PIERRE, S.D. – South Dakota was chosen by Brand USA, the destination marketing organization for the United States, to be included in one of seven familiarization tours taking place across the United States for travel agents from the United Kingdom.Familiarization "fam" trips are one of the ways Brand USA engages in ongoing trade and consumer outreach. The “Meet the Mountains” tour took place in parts of Colorado, Nebraska, and western South Dakota from May 15-21.

The “Meet the Mountains” group was in western South Dakota for two days. The 15 participants had an opportunity to tour Badlands National Park, the Journey Museum and downtown Rapid City, Mount Rushmore National Memorial, Crazy Horse Memorial and Custer State Park. Participants then flew to Texas to join the other six groups from across the country and share notes from their experiences.

“Our aim with these tours is to empower travel agents with the knowledge and assurance they need in order to sell more of the USA as a holiday destination to ensure that our country is top of mind with travel agents and consumers alike,” said Amir Eylon, Vice President of Partner Engagement for Brand USA.

“We are honored to have been a part of these familiarization tours. The feedback we’ve received from the participants has been very complimentary, and these travel agents now have first-hand experience of South Dakota they can share with others in the United Kingdom who are considering a vacation in the United States,” said Jim Hagen, Secretary of the South Dakota Department of Tourism. “We are so grateful for the work that Brand USA is doing for our state and our nation. Without Brand USA, we would not have had this amazing opportunity to showcase our state before an international audience of travel agents.”

Brand USA is responsible for promoting the United States as a vacation destination for international travelers, and for growing America’s share of the global travel market. Its efforts are focused on marketing programs that enhance the image of the United States and promoting the country as a premier travel destination.

The South Dakota Department of Tourism is comprised of Tourism, the South Dakota Arts Council and the South Dakota State Historical Society. The Department is led by Secretary James D. Hagen.

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Photo: The “Meet the Mountains” tour group from the United Kingdom.