Event Program Tuesday, April 20 Day 1: Market Overview Day

EVENT PROGRAM TUESDAY, APRIL 20 DAY 1: MARKET OVERVIEW DAY

11:00 AM - 11:05 AM EDT BRAND USA WELCOME 4:00 PM - 4:05 PM BST CHRIS THOMPSON, PRESIDENT & CEO, BRAND USA

11:05 AM - 11:15 AM EDT U.K. & IRISH ECONOMIC OUTLOOK 4:05 PM - 4:15 PM BST DAVID GOODGER, MANAGING DIRECTOR, EUROPE AND MIDDLE EAST AT TOURISM ECONOMICS

11:15 AM - 11:40 AM EDT HOW ARE MEDIA PREPARING FOR THE RETURN OF U.S. TRAVEL? 4:15 PM - 4:40 PM BST MODERATOR: LIZ HARRIS, DEPUTY GROUP MANAGING EDITOR, NEWS UK MARIA PIERI, EDITORIAL DIRECTOR, NATIONAL GEOGRAPHIC NICOLA BRADY, FREELANCE JOURNALIST, IRISH INDEPENDENT KATIE MCGONAGLE, FEATURES & SUPPLEMENTS EDITOR, TRAVEL WEEKLY

11:40 AM - 12:10 PM EDT THE RESILIENCE AND FUTURE OF THE U.K. AND IRISH TRAVELER 4:40 PM - 5:10 PM BST MODERATOR: AMANDA HILLS, PRESIDENT, MMGY HILLS BALFOUR ADAM ARMSTRONG, GLOBAL CEO, CONTIKI CLAIRE BENTLEY, MANAGING DIRECTOR, BRITISH AIRWAYS HOLIDAYS LISA MCAULEY, MANAGING DIRECTOR, DNATA B2B

12:10 PM - 12:15 PM EDT BREAK 5:10 PM - 5:15 PM BST

12:15 PM - 12:25 PM EDT AN UPDATE FROM THE NATIONAL TRAVEL & TOURISM OFFICE 5:15 PM - 5:25 PM BST JULIE HEIZER, DEPUTY DIRECTOR, NATIONAL TRAVEL AND TOURISM OFFICE, DEPARTMENT OF COMMERCE

12:25 PM - 12:55 PM EDT THE FUTURE OF TRANSATLANTIC AVIATION 5:25 PM - 5:55 PM BST MODERATOR: NIGEL MAYES, SVP CONSULTING & PRODUCT DEVELOPMENT, ASM BOB SCHUMACHER, DIRECTOR SALES, UNITED KINGDOM, IRELAND, ISRAEL, SOUTH AFRICA AND OFF-LINE MARKETS, UNITED AIRLINES BILL BYRNE, DIRECTOR OF GLOBAL SALES, AER LINGUS RIKKE CHRISTENSEN, VICE PRESIDENT OF NETWORKS, ALLIANCES AND COMMERCIAL PLANNING, VIRGIN ATLANTIC

12:55 PM - 1:00 PM EDT BREAK 5:55 PM - 6:00 PM BST

CONTINUED >

2 TUESDAY, APRIL 20 DAY 1: MARKET OVERVIEW DAY

1:00 PM - 1:25 PM EDT PROMOTING THE U.S. TO U.K. & IRISH TRAVELERS 6:00 PM - 6:25 PM BST MODERATOR: CLAIRE IRVIN, HEAD OF TRAVEL, THE TELEGRAPH DEE BURDOCK, PRODUCT MANAGER, AMERICAN HOLIDAYS CAROLYN STEAD, CONTINENTAL DESTINATION MANAGER - NORTH AMERICA, TRAILFINDERS PHIL NEWCOMBE, MANAGING DIRECTOR, BON VOYAGE

1:25 PM - 1:40 PM EDT THE FUTURE OF STREAMING TV: A CONVERSATION WITH 6:25 PM - 6:40 PM BST SAMSUNG TV PLUS TOM GARZILLI, CHIEF MARKETING OFFICER, BRAND USA OLLIE DAVIES, EUROPEAN PRODUCT LEAD FOR TV PLUS, SAMSUNG ELECTRONICS MARK LAPIDUS, SENIOR DIRECTOR, PRODUCT & TECHNOLOGY, BRAND USA

1:40 PM - 2:10 PM EDT NETWORKING AND Q&A WITH TODAY’S SPEAKERS 6:40 PM - 7:10 PM BST

2:10 PM - 2:25 PM EDT BRAND USA MARKET OPPORTUNITIES 7:10 PM - 7:25 PM BST AMANDA DAVIS, MANAGER, GLOBAL MARKETS, BRAND USA CASSADY BAILEY, SENIOR DIRECTOR, PARTNER ENGAGEMENT & PLANNING, BRAND USA

