Travel Industry Applauds Bill That Would Renew Funding For Brand USA

Both the U.S. Travel Association and the American Society of Travel Agents (ASTA) today hailed the introduction of Travel Promotion, Enhancement and Modernization Act of 2014, which would reauthorize Brand USA—a non-profit, public-private partnership dedicated to increasing inbound international travel to the United States.

The program, according to Oxford Economics, generates an estimated $47 in economic benefits for every $1 spent on travel promotion. It is funded by international visitor fees and private matching funds, with no costs being borne by U.S. taxpayers.

The bill, co-sponsored by Sens. Amy Klobuchar (D-Minn.) and Roy Blunt (R-Mo.) and Reps. Gus Bilirakis (R-Fla.) and Peter Welch (D-Vt.), would reauthorize the program until 2020.

"Through partnerships with America's communities and states, Brand USA has been a powerful force in promoting our nation's destinations around the world and attracting more international visitors and their dollars," said Roger Dow, president and CEO of the U.S. Travel Association. "What's more remarkable, the program delivers these benefits all without costing U.S. taxpayers one dime."

In 2013, Brand USA increased inbound international travel to the United States by 2.3 percent, resulting in 1.1 million additional trips to America. The additional visitation spurred by Brand USA resulted in an estimated $3.4 billion in new visitor spending and $7.4 billion in increased economic output, supported more than 53,000 U.S. jobs and generated $972 million in local, state and federal tax revenue.

The program's impact is especially noteworthy considering that before 2010, the United States was the only major travel destination worldwide that did not have a national travel and tourism marketing organization.

Said Dow: "We have the evidence that states and communities stand to benefit immensely from the renewal of this tested, proven program. Thank you, Senators Klobuchar and Blunt and Representatives Bilirakis and Welch, for sponsoring this common-sense bill to ensure that Brand USA—which works for America—is here to stay. We look forward to working closely with Hill offices to pass this legislation this year."

ASTA also praised the announcement, saying it has been working with U.S. Travel and Brand USA to better promote the U.S. as a long-haul destination for global travelers. It's a market that increased by 61 million travelers from 2000 to 2010, yet international travel to the U.S. stayed flat over that period -- a stagnancy both groups say cost the U.S. economy billions of dollars.

“ASTA is proud to have nearly 800 international members who drive ‘inbound’ travel to the U.S., and as such strongly supports efforts to help the U.S. recapture our historic share of worldwide overseas travel. The Travel Promotion, Enhancement, and Modernization Act is essential to marketing the United States as a desirable destination for international tourists, conferences and business,” said Zane Kerby, ASTA’s President and CEO. “We applaud Representatives Bilirakis and Welch and Senators Klobuchar and Blunt for their bipartisan commitment to generating jobs and economic activity through increased travel. Every inbound international traveler stimulates the U.S. economy.