Leaders promote new $100 million law to promote US travel
Travel industry leaders are praising three US Senators for introducing legislation to create the first-ever substantial and sustainable international marketing campaign to promote America as a destination to others around the world.
The legislation proposed by Senators Byron Dorgan (D-North Dakota), Ted Stevens (R-Alaska) and Daniel Inouye (D-Hawaii) would create a public-private partnership providing matching funds of up to $100 million annually that would be added to money spent by travel industry interests to promote the U.S. internationally.
The marketing program would be administered through a nonprofit Corporation for Travel Promotion that would report to the Department of Commerce and be overseen by a board of 14 travel industry leaders.
“This is a huge opportunity for America and our travel industry,” said Roger J. Dow, President and Chief Executive Officer of the Travel Industry Association. He added:
“With this legislation, if our industry can raise less than one-tenth of one percent of what we receive from international visitors each year, our country will have $200 million each year to change perceptions of America around the world and compete with other countries for travelers.”
Department of Commerce figures show international travelers spent $107 billion in the US last year.
“This legislation is addressing the fact that the world has changed in the past five years,” said Jonathan Tisch, Chairman and Chief Executive Officer of Loews Hotels and Chairman of the Travel Business Roundtable. He added:
“Perceptions about our visa and entry processes, and increased spending by other countries around the world inviting people to visit, have led to a 17% decline in overseas travel to America. This legislation creates a vehicle for us to compete with other countries aggressively marketing themselves and sends a message to the world that the U.S. is both secure and welcoming.”
Report by David Wilkening
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