Inbound international travel is a staple of the economy. Last year, foreign visitors numbered 75 million and spent $133 billion coming to the U.S, according to figures released at IPW 2016, and these international visitors accounted for more than one million jobs.
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Not only is the IPW the U.S. travel industry’s foremost event, it’s also the single largest generator of travel for the country. According to independent research firm Rockport Analytics, travel initiated by IPW is projected to bring $4.7 billion in direct bookings to U.S. destinations over the next three years.
A massive, record-breaking attendance of 6,000 travel delegates convened at the June 20 luncheon, a 20 percent increase in delegate-count since the last time the conference was held in New Orleans, in 2002. Delegates, including international and domestic media, represented more than 73 countries. In addition to the usual number of members from the United Kingdom, Canada, Mexico, Germany and France, this year’s IPW saw tremendous growth in delegates from China, Taiwan, South Korea, Chile and Columbia, according to the U.S. Travel Association. China now represents the third-largest overseas travel market to the U.S. This, according to U.S. Travel, is thanks in part to a bilateral agreement extending travel visa validity for visitors from China to 10 years.
The underlying theme at IPW 2016 was that travel connects us in both work and play. Roger Dow, CEO and President of the U.S. Travel Association, stressed the importance of this connection at the five-day event, which was held at the Ernest N. Morial Convention Center.
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“We are now, and will always be, a connector of the travel industry, a leader in research and analysis, and a collaborative, trusted adviser to our country’s policymakers, no matter their political persuasion,” Dow said.
What’s especially great about IPW is it brings buyers and sellers, PR professionals and media together so they can conduct business that would otherwise require exhaustive, around-the-world trips. More than 1,350 travel organizations from all over the U.S. registered for exhibitor booths. PR professionals worked tirelessly to promote their U.S. destinations and attractions to approximately 500 travel journalists from every corner of the globe. International attendees found New Orleans to be fun and exciting, and many found new connections to the city, literally: delegates from Germany were able to fly a new direct route on Condor Airlines to the Louis Armstrong New Orleans International Airport.
Representatives attending the event networked and pitched story ideas and business deals to travel journalists and editors. Professionals represented all segments of the travel industry: states, cities, attractions, hotels, restaurants, national parks, theme parks and more.
IPW featured 1,300 international and domestic buyers of U.S. travel. At least 105,000 appointments took place to generate travel business. Journalists were able to schedule appointments with exhibitors and delegates networked at marketplace events, exhibitor booths, evening social events and luncheons. There were plenty of activities, including jazz, museums and other sightseeing. The publicists promoted their travel products to writers for story ideas that will undoubtedly result in placements in numerous international, domestic publications and broadcasting outlets. Travel journalists also networked, trading information on trendy places in New Orleans.
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The State of Louisiana was pleased with the results of holding IPW 2016 in New Orleans, and expect the event to result in big bonuses for the local economy: more than one million extra visitors are predicted to arrive in the Big Easy by 2019 as a result of this year’s event. According to Louisiana Lt. Governor Billy Nungesser, “IPW 2016 is projected to bring an additional $1 million international visitors to Louisiana with over $1.7 billion in incremental spending over the next three years.”
Nungesser referred to the event as “a tremendous success, not only to the City of New Orleans, but for our entire state,” and said his office hosted IPW participants in six post-event familiarization tours across the entire state.
Those tours took the specially-registered IPW media and business travel delegates to get up close with alligators in scenic cypress swamps, Gulf coastal marsh habitats, on the grounds of majestic antebellum plantations, the lower Mississippi Valley, museums and cultural attractions, and to walkable small towns offering great shopping and the works of native artists, craftsmen and local craft brewers and distillers. Volunteers staffed the press room and were present at each event, showing off their city to the visitors.
A large press room provided ample working space, with access to media kit materials from publicists. Not only were refreshments and supplies available, but also entertainment diversions for the writers. Radio station WWOZ 90.7 FM New Orleans hosted musical artists, such as blues guitarist and storyteller Spencer Bohren, a local fixture on NOLA’s music scene.
Celebrities and food
Celebrities at IPW16 included Broadway star Marilou Henner, who was the surprise emcee at the Monday luncheon. She introduced well-known Eddie George, who sang songs along with casts from Broadway shows such as “Wicked,” “On Your Feet,” “Paramour,” “Chicago,” and “Beautiful.” Singing star Gladys Knight performed at the grand opening to huge cheers. Food celebrity Chef Emeril Lagasse was on hand at a party hosted by Visit Florida.
