Brand USA Applauds New National Travel and Tourism Strategy Aimed at Attracting 100 Million Annual Visitors

Plan Will Maximize National Travel Promotion Efforts

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May 10, 2012, 12:50 ET

WASHINGTON, May 10, 2012 /PRNewswire/ -- Brand USA, the new tourism marketing entity responsible for promoting the United States to world travelers, declared its support for the National Travel and Tourism Strategy (the Strategy) unveiled today by the Task Force on Travel and Competitiveness, the inter-agency body formed in January by Executive Order to develop a set of policies and recommendations to promote domestic and international travel throughout the United States.

"The comprehensive steps outlined in the Strategy and the continued commitment it pledges to the mission of Brand USA will be crucial to ensure the United States keeps pace with ever-changing and increasingly competitive global dynamics and firmly establishes itself as the premier world travel destination," said Brand USA Chairman Stephen J. Cloobeck. "Brand USA applauds the Task Force, specifically the co-chairs Secretary Bryson and Secretary Salazar, for its leadership in driving economic growth for our country through the power of travel and tourism."

The Strategy outlines steps the government will take to accomplish this goal, including:

Promoting the United States;
Enabling and enhancing travel and tourism to and within the U.S.;
Providing world-class customer service and visitor experience;
Coordinating with relevant agencies across U.S. government; and
Conducting research and measuring results.

Among the notable action items featured in the plan are improvements to U.S. visa policies and entry procedures, aimed at facilitating a more efficient flow of and smoother experience for international travelers visiting the U.S., and a government-wide effort to improve experiences while traveling within the country through innovative public-private partnerships, such as Brand USA.

Brand USA launched the first wave of its global campaign at the beginning of this month—in Canada, the United Kingdom, and Japan—to be followed by several other markets. The fully integrated campaign includes TV and print advertising, out of home elements (including bold signage in key metropolitan areas, mass transit, and even cinemas in some markets), as well as digital/social media. You can view the TV advertising via this link, which will take you directly to our YouTube channel entitled Your Discover America.

"When travelers experience a welcome reception and smooth processing at U.S. embassies and consulates and at ports of entry, they are likely to return – and encourage their friends and family to do the same," said Brand USA CEO James Evans. "This National Travel and Tourism Strategy, with its emphasis on cross-government coordination, will be critical to maximizing Brand USA's promotion efforts."

The travel and tourism industry has been a consistent driver of economic growth for the U.S. economy. A principal goal of this new strategy is to increase the number of international visitors to the United States from a record 62.3 million in 2011 to 100 million annually by 2021. It will further aim to see those visitors spend $250 billion in travel-related spending, thereby dramatically increasing U.S. exports and reducing the national trade deficit.

About Brand USA

Brand USA was established by the Travel Promotion Act in 2010 to spearhead the nation's first global marketing effort to promote the United States as a premier travel destination and communicate U.S. entry/exit policies and procedures. Formed as the Corporation for Travel Promotion, the public-private entity began operations in May 2011 and does business as Brand USA. Brand USA works in close partnership with the travel industry to maximize the economic and social benefits of travel. Through its call-to-action—DiscoverAmerica.com—Brand USA inspires travelers to explore the United States of America's boundless possibilities. For industry or partner information about Brand USA, visit www.TheBrandUSA.com. For information about exceptional and unexpected travel experiences in the United States, please visit Brand USA's consumer website at www.DiscoverAmerica.com.