3 WEDNESDAY, APRIL 21 DAY 2: USA TRAINING DAY

9:00 AM - 9:05 AM EDT BRAND USA WELCOME 2:00 PM - 2:05 PM BST TOM GARZILLI, CHIEF MARKETING OFFICER, BRAND USA

9:05 AM - 9:20 AM EDT BRAND USA RESOURCES 2:05 PM - 2:20 PM BST AMANDA DAVIS, MANAGER, GLOBAL MARKETS, BRAND USA

9:20 AM - 9:45 AM EDT EXPLORING CITY EXPERIENCES ACROSS THE USA 2:20 PM - 2:45 PM BST MODERATOR: FRED DIXON, PRESIDENT & CEO, NYC & COMPANY BILL TALBERT, PRESIDENT & CEO, GREATER MIAMI CONVENTION & VISITORS BUREAU TOM NORWALK, PRESIDENT & CEO, VISIT SEATTLE JULIE COKER, PRESIDENT & CEO, SAN DIEGO TOURISM AUTHORITY

9:45 AM - 9:50 AM EDT BREAK 2:45 PM - 2:50 PM BST

9:50 AM - 10:15 AM EDT EXPLORING THE GREAT OUTDOORS IN THE USA 2:50 PM - 3:15 PM BST MODERATOR: CAROLINE BETETA, PRESIDENT & CEO, VISIT CALIFORNIA TODD DAVIDSON, CHIEF EXECUTIVE OFFICER, TRAVEL OREGON BRAD SMYTH, DIRECTOR, TRAVEL TEXAS KEIKO MATSUDO ORRALL, EXECUTIVE DIRECTOR, MASSACHUSETTS OFFICE OF TRAVEL & TOURISM

10:15 AM - 11:35 AM EDT NETWORKING WITH U.S. PARTNERS 3:15 PM - 4:35 PM BST MODERATORS: JACKIE ENNIS, VICE PRESIDENT, GLOBAL MARKETS, BRAND USA SUZY SHEPARD, SENIOR MANAGER, GLOBAL MARKETS, BRAND USA AVA MEHTA, TRADE DIRECTOR, REPRESENTING BRAND USA IN THE U.K. & IRELAND GEORGIE NICHOLL, TRADE MANAGER, REPRESENTING BRAND USA IN THE U.K. & IRELAND

11:35 AM - 11:50 AM EDT MEGA USA QUIZ 4:35 PM - 4:50 PM BST AVA MEHTA, TRADE DIRECTOR, REPRESENTING BRAND USA IN THE U.K. & IRELAND

4 WEDNESDAY, APRIL 21 DAY 2: USA TRAINING DAY

NETWORKING WITH U.S. PARTNERS

THE NETWORKING SESSIONS WILL BE SPLIT INTO FOUR GEOGRAPHICALLY THEMED ROOMS AROUND THE SEVEN REGIONS OF THE USA:

NORTHEAST AND SOUTHEAST AND MIDWEST AND WEST AND NON-DMO PARTNERS THE TERRITORIES SOUTHWEST PACIFIC RECEPTIVE TOUR OPERATORS, NATIONAL SECTOR, SPONSORS, AND FEDERAL PARTNERS

AGENTS WILL SPEND 20 MINUTES IN EACH ROOM FOR A BRIEF BRAND USA OVERVIEW AND AN UPDATE FROM A KEY AIRLINE PARTNER. THIS WILL BE FOLLOWED BY A MODERATED Q & A SESSION DURING WHICH AGENTS CAN ASK U.S. PARTNERS QUESTIONS ABOUT THE LATEST UPDATES IN THEIR DESTINATIONS. PARTICIPANTS CAN MOVE BETWEEN THE ROOMS THROUGHOUT THE REMAINDER OF THE NETWORKING SESSIONS.

5 SPEAKER BIOS LISTED IN ORDER OF APPEARANCE

CHRIS THOMPSON PRESIDENT & CEO, BRAND USA

Chris is president and CEO of Brand USA, the USA’s public-private partnership dedicated to increasing international visitation to the United States through marketing and promotional efforts. Chris is responsible for accelerating the organization’s efforts to build and execute effective marketing strategies to increase U.S. travel exports, create jobs, strengthen the economy, and help enhance the image of the United States internationally. Under Chris’ leadership, Brand USA has nearly tripled its partnership network and more than doubled its partner contributions and program offerings.

Chris has more than 30 years of experience in the travel and tourism industry. Before joining Brand USA, Chris was president and CEO of Visit Florida. Under his leadership, Florida realized record growth in international visitation. Throughout his career, Chris has been honored with a number of industry awards and recognized for numerous accomplishments. He was the first recipient of Skål International’s USA National Tourism Leadership Award in 2018 in recognition of his “very meaningful contribution to the growth and success of tourism in the United States,” and in 2015, Chris received the National Tour Association’s Pioneer Award for his accomplishments in producing significant changes in the travel industry.

6 DAVID GOODGER MANAGING DIRECTOR, EUROPE AND MIDDLE EAST AT TOURISM ECONOMICS

David leads Oxford Economics’ Tourism Economics division in Europe, the Middle East and Africa. His work includes the production of global forecasts for tourism activity worldwide. His team provides forecasts and alternative scenario analysis to a wide range of destinations and the world’s largest private sector travel organizations. This includes the global tourism database of tourism flows and spending by country as well as the global city travel database of 309 cities. David regularly presents the economic and tourism outlook to client groups and conferences, including a recent focus on alternative forecasts of recovery from the coronavirus pandemic and policy recommendations. Other recent custom analysis has focused on the importance of online interactions to gain market share on behalf of a range of well- known online travel businesses.

