‘Fortress America’ image hurting US tourism
An unintended casualty in the US war on terrorism could be tourism, say industry executives who include managers of Disneyland and Walt Disney World.
“We have developed an image in many countries as fortress America,” said Betsy O’Rourke, senior vice president for marketing at the Travel Industry Association of America.
Ms O’Rourke and others were quoted in an Associated Press story that said US travel executives are asking the government to do more to improve its image with foreign visitors who are increasingly choosing other places for vacations.
Executives often cited the “hassle factor” associated with new visa application and airport security procedures.
Tourism officials say visits to the US are rising again after several down years, but there are about 10% fewer international visitors last year than came here in 2000. That is happening despite the weak dollar.
The US Commerce Department estimates foreign spending accounts for a huge $93.5 billion in spending and economic activity n the US.
Tourism officials said they are not opposed to homeland security objectives but they are asking for procedures to be changed.
A poll of 8,000 consumers from eight industrialized nations late last year found that 55% of respondents had an increasingly negative perception of the US, according to GMI, Inc., a Seattle-based market research firm.
Said Jay Rasulo, president of Walt Disney Parks & Resorts:
“It’s more than just an image decline. I think other countries are out there competing for tourists and we have not been.”
Spending to attract foreign tourists has not been a priority nationally or at the state level.
A total of 39 states spent only $20 million in 2003 on international advertising and other foreign promotions, according to one survey. That number represented an 11% decline from the year before.
Mr Rasulo was among executives who urged more spending by the US government on advertising and marketing.
The Commerce Department only spends $10 million a year to promote America, a small amount compared to other areas.
Australia, for example, spends about $250 million a year marketing itself as a tourist destination, according to published reports. Spain spends more than $70 million.
Report by David Wilkening
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