US tourism trying to roll out red carpet for international visitors
US tourism-related businesses are starting to focus on new marketing campaigns to win over foreigners — even some cities like New York that have not seen a drop in the number of overseas visitors.
The city’s recently launched effort includes international visitors at some airports greeted with large welcome signs. Red-jacketed workers have started offering information, maps and even insider tips.
“Visitors who leave the airport in a taxi may also see a promotional video, and tourists around the city will see posters from the ‘Just Ask the Locals’ campaign, featuring New York-based celebrities suggesting favorite itineraries,” says the Associated Press.
The later features general advice from celebrity New Yorkers like Robert De Niro and Jimmy Fallon on print ads and phone hot lines–on navigating the city and finding the best hot spots beyond obvious landmarks like the Statue of Liberty and the Empire State Building.
The signs and greeters surrounding visitors before and after they go through customs are meant to counteract any negative first impressions, Mayor Michael Bloomberg said.
“Tourists complain that US immigration officials are rude and disrespectful, and they don’t think that’s a good way to start a vacation,” Bloomberg said. “This is another one of those things that is diminishing our competitive edge.”
Travel industry advocates say the US should be working harder to maintain an industry that brought $107.9 billion into the country in 2006 — essentially making services to travelers one of the nation’s major exports.
Last year’s US travel income was the highest ever, according to the Commerce Department. But industry group Discover America Partnership warns that while the number of travelers around the world is rising, the number of US visitors from countries other than Canada and Mexico fell 17% from 2000 to 2006.
That drop, they say, is partly due to perceived difficulties faced by travelers to the US since the September 11 terror attacks.
“It’s a perception issue,” said Kelly Klundt, spokeswoman for the US Customs and Border Protection agency. “It’s very easy for the negative stories to get, No. 1, blown out of proportion and, No. 2, to spread far and wide.”
The airport welcoming effort by NYC & Company — the city’s tourism office — echoes changes promised in federal legislation signed this month. The “model ports” measure, which had been pushed by Discover America Partnership, aims to offer assistance to foreign visitors on arrival and reduce their waiting times.
The changes are to be instituted at the 20 US airports that receive the most international arrivals.
The industry group also is lobbying for a proposed national tourism office that would promote the US as a destination.
New York is one of only a few US urban centers that did not see a drop in the number of overseas visitors between 2000 and 2006, and officials want to make sure the city holds onto that lead.
Report by David Wilkening
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