MODERATOR: LIZ HARRIS DEPUTY GROUP MANAGING EDITOR, NEWS UK

Liz is deputy group managing editor for The Times and The Sunday Times. She has been part of the managing editor’s team since 2013, and has been at the forefront of driving newsroom innovation across both news brands. She has been pivotal in ensuring that the newsrooms are digital-first, driving a newsroom strategy to support subscriptions growth across the brands. Liz joined News UK from Sky in 2012, initially as Head of HR for The Times and The Sunday Times.

7 MARIA PIERI EDITORIAL DIRECTOR, NATIONAL GEOGRAPHIC

Maria is the editorial director of the award-winning National Geographic Traveller U.K. and National Geographic Traveller Food titles. Maria is currently driving the education strand for the British Society of Magazine Editors as their 2021 head of education and was BSME chair in 2020.

NICOLA BRADY FREELANCE JOURNALIST, IRISH INDEPENDENT

Nicola is a freelance travel writer based in Dublin. Originally from the U.K., she’s been based in Ireland for the past 14 years, living on the west coast for the best part of a decade before moving to the city. She spent some years working in the tourism industry in Ireland before launching a career as a travel writer 10 years ago. She’s a regular travel writer for the Irish Independent, as well as Condé Nast Trav- eler, The Independent, Evening Standard and more.

8 KATIE MCGONAGLE FEATURES & SUPPLEMENTS EDITOR, TRAVEL WEEKLY

Katie is features and supplements editor at Travel Weekly, where she has worked for the past 10 years overseeing the magazine’s destination features, specialist supplements, sponsored content and, more recently, webinars and other partnerships. She also manages the company’s luxury title, Aspire, while its editor is on maternity leave. Travel Weekly is the market-leading title for the U.K. travel trade and the No. 1 source of news for the industry across a weekly print title, a website that has seen traffic double within two years, twice-daily newsletters and its sizable social media following.

MODERATOR: AMANDA HILLS PRESIDENT, MMGY HILLS BALFOUR

Amanda is one of the most well-known and respected people in the global travel industry, with more than 30 years’ experience in the business. Having grown up in Bermuda and Saudi Arabia, travel is clearly in Amanda’s DNA, so it was only natural that she went on to study business and travel and tourism. Throughout her career, Amanda has specialized in product and marketing with the U.K.’s leading tour operators; she was a founding member of Sunworld Holidays before leaving to head up the global marketing efforts at Eurotunnel. Amanda founded Hills Balfour in 1998 with the ambition to create the most innovative and creative travel, tourism and lifestyle communications agency specializing in public relations, digital, representation, crisis management, sales, trade and consumer marketing, branding and MICE (meetings, incentives, conferences and exhibitions). Amanda has helped some of the world’s most iconic destination brands maximize the economic and social benefits of travel.

9 ADAM ARMSTRONG GLOBAL CEO, CONTIKI

Based in Geneva, Switzerland, Adam is responsible for guiding the youth travel brand toward growth and continued innovation in the Gen Z and Millennial holiday market. Originally from England, Adam has worked in the travel industry for two decades. Having started his career at TUI Travel and the Carnival Corporation in the U.K., Adam’s most recent role was senior vice president and managing director of Silversea Cruises in Asia-Pacific. Prior to that, he was at the helm of Royal Caribbean Cruises as associate vice president and managing director, Australia & New Zealand.

CLAIRE BENTLEY MANAGING DIRECTOR, BRITISH AIRWAYS HOLIDAYS

Claire has worked in travel for over 30 years. Her career started in front-line customer service, subsequently moving into a number of marketing and commercial roles in both the inbound and outbound sectors. Becoming managing director of British Airways Holidays in 2001, the airline tour operator for both British Airways and Iberia, Claire has led the business through significant change, implementing a new strategy and technology platform that has seen the business grow 15-fold, reaching revenue of over £900m GBP in 2019. Now one of the U.K.’s leading tour operators, British Airways Holidays has also been cited by consumers and the media as providing a strong customer service response during the COVID-19 pandemic, and is well established for travel recovery.

10 LISA MCAULEY MANAGING DIRECTOR, DNATA B2B

Lisa joined dnata Travel Europe as managing director B2B Tour Operations in January 2018 and is responsible for the much-loved and respected U.K. travel brands Gold Medal, Pure Luxury, Incredible Journeys and Cruise Plus. Prior to this, Lisa held the position of managing director U.K. and Ireland for three years at luxury cruise line Silversea, where she oversaw the launch to the U.K. market of the line’s latest addition to their fleet, flagship Silver Muse. During her time at Silversea, she was also a member of the executive board for Cruise Lines International Association U.K. & Ireland. Lisa has spent her entire 30-year career in the travel industry, working in retail and tour operations in both mass market and niche segments, including ski, touring and hotels.

11 JULIE HEIZER DEPUTY DIRECTOR NATIONAL TRAVEL AND TOURISM OFFICE U.S. DEPARTMENT OF COMMERCE

Julie rejoined the U.S. Department of Commerce in September 2003 as deputy director, Industry Relations, for the National Travel and Tourism Office, formerly known as the Office of Travel and Tourism Industries. She is responsible for industry outreach, partnerships and strategic alliances. Julie serves as the department’s liaison to Brand USA and manages all federal components of the Travel Promotion Act, including oversight of Brand USA’s $100 million matching funds submissions and their and the government’s compliance with the Travel Promotion Act.

