Peter Dodge
Episode · #402
TURIZAM 385 Peter Dodge
Guest Peter DodgeHosted by Goran RihtarićMay 3, 2026
Peter Dodge
About this episode
What you'll hear in this conversation
Navigating the global tourism landscape after a period of unprecedented disruption requires a nuanced approach: not just marketing, but actively rebuilding confidence and proving readiness. Peter Dodge, the Senior Manager for Public Affairs at Brand USA, sits at the heart of this challenge. His organization, a unique public-private partnership, is tasked with promoting all 50 US states, five territories, and the District of Columbia as a single destination. This conversation explores how Brand USA weathered the storm, strategically prepared for reopening, and what it takes to usher in a new era of international travel. You will walk away with a clearer understanding of how a national-level destination marketer plans for a global rebound.
Insights from the conversation
What to take from this episode
01
Oxford Economics projects US tourism will return to 2019 levels by 2024 and exceed them in 2025. This isn't a passive prediction; it's a mandate for Brand USA to actively 'prove to the world that we're ready to receive them,' as Peter Dodge puts it. The real work of recovery begins long before the numbers catch up to the forecast.
02
During the pandemic, Brand USA entered a 'state of readiness,' pausing paid media and cutting expenditures significantly. This strategic retreat wasn't about stopping; it was about conserving resources and sharpening core programs for the moment 'when it was safe and appropriate' to re-engage. Sometimes, the most effective way to prepare for a rebound is to go quiet and build internal muscle.
03
While paid media was paused, Brand USA's USA Discovery Program, an agent training initiative, saw 'record numbers of participants.' When direct selling is difficult, the opportunity shifts to equipping partners. Investing in the capabilities of your distribution network during a downturn ensures they are ready to convert demand the moment it returns.
04
The development of GoUSA TV, a streaming content channel, and the Brand USA Global Marketplace, a B2B digital platform, allowed engagement 'when we couldn't meet in person.' These platforms weren't merely temporary fixes; they became durable infrastructure, demonstrating that crisis-driven digital pivots can yield lasting tools for connection and commerce.
05
The return of in-person events like IPW and Travelweek Europe brought with it 'a lot of love and enthusiasm' from participants. While digital engagement provided continuity, the palpable energy of face-to-face meetings signals that for certain industries, the full recovery of trust and relationship-building still requires physical presence.
06
Brand USA's Travel Week Europe started in London, pivoted to a digital format in 2020, then returned in-person to London in 2021, and is now set for Frankfurt. This rapid return to physical gatherings, even after successful digital alternatives, shows that for B2B tourism, digital is a necessary complement, but not a substitute, for the direct connection that drives bookings.