US travel industry eyes $200m programme to woo visitors
Monday, 30 July 2007
WASHINGTON, July 29 (AFP): The United States (US) travel industry and its allies are pressing Congress for a marketing program of as much as $200 million to help restore America's 'brand Image' with international visitors.
With overseas visits still below levels from before the 2001 terror attacks and America's image battered, the travel industry is pinning its hopes on a new promotional effort led by the federal government.
Industry leaders are lobbying for legislation to create a government-led corporation for travel promotion. This would be funded by voluntary business contributions and a 10-dollar fee imposed on visitors from countries qualifying for visa 'waivers'.
"Other countries are spending hundreds of millions of dollars, the US is spending zero" for visitor promotion, said Geoff Freeman, executive director of the Discover America Partnership, a coalition led by the travel industry with other business partners.
"The idea is to create a nationally coordinated brand for the country."
Some data suggest visits from key markets are still falling, despite sharp declines in the dollar that make US travel a relative bargain. The euro recently hit an all-time high and the pound a 26-year high against the greenback.
According to Britain's Office of National Statistics, visits by Britons to North America decreased one per cent to 4.5 million in the 12 months to May 2007, even as travel to other parts of the world rose by nine per cent.
"We don't know for sure, but without the weak dollar (the decline in visits) could be even worse," said Freeman.
With overseas visits still below levels from before the 2001 terror attacks and America's image battered, the travel industry is pinning its hopes on a new promotional effort led by the federal government.
Industry leaders are lobbying for legislation to create a government-led corporation for travel promotion. This would be funded by voluntary business contributions and a 10-dollar fee imposed on visitors from countries qualifying for visa 'waivers'.
"Other countries are spending hundreds of millions of dollars, the US is spending zero" for visitor promotion, said Geoff Freeman, executive director of the Discover America Partnership, a coalition led by the travel industry with other business partners.
"The idea is to create a nationally coordinated brand for the country."
Some data suggest visits from key markets are still falling, despite sharp declines in the dollar that make US travel a relative bargain. The euro recently hit an all-time high and the pound a 26-year high against the greenback.
According to Britain's Office of National Statistics, visits by Britons to North America decreased one per cent to 4.5 million in the 12 months to May 2007, even as travel to other parts of the world rose by nine per cent.
"We don't know for sure, but without the weak dollar (the decline in visits) could be even worse," said Freeman.