Storytelling is the best strategy to attract maximum visitors, say tourism experts

Published on : Saturday, March 9, 2019

When you travel, wherever it might be, you generally find yourself questioning a local for useful information as where you can find a great burger or where to go on an adventurous hike.


It’s that organic experience that motivates Chris Thompson, Brand USA President and CEO, particularly in his plan to attract world travels to the USA and Michigan.


Formed nine years back as part of the Travel Promotion Act of 2009, a law creating the Corporation for Travel Promotion, Brand USA is a public-private company entrusted to promote tourism in the United States. It works together with the travel industry to “maximize the economic and social benefits of travel,” Thompson explained.


Those taking part this week in the annual Pure Michigan Governor’s Conference on Tourism at Grand Traverse Resort in Traverse City will hear more about Brand USA’s storytelling approach when Thompson delivers his keynote at today.


David Lorenz, vice president of Travel Michigan, will also deliver speach at the event.
Overall, the inbound visitation numbers of Michigan “reflect the positive trends of U.S. data overall, with a 5.2% increase in international travelers from 2016 to 2017 and 5.6 million out-of-state visitors,” Thompson said.


“I don’t think a lot people look at travel and tourism as an export, but that is actually what it is,” Thompson mentioned in a phone interview with MLive prior to the conference.


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