The travel industry is hailing a first: the US’s new National Travel and Tourism Strategy that promises federal support for travel in a way never before seen in the US.
Besides helping the broadest spectrum of the travel industry, the strategy should particularly benefit agents and the meeting or MICE markets
Travel agents in Canada, the U.K. and Japan will be targeted by Brand USA as part of its drive to increase inbound travel to the US.
And the meetings market?
"This tourism strategy is very significant for the meetings and events industry in the US," said John Stachnik, president of Mayflower Tours. "It will ensure that more international associations and corporations will want to meet here."
The strategy mandates the creation of a National Travel and Tourism Office within the Commerce Department. It also sets an ambitious goal of attracting 100 million foreign visitors annually to the U.S. by 2021, up from just over 60 million in 2011. The US used to be the world’s No. 1 travel destination but lost that distinction in recent years.
The new National Travel and Tourism Office gives the industry a major platform for influencing policies across the federal government, according to news accounts. The office will be the "central driving force" for travel and tourism policy in the federal government, said Commerce Secretary John Bryson.
The strategy also encompasses further steps to ease entry for foreign visitors; a promise to better coordinate federal programs that affect tourism, and government support of travel -related research.
Key elements of the strategy include:
• Easing entry for foreign visitors by using technology, expanding the Trusted Traveler program, improving customs staffing at international gateways and expanding open skies agreements, for improved international air service.
• Working with the travel industry to collect and analyze data to inform government and industry decisions that would affect travel and tourism.
• Better coordinating federal policies, programs and participation in public-private tourism initiatives by "reinvigorating" the tourism industry.
By David Wilkening
