United Kingdom
United States
Asia Pacific
US tourism to get major boost from new legislation
Friday, 15 Mar, 2010
0
When the US starts actively marketing tourism in 2011 it will be the best opportunity the industry has had for at least 25 years.
So says Roger Dow, president of the US Travel Association, who made the prediction at ITB in Berlin following President Obama signing the Tourism Promotion Act in to law last week.
Controversially, it calls for a $10 fee for completing the necessary ESTA authorization for citizens of visa waiver countries to enter the US (see previous TravelMole story).
The fee – up to certain limits – will go to fund US tourism marketing.
Dow says there have been well over 16 million ESTA applications up to now and the rejection rate is well under one percent.
He denied seeing the new ESTA fee as a barrier to inbound tourism.
He predicted that the new tourism marketing spend is a ‘win, win’ situation bringing in an extra three million international visitors by 2012 and introducing them, through marketing, to parts of the country hardly touched by tourism.
Although airlines report passengers arriving without the authorisation, Dow is sure that arrangements can be made to complete the forms online at the airport as a last resort.
The first year’s budget of $10 million will come from the Departmnet of Commerce and is just to set up the new marketing organisation.
But Dow does not expect that the US will suddenly staff a legion of overses tourist offices.
The budget for the sesond year ending September 2011 is likely to be $150 million with – $100 million from ESTA and $50 million match funding from US private industry.
Dow wants this spent in the traditional way using representatives in market backed, for the first time, with advertising.
"Some people say we don’t have to advertiise the US as everyone knows it’s there but Coke and BMW still advertise when everyone knows about them and we’ll be doing the same for the US," he said.
Dow expects the new system to put the US in the top ten league for international tourism advertising.
The budget for 2011/12 will rise to $200 million.
Dow sees this not just as an advertising budget but as helping to deal with perceptions of the US as being unfrendly to visitors.
"With this budget we don’t just advertise but we can explain programs like ESTA and security and arrival issues and deal with problems like last year’s H1N1 virus."
by John Bell
Phil Davies
Tony from Gatto’s Pizza on Columbus’s Unique Pizza Trail
Sophia Hyder Hock on Global Social Inclusion in Tourism
Sustainable Tourism: Don Welsh on Community Values and Global Collaboration
Jane Cunningham: Enhancing European Engagement in Tourism
Kristin Dunne: Navigating Destination Strategy
Revolutionizing Mobile Connectivity: Boris Bijlstra on HUBBY eSIM
Capturing Glasgow’s Vibrancy: An Interview with Susan Deighan, Chief Executive of Glasgow Life
Lebua Hotel & Resorts: Rajan Khurana on Hospitality and Bangkok’s Charms
Sustainable Tourism and Growth: Insights from Chiravadee Khunsub from Tourism Authority of Thailand
Revolutionizing Travel: SmartSIM USA’s Dale Takio Unveils the Power of E Sims
TravelMole Interview with Hishan Singhawansa, Deputy CEO of Cinnamon Hotels & Resorts, Sri Lanka
Unveiling the Essence of Magari Tours: A Dive into Authentic Italian Experiences
EU airports bring back 100ml liquid rule
CLIA: Anti-cruise demos could cause itinerary changes in Europe
Co-pilot faints, easyJet flight issues ‘red alert’
Dozens fall ill in P&O Cruises ship outbreak
Woman dies after getting ‘entangled’ in baggage carousel