As she prepares to step down, Visit USA Australia president Caroline Davidson speaks with Traveltalk about rebuilding the organisation, reshaping agent engagement and the legacy she hopes to leave for the next chapter.

As her presidency comes to an end, Caroline Davidson reflects on a term defined by reinvention, collaboration and a renewed commitment to agent engagement. The role, she says, was less an ambition and more a natural next step in a long career representing the United States.

“I felt it was an honour and a duty to donate my time and expertise to help a destination and an industry that has been so good to me,” she says.

The voluntary position came with immediate challenges. Post pandemic, Visit USA lost both its longstanding secretariat and event manager, leaving the organisation to rebuild its operational base.

“We replaced them with one new contractor to handle both roles,” Caroline explains. “Aida Osta has become the vital support for the team that has helped me reinvigorate the organisation.”

Under her leadership the constitution was updated, sustainability measures prioritised and a code of conduct adopted. The website was rebuilt and financial oversight strengthened. “We have re invented ourselves to stay relevant and innovative as the industry evolves,” she says.

One of the most visible achievements has been the redesign of the national expos which now attract up to eight hundred registrations across Sydney Melbourne and Brisbane.

“The feedback from last year’s new format events was overwhelmingly positive,” Caroline says, noting strong attendance from regional agents and growing demand for webinars.

Caroline is also keen to clarify a lingering misunderstanding within the trade.

“Brand USA is the tourism board for the USA and markets to consumers worldwide,” she says. “Visit USA Australia is a B2B member organisation promoting outbound travel to the USA from Australia.” The two bodies work closely, with Brand USA sponsoring key events and supporting training initiatives that complement Visit USA’s trade focus.

Looking back, Caroline says she is proud to leave the organisation stronger than she found it. “After two successful terms I am confident and proud to be handing over a more vibrant successful and healthy organisation.” She credits this to teamwork, adaptability and a clear commitment to serving the trade.

Beyond her leadership role, Caroline’s personal affection for the United States runs deep. Her favourite region is the Great American West, which she represented for two decades. She describes it as a place of “incredible natural and scenic wonders, wildlife, national parks, top ski resorts and the most wonderful small towns and locals”.

She also holds a special fondness for San Diego, where she once attended high school and where her son now lives, calling it a city that “has everything Aussies love”.

Her most memorable US travel experience is one she frequently recommends: a ranch stay at Paradise Guest Ranch in the Big Horn Mountains of Wyoming.

She recalls it as “a truly authentic American experience” with breathtaking scenery, horse riding led by expert wranglers, hearty meals in a communal dining hall and the chance to spot wildlife, including the occasional moose wandering past.

These personal connections, she says, reinforce why she continues to champion the destination so passionately.

Her message to agents remains clear. “We are an incredibly valuable tool to support and help agents and the more they engage with what we offer, the more they can benefit.”

For the original story, visit https://traveltalkmedia.com.au/caroline-davidson-on-leading-visit-usa-australia-through-four-years-of-change/