From 1997 until 2003, she was director, and then vice president, of Tourism for Destination DC (formerly the Washington, DC Convention and Tourism Corporation). She was responsible for domestic and international tourism development and sales programs, as well as for the organization’s consumer inquiry and fulfillment programs.

Prior to her work for Destination DC, Julie was assistant director of development for the Maryland Office of Tourism Development. She was responsible for the development and management of Maryland tourism product, as well as support programs that included the state’s welcome centers, research, publications and website.

Julie spent four years as the manager of Private Sector Marketing for the United States Travel and Tourism Administration, a former agency of the U.S. Department of Commerce, and predecessor to NTTO. USTTA’s mission was to promote international tourism to the United States. Julie’s responsibilities included industry outreach, partnerships and strategic alliances, managing new programs and products developed as a result of those partnerships, and liaising with national travel industry associations and organizations to keep them involved and informed about the importance of tourism to the economy of the United States.

She served as executive director of the Virginia Peninsula Tourism and Conference Bureau and was the first executive director of Maryland’s Montgomery County Convention and Visitors Bureau, both multifaceted destination marketing organizations. Her career in the travel industry began 40-plus years ago at the U.S. Travel Association, where she worked in the marketing, membership and national councils’ departments. Julie recently realized she’s actually been in the travel and tourism industry since middle school, when she helped her history teacher organize and execute school trips to Hersheypark, Williamsburg and New York City – which underscores how deeply ingrained travel is in her DNA.

12 MODERATOR: NIGEL MAYES SENIOR VICE PRESIDENT CONSULTING & PRODUCT DEVELOPMENT, ASM

Nigel has over 20 years of industry experience, starting his career as a key part of the route development team at Birmingham Airport before joining ASM in 2001. Nigel has led consulting projects across the globe developing numerous new air services for client airports and governments, as well as advising on airport transaction projects. Nigel’s knowledge covers route economics, traffic forecasting, route incentives, aviation policy and cargo business development. Nigel also spent four years as managing director of the Routes business building a market-leading brand serving the global aviation industry.

BOB SCHUMACHER DIRECTOR, UNITED KINGDOM, IRELAND, ISRAEL, SOUTH AFRICA AND OFF-LINE MARKETS, UNITED AIRLINES

Since 2011, Bob has been responsible for United’s B2B marketing activities in Europe, as well as trade contact centers. Previously, he was senior director U.K. & Ireland for Continental Airlines, a position he held from 2004. Bob joined Continental in 1994 as airport business manager at Gatwick and became cargo director Sales & Service for Europe, the Middle East and Africa in 1997 before being appointed director of Passenger Sales U.K. & Ireland in 2000.

Prior to joining Continental, he worked for U.K. charter airline Air 2000, (now renamed and part of the TUI Group), and before that for British Midland at the then-newly opened London City Airport. He is also chairman of the Board of Airline Representatives, BAR-UK.

13 BILL BYRNE DIRECTOR OF GLOBAL SALES, AER LINGUS

Bill leads the team responsible for sales partnerships with travel management companies, leisure travel agencies, online travel agencies, group operators and corporations from Ireland, the U.K., Europe, and North America. He works from both New York and Dublin and is a native of Chicago.

A 35-year veteran of the travel industry, Bill previously worked at Hertz, where he looked after NA Inbound Sales from Asia, Europe, and Latin America. Prior to his role with Hertz, he enjoyed a 30- year career with United Airlines. His most recent position was the managing director of Specialty Sales for United.

RIKKE CHRISTENSEN VICE PRESIDENT OF NETWORKS, ALLIANCES AND COMMERCIAL PLANNING, VIRGIN ATLANTIC

Rikke is Virgin Atlantic’s vice president of Networks, Alliances and Commercial Planning. Rikke has been with Virgin Atlantic since September 2019 and leads network strategy and route planning. Rikke has more than 15 years of network planning expertise across four different airlines – including experience in low-cost, regional and full-network carriers. Rikke is also chair of International Air Transport Association Slot Policy Working Group and member of Worldwide Slot Board, an industry-wide body that discusses and debates future slot rules, policy changes and developments in aviation. Rikke is originally from Denmark and loves sports, good food and travel.

14 MODERATOR: CLAIRE IRVIN HEAD OF TRAVEL, THE TELEGRAPH

Claire is head of Travel at the Telegraph, where she leads a team of travel journalists focused on engaging, informing and inspiring subscribers and readers with quality travel journalism based on trust, expertise and inspiration. Telegraph Travel’s award-winning travel content is available in print, online, social media, video and podcasts and speaks to the breadth of the Daily Telegraph’s discerning audience. Claire, who has been described by rival the Times as one of the 50 most influential women in the U.K., has spent her career driving editorial innovation as editor of some of the U.K.’s best-loved magazines, including SHE, Company, ELLEgirl and Sugar and editor-at-large of Grazia – roles that gave her ample chance to indulge her passion for travel and speak to a wide demographic of readers. She was previously editorial content director at The River Group, where she was responsible for the creative development of branded content for clients, including cruise operators, airlines and tourist boards. She lives in rural Cambridgeshire with husband Stuart, Amelie, 12, Charley, 9, ponies, four goats and a long-suffering cat.

