Travel and Tourism Leader Christopher L. Thompson Named President and CEO of Brand USA

Brings nearly 30 years of tourism expertise and leadership to the organization

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. September 28, 2012

Washington, D.C. - September, 27, 2012 - The board of directors of Brand USA today announced the appointment of Christopher L. Thompson to president and CEO of the public private partnership responsible for spearheading the United States' first nationally coordinated tourism marketing effort.

Prior to Brand USA, Thompson led the state of Florida's destination marketing efforts as president and CEO of VISIT FLORIDA, one of the nation's most successful destination marketing organizations. He will succeed Caroline Beteta, who has been interim president of the organization since June 21, 2012, in addition to her role as president and CEO of Visit California and her role on the Brand USA board of directors.
Thompson is currently working with the board of directors of VISIT FLORIDA to ensure a smooth transition from his current role to Brand USA and will be announcing an official start date soon.

The news of Thompson's appointment comes at a pivotal time in Brand USA's growth. The organization enters fiscal year 2013 on October 1, 2012, with a great deal of momentum and on the heels of its successful inaugural campaign (in Canada, Japan, and the United Kingdom); the establishment of international representation in eight markets (the United Kingdom, Ireland, Germany, Austria, Switzerland, Japan, South Korea, and Brazil); the completion of its first sales mission (in India); and the launch of a Tourism Exchange Year with Japan. Operationally, Brand USA has strengthened its operational infrastructure and cost efficiencies, as well as elevated its responsiveness to industry and government stakeholders. In addition, over the past year, the organization has successfully established key partnerships with more than 260 travel brands and destinations representing a cross section of the industry. These partnerships are generating millions of dollars in contributions to support the nation's tourism marketing effort.

Thompson has nearly three decades of experience in the tourism industry. In his most recent role as president and CEO of VISIT FLORIDA, he led the organization's growth and success in a number of areas, including exponential year over year record growth, numerous operational and marketing awards, and extensive international tourism expertise.

“We are thrilled to welcome Chris as Brand USA's president & CEO,” said Caroline Beteta, chair of the Brand USA board of directors. “Chris is a proven leader with extensive strategic and operational experience who is widely respected throughout the travel industry and by elected and government officials. Moreover, he has extensive experience in generating nearly unprecedented growth in international travel to the United States and establishing mutually beneficial partnerships that have resulted in record growth. We are fortunate to have someone of his caliber at the helm of Brand USA,” Beteta added.

In his role as president & CEO of Brand USA, Thompson will be responsible for accelerating the organization's efforts on building and executing effective marketing strategies to increase inbound travel to the United States, resulting in increased U.S. exports and increased employment. These programs consist of marketing, public relations, and partnership programs critical to the overall marketing of the United States as the world's premier travel destination, as well as communications programs to provide travelers with vital information that inspires and makes it easier to explore the vast range of experiences and destinations available in the U.S.