SCVB hosting travel planners from the U.K.

SYRACUSE — The Syracuse Convention & Visitors Bureau (SCVB) today is hosting a group of travel planners/wholesalers from the United Kingdom.

Brand USA is coordinating this “familiarization” (FAM) tour as part of a tourism initiative, the SCVB said in a news release.

FAM tours allow travel agents and planners to experience the highlights of a destination so they can better represent it to their customers, according to the SCVB.

Before departing on Tuesday morning, the travel planners will focus on outdoor attractions, including Armory Square, Beak & Skiff Apple Orchard, and a cruise on Skaneateles Lake.

The potential to increase the region’s international exposure is “huge,” David Holder, SCVB president, said in the news release.

“We have an amazing opportunity to reach target markets through Brand USA and we’re proud to introduce them to Central New York. These FAM tours provide a cost efficient, first-hand view of the area’s strengths as a world-class destination,” Holder said.

President Barack Obama established Brand USA in 2010 with the signing of the Travel Promotion Act. Described as the nation’s “destination-marketing organization,” Brand USA seeks to increase international visitation and spending in the U.S., representing all 50 states, Washington, D.C., and the five territories, according to an April 23 Destiny USA news release.

Empire State Development’s I Love New York program is coordinating the New York portion of this nationwide tour. In addition to the Syracuse visit, the New York itinerary includes stops in Lake Placid and the Buffalo-Niagara Falls region, the SCVB said.

Brand USA will have 93 travel planners/wholesalers from the U.K. touring the U.S. throughout the month of May, including the 16 representatives visiting Syracuse and upstate New York.

Contact Reinhardt at ereinhardt@cnybj.com