15 DEE BURDOCK PRODUCT MANAGER, AMERICAN HOLIDAYS

American Holidays has been established in the Irish market for over 35 years, operating in Dublin and Belfast and selling to the trade and direct consumers. It is part of Travelopia, a company with over 50 Specialist Travel brands in its portfolio. The company’s passion and expertise is selling tailor-made holidays to the USA. Dee has worked at American Holidays for a number of years and moved into the product manager’s role in 2005. She is proud to be one of the team selling a destination that is vast and diverse, has best-in-class experiences that she has personally enjoyed over the years and will always stay with her. Dee’s bucket list yet to enjoy in the USA would be Yellowstone National Park, more of the Rocky Mountain region and Alaska.

16 CAROLYN STEAD, CONTINENTAL DESTINATION MANAGER - NORTH AMERICA, TRAILFINDERS

Trailfinders was founded in 1970 and has grown from a staff of four to 1,000. Still privately owned today, the company now has 39 travel centers across the U.K. and Ireland and has confirmed tailor-made travel arrangements for over 16 million clients. As pioneers of tailor-made travel, they believe there is no substitute for one-on-one, bespoke service with travel centers and phone lines staffed by some of the most experienced travel consultants in the industry. The USA is the company’s No. 1 destination. They offer a multitude of holiday styles and experiences across the nation.

Carolyn will celebrate her 14th year with Trailfinders this May, working in the Product Department for the majority of that time and heading up the North America Product team for the last five years. Having been fortunate enough to visit the USA on many professional and personal trips in the last 10 years, she counts some of her favorite spots as California for its sunshine, cool cities and beach vibe; Utah for its incredible national parks; and Washington, D.C., for a fascinating city break.

17 PHIL NEWCOMBE MANAGING DIRECTOR, BON VOYAGE

Bon Voyage has been a leading North America specialist in the U.K. since 1979. Their focus is on providing high-quality travel experiences tailored to customers’ requirements. The team of specialists has clocked many miles across the Atlantic. Their knowledge, coupled with extraordinary service, is stellar. For the second year, they earned the coveted Feefo Platinum Trusted Service Award.

Phil has worked in senior leadership roles in various leading travel brands across multiple sectors for 35 years; he has extensive experience in motorcoach, group, short-break, short haul, long haul, river cruise and business travel and, for the last 12 years at Bon Voyage, bespoke North America holidays.

18 TOM GARZILLI CHIEF MARKETING OFFICER, BRAND USA

Tom is the chief marketing officer for Brand USA, the nation’s destination marketing organization. In this role, Tom is responsible for leading the development of Brand USA’s strategic marketing plan and all efforts to ensure Brand USA achieves year-over-year revenue, visitation and economic impact targets.

Brand USA has raised more than $750 million in contributions from over 500 partners and has developed many successful and award-winning marketing programs, most notably through the introduction of Brand USA’s Many Voices/Multi-Screen Strategy, along with innovative travel trade initiatives. These initiatives include the creation and distribution of three giant-screen documentary films (“National Parks Adventure,” “America’s Musical Journey” and “Into America’s Wild”); the launch of GoUSA TV, the first of its kind streaming channel; and “Brand USA Travel Week,” a unique travel trade buyer/seller experience.

Tom’s experience in the travel industry spans five decades. Before joining Brand USA in 2013, he was managing partner of Custom Marketing Group, an award-winning destination marketing and custom publishing company he co-founded in 1992. Prior to CMG, Tom spent 15 years in his family’s wholesale travel business.

Tom earned his BBA in marketing from Pace University, Lubin School of Business, and he and his wife, Natalie, have three children.

19 OLLIE DAVIES EUROPEAN PRODUCT LEAD FOR TV PLUS, SAMSUNG ELECTRONICS

Ollie began his digital media career in 2002 when he joined the BBC as project manager in the Radio & Music Interactive division. Four years later, he joined super-indie production company Fremantle Media, where he headed up digital production for all TV properties within the U.K., with a focus on developing fan interaction for “The X Factor,” “Britain’s Got Talent” and “The Apprentice” across web, mobile and social. In 2011, he joined BBC Studios-owned broadcaster UKTV, where he was director of digital product responsible for the development of their VoD product UKTV Play. He is currently the European product lead for TV Plus, Samsung’s proprietary AVoD product available on their smart TVs, mobiles and tablet devices.

20 MARK LAPIDUS SENIOR DIRECTOR, PRODUCT & TECHNOLOGY, BRAND USA

Mark is senior director, product and technology for Brand USA, the nation’s public-private partnership dedicated to increasing international visitation to the United States through marketing and promotional efforts.

Mark joined Brand USA in June 2014 and is responsible for leading the global digital effort for GoUSA TV and all Brand USA websites.

Prior to Brand USA, Mark was vice president of Digital Media at NBC Sports, Mid-Atlantic. His previous experience includes director of digital media and marketing director at Clear Channel Worldwide, managing his own media consulting practice and corporate vice president of marketing at Liberty Broadcasting. Highlights include being the last program director for the world-famous Wolfman Jack. In 1994, Mark launched several of the first radio station websites in the world. Since then, he’s directed the creation and execution of over 100 websites, dozens of social media outlets and one of the first over-the-top television networks based on travel entertainment. He became an early Facebook proponent, creating an organic community fan base reaching hundreds of thousands of people daily. Mark has won numerous awards in his career and earned his bachelor of science degree in communications from Ohio University.

