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TIA calls for renewed US tourism effort
The National Chair for the Travel Industry Association of America (TIA) has called for a new strategy for the US to complete in the growing global tourism market, including these moves:
- Make the US the top-of-mind place for travelers by developing a well-funded, nationally coordinated marketing campaign.
- Give travelers the path of least resistance.
- Get a better seat at the table in government, equal to that given to other industries such as manufacturing and technology.
Jay Rasulo, who was chairman of Walt Disney Parks and Resorts and formally took on the role of TIA National Chair in January, used state-wide campaigns as a model for the tourism industry as a whole. He said:
“There are 50 state laboratories out there, many of which have figured out how to market themselves, and how to pay for it, through budget appropriations, dedicated revenue sources, or even — dare I say it — industry assessments.”
Mr Rasulo noted that 2006 will be a pivotal year for the travel industry.
“We must understand and acknowledge that there is a revolution going on in the global tourism market: the way people travel, where they travel, how they travel, and their expectations are all changing,” he said.
He said the US is in danger of falling behind other countries in attracting tourists.
The US share of international travel has dropped double digits since 2000, and 35% since 1992.
International travel to the US is at an all-time low, according to figures from the TIA.
Report by David Wilkening
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