Interview: Brand USA CEO Counts on Congress to Reverse Trump's Plan to Kill It
Skift Take
Brand USA has reported positive returns on investment and built the U.S.’ national tourism marketing operations from the ground up over the past six years. But now one of its most important tasks is ensuring the President -- and his Twitter handle -- don’t derail its momentum.
Just as Brand USA officials were getting familiar with the Trump administration and its new Commerce secretary, Wilbur Ross, the hammer dropped without notice.
Six years into its existence, Brand USA -- the national destination marketing arm of the United States -- became latest travel-related target in the White House's line of fire after President Donald Trump's proposed fiscal 2018 budget last month called for its elimination.
One immediate challenge: getting on the Trump administration's good side.
Earlier this week, Skift sat down with Brand USA CEO Christopher Thompson at the U.S. Travel Association's IPW Conference in Washington, D.C. to talk about the organization's first six years of operations and the challenges and opportunities on the horizon.
Speaking at IPW on Monday, U.S. Secretary of Commerce Wilbur Ross tried to convey the message that the Trump administration wants to support the U.S. travel industry despite conflicting and controversial rhetoric about travel and laptop bans, as well as building a border wall along the U.S.-Mexico border consuming much of the president's first five months in office.
Brand USA is just getting to know Ross, Thompson said, adding that his message seems sincere.
"Don't think that his (Ross') remarks weren't vetted through the White House," Thompson said. "What I've also been told by people that have had some interaction with him is he doesn't say things unless he believes in them. You think that he said all the things that you would want him to say, and that we really have been wanting someone in the administration to say, and he's the appropriate person."
Ross told more than 6,400 travel industry attendees that the Trump administration is prioritizing travel and tourism, and he offered a supportive message — although there is ample reason to be skeptical given the White House's actions to date.
While Ross spoke, the specter of Brand USA's proposed elimination hung over the audience. The smart money s