21 AMANDA DAVIS MANAGER, GLOBAL MARKETS, BRAND USA

Amanda is manager of global markets (U.K. and Europe) for Brand USA, the public-private partnership responsible for launching the United States’ first nationally coordinated tourism marketing effort. Amanda was coordinator then senior coordinator for the Global Trade team since joining Brand USA in June 2016. During her association, she has been instrumental in supporting the USA Discovery Program, Brand USA’s online-training program for international travel agents. She has also worked extensively with Brand USA MegaFams, which are large-scale familiarization tours, and trade shows.

CASSADY BAILEY SENIOR DIRECTOR, PARTNER ENGAGEMENT & PLANNING, BRAND USA

Cassady Bailey is senior director, partner marketing and planning for Brand USA, the public-private partnership responsible for launching the United States’ first nationally coordinated tourism marketing effort. Cassady heads up interactions with Brand USA’s expanding network of nearly 500 partners. Her department assists partners with cooperative marketing opportunities and manages efforts to attain targeted levels of partner contributions and renewals. These continued efforts have great success as Cassady and her team have a 94 percent partner retention rate.

Cassady joined Brand USA in October 2012 as a business development assistant and subsequently moved into the roles of partner service representative and partner services manager. Previously, Cassady interned at the U.S. Travel Association, where she assisted with conference planning.

22 MODERATOR: FRED DIXON PRESIDENT & CEO, NYC & COMPANY

Fred is president and CEO of NYC & Company, New York City’s official destination marketing organization. With more than 30 years of experience in the travel industry, he is responsible for developing and implementing New York City’s tourism and convention development strategy internationally and in domestic leisure and business markets. At NYC & Company, he has built a sales and marketing team that is at the core of the organization’s strategy to increase visitation and economic impact across the city.

He oversees 17 global offices comprising sales, marketing and press professionals in diverse feeder markets from Australia to the U.K., China to Mexico and India to Brazil.

Fred is a respected leader with positions on travel industry association boards and committees, including the U.S. Department of Commerce’s Travel and Tourism Advisory Board, the U.S. Travel Association Executive Committee and Board, the New York Convention Center Operating Corporation Board, Tourism Cares Board, the U.S. Travel IPW Planning Committee, and serves as co-chair for the U.S. Travel Association’s Meetings Mean Business Coalition.

23 BILL TALBERT PRESIDENT & CEO, GREATER MIAMI CONVENTION & VISITORS BUREAU

For more than three decades, Bill has distinguished himself as a highly respected visitor industry and community leader, serving as president and CEO of the Greater Miami Convention & Visitors Bureau. Among his major accomplishments, he assisted with the passage of the U.S. Travel Promotion Act and the Miami-Dade Food & Beverage Tax, helping spearhead destination marketing efforts globally.

To ensure the future success of Miami’s meetings industry, he championed efforts to secure a $620 million renovation of the Miami Beach Convention Center and subsequent voter approval to establish a headquarter hotel at the MBCC. He also led efforts to win and host five Super Bowls, including the NFL’s Super Bowl LIV Centennial Celebration in 2020.

His leadership is sought after by many organizations. Throughout the COVID-19 pandemic and subsequent industry response, he has served on a number of national and municipal boards working to ensure the destination’s health and economic recovery. He is also a board member of multiple Miami-based business and nonprofit organizations.

24 TOM NORWALK PRESIDENT & CEO, VISIT SEATTLE

Tom is president & CEO of Visit Seattle, the private, nonprofit marketing organization that promotes Seattle and King County as a destination for international and domestic leisure travel, meetings and conventions. He leads a team of 30 employees in the organization’s main Seattle office and a satellite sales office in Washington, D.C.

A hospitality veteran, Tom brings extensive hotel and travel experience to Visit Seattle working with international brands such as Westin and Four Seasons in Seattle, San Francisco and Vancouver BC, and local industry organizations such as Seattle Hospitality Group, LLC. He currently serves on the board of directors of the U.S. Travel Association, The Washington State Destination Marketing Organization, Seattle Metropolitan Chamber of Commerce and the Washington State University Hospitality Business Management Advisory Board.

A Seattle native, Tom earned a bachelor’s degree in communications from Washington State University and was recently inducted into the WSU School of Hospitality and Business Management Hall of Fame and the Murrow College Hall of Achievement, which recognizes outstanding achievements of select graduates. He and his wife, Linda, have three adult children, three grandchildren and reside in Bothell, Washington.

25 JULIE COKER PRESIDENT & CEO, SAN DIEGO TOURISM AUTHORITY

Julie is the president and CEO of the San Diego Tourism Authority, where she oversees the organization’s efforts to promote and sell San Diego as a top destination for meetings, conventions, overseas travelers, and leisure visitors. The SDTA’s mission is to drive visitation to economically benefit the region.

