The United States must confront image problem

TravelMole guest comment by Michelle Grant, Americas travel and tourism manager, Euromonitor International

After the September 11th attacks, the number of international arrivals to the US dropped significantly and while visitor numbers have rebounded since 2003, Euromonitor International predicts that growth in arrivals will slow once again if the country does not address issues concerning its tarnished reputation overseas and its strict security measures.

The US sends the wrong message

According to a survey by Discover America Partnership, travellers consider the entry process into the US as the world’s worst because of the lengthy paperwork it requires and the unwelcoming reception given by US immigration. The good news, however, is that most travellers view the US more favourably after their visit.

The US’s difficult and unfriendly entry process needs to be addressed, as it is not only deterring people from visiting the country, but it is also preventing would-be-visitors from spreading positive views about the US on their return home. This is particularly important because the country’s reputation overseas has been tarnished of late by American foreign policies abroad.

Modified passport requirements cause confusion

Following the September 11 attacks, the US government began re-evaluating its border security and enacting stricter regulations. These new measurements include the requirement for travellers from those countries participating in the Visa Wavier Program to have biometric passports, plus the implementation of the Western Hemisphere Travel Initiative, which requires citizens from the US, Mexico, Canada and Bermuda to have a passport to enter the United States.

The new biometric passport requirement for the 27 nations in the Visa Wavier Program has caused confusion among travellers in Western Europe, Japan and Australia among others. 

Euromonitor’s research shows that in 2005, German, French and Italian arrival levels had not recovered to their 2000 levels due to the confusion surrounding the passports. Instead, travellers from these countries are visiting closer, less expensive European nations or visiting alternative long haul destinations in the Middle East and Asia Pacific.

The Western Hemisphere Travel Initiative is also likely to impact Canada, deterring leisure travellers, who do not have a passport and constraining growth in the number of Canadian arrivals.

Growth countries awash in red tape

Countries with great potential for growth, such as China, India, Brazil and Russia face a different set of obstacles when travelling to the US. Visitors from these countries must apply for a visa, which is tedious and expensive. The application fee costs $100 and is non-refundable even if the application is rejected.  Additionally, potential visitors must be interviewed at a local consulate or embassy. However, due to the limited number of consulates and embassies, the wait for an interview can last months and the journey to be interviewed can run into hundreds of miles.

Because of this expensive and time consuming visa application process, Euromonitor International believes the US is limiting the number of arrivals from these countries and alienating a large potential source of revenue, particularly from Chinese and Indian travellers.

Change is possible

The travel and tourism industry is calling on the US government to strike a better balance between security and openness. The Discover America Partnership is advocating a friendlier customs process, among other initiatives, so that visitors feel welcomed as soon as they arrive in the US. Additionally, the government is trying to streamline the visa application process by testing the use of videoconferencing for interviews.

These initiatives from private industry and the government represent steps which could help to repair the country’s image overseas and, therefore, encourage more visitors. 

If such steps are not taken, the United States risks losing yet more visitors, who will choose to travel instead to other countries which better embrace international visitors.