A move by the US House of Representatives to eliminate financial support for Brand USA would be a “blow” to inbound tourism, says NTA president Lisa Simon.
Funding for the country’s first tourism advertising and marketing campaign targeting overseas visitors was eliminated in a 2013 budget bill passed by the House at the end of March.
But NTA is urging US representatives to re-evaluate their decision, which if cleared by the Senate and signed into law, would bring an end to the $100 million in matching funds used by Brand USA to market United States destinations internationally.
“Losing Brand USA would be a blow to U.S. inbound marketing efforts that are important to creating jobs, boosting the national economy and helping all of our members who benefit from overseas visitors,” Ms Simon said.
“This is a good time to re-emphasize the importance of tourism so the elimination of Brand USA will not be part of future versions of the budget.”
Funding for the program is currently derived from fees paid by international visitors from visa-waiver countries when entering the US, an amount matched by the private sector.Created in 2010 as the Corporation for Travel Promotion, Brand USA is set to launch its first marketing campaign in May.
Source = e-Travel Blackboard: M.H