Previously, Julie served as the president and CEO of the Philadelphia Convention and Visitors Bureau, where she oversaw the 2017 NFL Draft and the 2016 Democratic National Convention, which had a combined economic impact of $325 million for Philadelphia. Prior to that, she was PHLCVB’s executive vice president, Convention Division, and managed a staff of 25 sales and services professionals responsible for selling the expanded Pennsylvania Convention Center and hotel packages to customers across the country. Prior to joining the PHLCVB, she was the general manager for the Hyatt Regency Philadelphia at Penn’s Landing, where she oversaw all operational aspects of the 350-room hotel. A 21-year Hyatt veteran, she began her career in 1989 as a corporate management trainee at Hyatt Regency Columbus. Throughout her more than two decades with Hyatt, she rose through the ranks in a variety of positions, including assistant front office manager, front office manager, hotel assistant manager, assistant executive housekeeper and general manager.

Julie serves on several boards, including the California Travel Association, Visit California, The San Diego Regional Chamber of Commerce, The San Diego Regional Economic Development Corporation and the Downtown San Diego Partnership. She is an Executive Committee member of the U.S. Travel Association and Destinations International. From January 2018 to 2020, she served as co-chair for U.S. Travel’s Meetings Mean Business Coalition and secretary-treasurer for International Association of Exhibitions and Events Executive Committee. From 2016 to 2019, she co-chaired the Shared Spaces Initiative to combat homelessness with Philadelphia’s mayor and, in 2016, she served as the chair of Mayor Jim Kenney’s transition team for the Democratic National Convention.

Additionally, Julie is a member of the Philadelphia Chapter of The Links, Incorporated. In both 2012 and 2019, the Philadelphia Business Journal named her among their Women of Distinction honorees. She was the 2017 United Negro College Fund Mayor’s Ball Honoree for Civic Leadership and was named one of the Network Journal’s 25 Most Influential Black Women in Business. She also received the Cradle of Liberty Good Scout Award by the Boy Scouts of America Cradle of Liberty Council and was the recipient of the 2011 John Wanamaker Award (Individual Award) given by the YMCA of Philadelphia and Vicinity.

She is a graduate of Johnson & Wales University in Providence, Rhode Island, where she received a bachelor of science degree in hospitality management and graduated magna cum laude.

26 CAROLINE BETETA MODERATOR: PRESIDENT & CEO, VISIT CALIFORNIA

Caroline serves as president and CEO of the industry-led Visit California, a nonprofit organization created to market California as a premier travel destination to increase the state’s share of tourism-related revenues. She simultaneously serves as a strategic advisor for the Governor’s Office of Business & Economic Development (GO-Biz). Caroline is responsible for implementing Visit California’s global marketing program on behalf of the organization’s 21,000 investors and serves as the lead spokesperson for California’s travel industry. In her tenure, she has overseen a decade of growth for California’s travel industry, peaking in 2019 with a record $144.9 billion in economic benefit to the state. She has shepherded the growth of Visit California into a global marketing franchise and helped restore travel and tourism following numerous natural and economic crises.

27 TODD DAVIDSON CHIEF EXECUTIVE OFFICER, TRAVEL OREGON

Todd was appointed executive director of the Oregon Tourism Commission (dba Travel Oregon) in June 1996 and was named CEO in September 2004.

In 2003, Todd helped lead an effort to establish dedicated and stable funding for Travel Oregon through a statewide transient lodging tax. This funding has been crucial in Travel Oregon’s ability to increase the state’s tourism economy through innovative destination management, growing international markets, and award-winning advertising campaigns. Tourism, and the small businesses that make up the tourism economy such as restaurants, retailers, and lodging, are now collectively a significant driver of Oregon’s total economy, with record-breaking growth for the last 10 years. In response to industry needs, Todd worked with the industry and state legislators in 2016 to establish a dedicated funding source for the seven regional destination management organizations as well as a competitive grant program. Todd believes that reinvesting in local communities, whether through marketing programs, regional investments or grants, are critical to supporting and growing Oregon’s tourism economy for generations to come.

Todd is a past chair of the U.S. Travel Association and a continuing board member and serves on the Brand USA Board, the National Council of State Tourism Directors, and the Western States Tourism Policy Council. He has served on the National Advisory Committee on Travel and Tourism Infrastructure and is a past chair of the U.S. Travel and Tourism Advisory Board, a position he was appointed to in January 2012 after being initially appointed to the board in 2010. Todd was honored by the NCSTD as the State Tourism Director of the Year in 2006 and inducted into U.S. Travel Hall of Leaders in 2018.

28 BRAD SMYTH TOURISM DIRECTOR, TRAVEL TEXAS

Brad is the director of the Travel Texas program in the Economic Development & Tourism Division of the Texas Office of the Governor. As tourism director, he manages the state’s primary program for marketing and promoting the Texas travel experience in domestic and international markets.

Enjoying more than 25 years of tourism industry experience in the public and private sectors, Brad is honored to work with one of Texas’ largest industries and lead a team that generates travel to and within the state, creating revenue and jobs for Texas.

Brad is active in the U.S. Travel Association, the Texas Travel Industry Association and National Council of State Tourism Directors.

29 KEIKO MATSUDO ORRALL EXECUTIVE DIRECTOR, MASSACHUSETTS OFFICE OF TRAVEL & TOURISM

Keiko, of Lakeville, Massachusetts, serves as the executive director for the Massachusetts Office of Travel & Tourism. She chairs the Massachusetts Marketing Partnership as well as the Restaurant Promotion Commission. Keiko serves on the board of Discover New England and is a member of the Brand USA Advisory Board. She is a member of the White House Initiative for Asian Americans and Pacific Islanders Presidential Commission and has participated in national and international panels.

