Concerned trade groups including the U.S. Travel Association, the American Hotel & Lodging Association, the National Restaurant Association and U.S. Chamber of Commerce have joined forces to help halt a slump in inbound visitation to the US.
Seeking to change the mindset in the White House, the Visit U.S. Coalition wants to work with the Trump administration to show the economic benefits of a strong inbound tourism sector.
The current dip is a ‘hindrance to the President’s economic goals’ and contrasts with several years of robust growth.
"Travel and tourism is our country’s second largest export. We can’t afford to lose ground to other countries," said Katherine Lugar, CEO of the American Hotel & Lodging Association.
That has already happened. While global tourism was up, the US saw its market share of that shrink from 13.9% to 11.9% from 2015 to 2017.
The slump is not just about Trump and his policies; the slide began before he entered the Oval Office, with a strong US dollar a deterrent.
However the coalition aims to refine the overall message to ensure a more welcoming atmosphere for prospective visitors, from the rhetoric coming from the government to streamlined, respectful service at border points.
"It’s an opportunity to step forward and move beyond rhetoric," said Roger Dow of the U.S. Travel Association.
