borders are closed and funding sources are in jeopardy. [inbound, international travel fees]. “Tell us what we need to do to get back to the fun we had before the pandemic,” Congress said. We made an extraordinary request and received an extraordinary response. Congress gave us her $250 million. In my opinion, there has never been a greater appreciation for what travel and tourism has to offer in the entire federal government.
question: What advice would you give to your successor, NYC Tourism + Conventions CEO Fred Dixon?
answer: What I’m saying is, keep finding ways to remind people why they love America. Brand USA is in great shape and has the largest resource ever on the market. I’m going to put it in a box tied with a ribbon and give it to Fred and say, “Take care of the baby.” And I believe he will do a great job.