Prior to the Office of Travel and Tourism, Keiko served four terms as a state representative. She was the first Asian American woman elected to the Massachusetts Legislature. With a background in local government and teaching, she served on the Joint Committees on Economic Development and Emerging Technologies, Labor and Workforce Development, Export Development, State Administration and Regulatory Oversight, Public Health, and the Judiciary. A graduate of Smith College, she served on the University of Massachusetts Center for Women and Public Policy Advisory Board, the Pay Equity Commission, the Massachusetts Caucus for Women Legislators, and has worked to support women in public office. She was the first minority woman to run for statewide office.

She has received recognition and awards from various organizations including the Massachusetts Restaurant and Business Alliance, the Massachusetts cranberry industry, the American Legion and the National Federation of Women Legislators. In 2019, she received the Order of the Rising Sun, Gold and Silver Rays Award from the Japanese government.

30 JACKIE ENNIS VICE PRESIDENT, GLOBAL MARKETS, BRAND USA

Jackie is vice president of global markets for Brand USA, the nation’s destination marketing organization with the mission of increasing international visitation to the United States, fueling the nation’s economy and enhancing the image of the USA worldwide. In this role, Jackie leads Brand USA’s trade engagement and marketing efforts, manages Brand USA’s global offices, and continues to effectively work to optimize trade and consumer reach around the world.

Jackie joined Brand USA in August 2018 as senior director of global trade development after working as a consultant with the organization’s global trade team and became instrumental in strategic development of trade initiatives. Jackie was previously responsible for the international marketing strategy for the Massachusetts Office of Travel and Tourism. She also was the executive director for Discover New England, where she developed the successful business-to-business international marketplace that is considered one of the most valuable business opportunities for the New England hospitality industry in marketing the region to international travelers. Her other previous positions included principal of Ennis Marketing, director and international marketing manager for Vermont Department of Tourism and Marketing, and product manager for Saga Holidays.

An avid traveler, Jackie has lived in three countries and has visited 29 countries, 28 states, and the District of Columbia. She loves tennis and is semi-fluent in Spanish. She is married to David Rocchio and has two children. Jackie received her bachelor’s degree in international relations and Spanish from the University of Warwick, England.

31 SUZY SHEPARD SENIOR MANAGER, GLOBAL MARKETS, BRAND USA

Suzy is senior manager of global markets for Brand USA, the nation’s destination marketing organization with the mission of increasing international visitation to the United States, fueling the nation’s economy and enhancing the image of the USA worldwide.

In this role, Suzy cultivates and maintains relationships with international Brand USA representation firms and partners, seeks new trade opportunities, and manages day-to-day operations, including market activation, co-op marketing, and budget overview.

Suzy joined Brand USA in April 2013 as an assistant in global market development group and, three months later, became a manager serving as the primary liaison for Brand USA and its partners, prospects, and international representation firms in Latin America. Shortly after, India, Australia, and New Zealand were added to her portfolio. She managed strategic partner accounts and provided support at international trade shows, familiarization trips, and sales missions.

Prior to Brand USA, Suzy worked as a graduate student intern at the U.S. Department of State in the Office of Mexican Affairs, where she served as an alternate officer for the Economics, Political, and Public Diplomacy desks and helped prepare the U.S. Ambassador to Mexico for his Senate confirmation hearing. She previously was employed as a student administrative assistant in the Center for Latin American Studies at Georgetown University and as an administrative assistant for Novartis Institute for Biomedical Research.

An avid traveler, Suzy was drawn to Brand USA because of her interest in international travel. She has visited 28 countries and 21 U.S. states. Suzy is fluent in Spanish and loves to travel, read, and dance. She also practices Krav Maga, a military self defense and fighting system. A native of San José, Costa Rica, Suzy now lives in Arlington, Virginia.

Suzy graduated from Wellesley College with a bachelor of arts degee in political science and Latin American studies and received her master’s degree in Latin American studies from Georgetown University School of Foreign Service.

32 AVA MEHTA TRADE DIRECTOR, BRAND USA U.K. & IRELAND

Ava is the trade director for Brand USA in U.K. and Ireland and joined the Brand USA team in 2018. Since then, she has worked on a number of key activities, including the Brand USA MegaFam, inaugural and subsequent Brand USA Travel Week events and, most recently, the launch of Brand USA Global Marketplace. Ava has worked on developing and growing Brand USA’s travel trade relationships in the U.K. and Ireland, initiating marketing campaigns and increasing engagement in the USA Discovery Program. She has worked at Hills Balfour since 2015. Prior to this, she worked in the product and marketing department of a luxury London-based tour operator.

GEORGIE NICHOLL TRADE MANAGER, BRAND USA U.K. & IRELAND

Georgie has worked on the trade team for Brand USA in the U.K. and Ireland and across Europe for the past three years. Her work on a number of trade activities across 11 European markets has included agent training, USA Discovery Program promotions and marketing campaigns. She has also been involved in two of Brand USA’s flagship activities, the Brand USA MegaFam and Brand USA Travel Week Europe. Before joining Hills Balfour, Georgie worked at a wellness tour operator in London.