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The NYC Centerstage Luncheon was hosted by Broadway Inbound and NYC & Company, New York City’s official destination marketing organization. More than a dozen other New York City travel partners were at IPW this year, including 9/11 Memorial & Museum, Alliance for Downtown New York, Carnegie Hall, Hotel Edison, One World Observatory, The New York Pass, and Rockefeller Center. Fred Dixon, CEO and President of NYC & Company, appeared at a press conference. The new Hudson Yard was one project he discussed.
Each year, the cities that host IPW know the value of having this huge event in town and tend to pull out all the stops. Sunday night’s opening night event at the famous Superdome included a festive celebration with all the foods of New Orleans. Major restaurants and their food stations were featured around the playing field, and as any local would tell you, you haven’t been to New Orleans until you’ve had the food. Spicy jambalaya and crayfish were crowd favorites.
Tuesday evening was filled with private parties and receptions. These social settings are where real PR networking occurs. Wednesday night’s pull-out-all-the-stops finale revealed floats at the Mardi Gras World museum on the Mississippi River. Several New Orleans steamboats anchored, serving as food and music venues. Memorable entertainers included the Preservation
Hall All-Stars Jazz Band, a six-piece group, which drew listeners with loud applause with their Dixieland renditions. This band represents a musical venue in the French Quarter founded in 1961 to protect and preserve traditional New Orleans Jazz.
Many PR professionals announced travel news to IPW media attendees. TravMedia USA staffs the on-site press room and the online press room throughout the year, assisting with the hundreds of travel press releases. TravMedia USA and U.S. Travel Association staff were present at the trade show and helpful with information and contact information for travel articles. Journalists had a variety of official press conferences from which to choose.
For many — if not most — of the registered travel industry delegates, it was the travel business/social event of the year. Some IPW participants found time to check out the National World War II Museum, which has quadrupled in size from its original D-Day Museum. Other participants rode the St. Charles streetcar, the oldest continuously-operating trolley system in the United States.
A historic milestone was marked at IPW 2016: the U.S. National Park Service was celebrated at IPW for its centennial year. Dow said IPW premier brand partner Brand USA (whose aim is making the United States a great place to visit) is supporting the U.S. National Park Service Centennial.
Many delegates took the time to claim their tickets in the Exhibit Hall to see screenings of Brand USA’s breath-taking, giant-screen film, “National Parks Adventure” on several days at the New Orleans’ Energy Giant Screen Theater. The film is set to show in 44 locations around the world.
Brand USA and IPW renewed their partnership until 2020, officials said, noting that more events are in the works such as this film.
Changes for media
There were changes with this year with the annual IPW Media Marketplace, sponsored by U.S. Travel Association and CityPASS. New this year an elimination of the Reverse Media Marketplace, normally held after the regular Media Marketplace on Monday. This period had destinations and PR reps walking around to the tables where the domestic and foreign journalists sat in previous years after lunch.
This year, an entire day was given for journalists to go to the tables of destinations. This proved successful and useful for speaking with PR professionals. Publicists were more easily able to get their travel messages across to members of the media, because they had more time.
Other years, publicists sat at the tables during the morning, and then journalists were at the tables in the afternoon. A downside was that some journalists complained that they didn’t get many visitors to their table, so networking didn’t prove successful. International journalists were in the front, while domestic journalists were places in the rear tables. This year, the destination reps stayed at their own tables before and after lunch.
After the personal networking day of media and travel publicists, a reception was held as usual where the annual IPW Travel Writer Awards were given. Phoebe Smith, Editor-In-Chief of the U.K.-based travel magazine Wanderlust, and UK-based freelance travel journalist Lindsay Sutton both won awards in the “Best U.S. Travel Destination
Article” category. TOUR Magazine Editor Héctor Fabio Rizzo won “Best Trade Publication Article” for his article on New York, and editor Amanda Fernandes Leonel de Queiroz won “Best IPW Host City Article” for his coverage of IPW 2015 in Brazilian magazine Melhor Viagem. Each winner received $1,000 U.S. and an award certificate.
Already the IPW official website is promoting next year’s annual IPW, which will be hosted in Washington D.C. A clever PR gimmick for the 2017’s IPW included a promotion where people could take pictures on a large replica of Abraham Lincoln’s monument chair.
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Carla Marie Rupp and Jason Rupp are freelance journalists and travel writers based in New York City.
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