US softens image to woo tourists

The US has unveiled a series of measures aimed at softening the military-style immigration process that has left some tourists vowing never to visit the US again.

The moves will aim to make it easier for foreign tourists, business people and student to visit the US, ensure they are treated graciously and shorten protracted visa processes.

Announcing the initiative, Secretary of State Condoleezza Rice admitted the Homeland Security department has the image of a “tough enforcer and maybe a little heartless.”

She insisted however that the new measures will in no way compromise security.

New initiatives include the creation of a ‘model airport’ programme that will include customised video messages to welcome new arrivals and inform them of the entry process. ‘Friendly greeters’ to assist overseas travellers once they have passed through immigration will also be employed.

It will be initially trialled at Washington Dulles International and Houston’s George Bush Intercontinental airports.

The government will also trial digital videoconferencing for visa applications, with a pilot programme in the UK.

Condoleezza Rice said: “If we can do this successfully this process might make life dramatically easier for foreign citizens who must now travel great distances to be interviewed in person.”

In addition, the government will also encourage foreigners to study in the US by extending the length of visas.

Meanwhile, inexpensive security cards for foreigners and US citizens travelling across US borders with Canada and the Caribbean will be developed.

“Our work on Capitol Hill has paid off,” said Travel Industry Association president and chief executive Roger Dow. “Our many visits with elected officials and senior leadership of the administration of the State Department and Homeland Security have allowed them to take our issues, consider and discuss them, and announce initiatives that will make a huge difference in our business.”

National Business Travel Association president and chief executive Suzanne Fletcher added: “[The government] are to be congratulated for looking at the big picture of the impact of the multitude of travel and border security programmes on travel and the conduct of international commerce.”

Industry observers say the timing of the announcement is significant. With the World Travel and Tourism Summit being held in Washington in April, the US administration feared potentially damning criticisms about its heavy-handed approach from tourism leaders from across the globe.   

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