The industry is taking action (again)….

Posted on February 2, 2007. Filed under: Uncategorized |

and the TIA and it’s partners is to be commended for publishing this comprehensive paper Viewpoint – A Blueprint for Promoting the U.S. that spells out in concrete terms the less than pretty picture for Destination America and what it will take to correct a situation that can only be described as disappointing for a major country such as the USA.

Now, let’s not forget that there have been past efforts of a similar kind that have never resulted in much action. The last one is actually cited as a case study of a failed effort. The U.S. is still the only tourism destination of note that doesn’t maintain a NTO that would be in a position to organize and run a concerted, national marketing effort in key source markets around the globe as all other countries are.

The negative image America has in so many countries today, has finally been reflected in declining arrival figures. Of course, the major tourist magnets remain as attractive as ever, but potential visitors just seem to postpone their trips and go elsewhere, rather than facing the hassle of dealing with the visa process and the less than stellar welcome at the borders.

To change perceptions will require a concerted marketing and promotion effort, combined with the improvement of the real issues. I like the simplicity of a "Welcome to America!" but it will have to go deeper than that. America has to consider itself again more of a member of the global community of nations and put its best face forward in welcoming visitors to its shores, the vast, vast majority of whom have no negative effect whatsoever on the country’s safety and security.


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