Will Washington Reauthorize Brand USA?
Concerned concerning the decline in America’s share of the international travel market, leaders of the biggest travel corporations in the united kingdom issued a rare joint statement with an easy prescription for Congress and the administration to prevent the slide: reauthorize Brand USA—the business tasked with promoting the U.S. globally as a travel destination:
“We the leaders of America’s largest travel agents urge our leaders in Washington to handle the eroding U immediately.S. share of the global travel market by renewing Brand USA, a business that’s critical to the U.S. effectively competing for lucrative international tourism dollars. This season without reauthorization of Brand USA, our competitors for global travelers will continue steadily to outperform us and thousands of American jobs will undoubtedly be jeopardized.
“While a lot of the global world is more prosperous and much more folks are traveling than previously, the percentage of travelers choosing to go to the U.S. continues to decline. If that trend is permitted to continue, it’ll represent an enormous missed opportunity at the right time once the U.S. trade balance and sustaining our economic expansion lie at the heart of our public policy discourse rightly. Travel—besides generating $2.5 trillion for the nation’s economy and supporting one in 10 American jobs—is our country’s No. 2 export, posting a trade surplus of $69 billion this past year without that your overall trade deficit could have been 11% higher.
“Brand USA—a public-private partnership that promotes the U.S. as a tourism destination at zero cost to the U.S. taxpayer—is really a proven program that’s necessary to maintaining a known level playing field in the ultra-competitive international travel market. Not merely is Brand USA our country’s only response to the robust marketing efforts of our tourism rivals, but its explicit mission would be to market the entirety of the U.S., especially lesser-known destinations that not need the methods to promote themselves abroad necessarily.
“Our industry has always stood for creating prosperity for Americans atlanta divorce attorneys corner of the national country, and we stand prepared to use the Trump Congress and administration in search of those shared goals.”
Heather McCrory, Accor
Anré Williams, American Express
Christine Duffy, Carnival Cruise Line
Patrick Pacious, Choice Hotels International
Jeremy Jacobs, Delaware North
Chrissy Taylor, Enterprise Holdings
Chris Nassetta, Hilton
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Elie Maalouf, InterContinental Hotels & Resorts (IHG)
Jonathan Tisch, Loews Hotels & Co.
Arne Sorenson, Marriott International
Jim Murren, MGM Resorts International
Marc Swanson, SeaWorld Parks & Entertainment
Roger Dow, U.S. Travel Association
John Sprouls, Universal Parks & Resorts
Geoff Ballotti, Wyndham Hotels & Resorts
Although the quantity of overseas visitation to the U.S. rose a modest 3.1% from 2015 to 2018, the U.S. underperformed the 21% gain in global long-haul travel during this time period. As a total result, the U.S. share of global long-haul travel fell from 13.7% in 2015 to 11.7% in 2018. Which means that while more folks are traveling all over the world internationally, less percentage of these are choosing to go to the U.S.
That decline in market share represents losses to the U.S. economy of 14 million international visitors, $59 billion in international traveler spending, and 120,000 U.S. jobs.
Moreover, U.S. travel market share is forecast to keep its slide, dropping to under 11% by 2022. That could mean an additional economic hit of 41 million visitors, $180 billion in international traveler spending and 266,000 jobs on the next 3 years.
Without the proven success of Brand USA, the marketplace share decline could have been worse far. Brand USA keeps america competitive in the global travel market and sends international people to destinations beyond the gateway cities—ensuring all parts of the U.S. reap the economic and employment benefits connected with international visitation directly.
The statement premiered following U.S. Travel’on Wednesday s biannual CEO Roundtable event, where executives from a lot of the country’s largest & most recognizable travel brands gathered steps from the U just.S. Capitol at the National Museum of the American Indian to go over issues worth focusing on to the travel industry. Besides U.S. travel market share and the renewal of Brand USA, the October 1 other topics the group discussed included the significance of passing the USMCA trade agreement and, 2020 deadline for flying with REAL ID-compliant identification.
your day with policymakers including House Majority Leader Steny Hoyer (D-MD)
The group met throughout, Assistant Secretary of State Manisha Singh, Sen. Catherine Cortez Masto (D-NV), Sen. Cory Gardner (R-CO), U.S. Rep. John Katko (R-NY), and U.S. Rep. Peter Welch (D-VT).
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