US travel industry needs wake-up call
Travel industry leaders are supporting an advisory report suggesting ways of putting out the welcome mat for more international visitors, including using travel as a diplomatic effort.
The report issued to the US Secretary of Commerce as a “wake up” call also urged the establishment of an international marketing program.
Said Roger Dow, president and CEO of the Travel Industry Association:
“In implementing the strategies put forth in the report, we will be able to compete for an increased share of the world travel market and unleash the power of travel to help improve America’s image around the world.”
Every one percent of the world travel market share that the US gains leads to an estimated 8.1 million more visitors, he said.
“Policymakers and opinion leaders should understand the benefit of having 8 million people a year visiting our country and returning home to share their experience of America,” said Mr Dow.
Research shows that visitors are 42% more inclined to have favorable opinions of America after a trip here.
The US Travel and Tourism Advisory Board issued the report, titled “Restoring America’s Travel Brand: A National Strategy to Compete for International Visitors.”
The Board urged policymakers to put travel and tourism as a centerpiece of efforts to improve America’s image to the world.
Tourism officials who testified before Congress earlier this summer said international travel worldwide is growing but not in the US.
Global travel is up 52% in the past 15 years, but America’s share of that market has declined by 35 %, according to Jonathan Tisch, chairman of the Travel Business Roundtable.
Report by David Wilkening
David
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