Brand USA has unveiled its 2025 Board of Directors, with Elliott Ferguson, CEO of Destination DC, appointed as Board Chair for a one-year term. This new leadership aims to welcome 90 million international visitors by 2026, a year ahead of the original target set for 2027. The board includes notable members such as Danny Hughes from Hilton and Gus Antorcha from Princess Cruises. Their strategic alignment with the U.S. Department of Commerce’s National Travel and Tourism Strategy aims to achieve $279 billion in travel exports [3d19678f].
The U.S. Travel Association previously honored former Congressman William D. Delahunt for his role in establishing Brand USA, which has been pivotal in marketing the U.S. as a welcoming destination post-9/11. Under Delahunt's leadership, Brand USA significantly increased international visits, generating substantial economic benefits [06f461a4].
Despite the ongoing recovery from the pandemic, the U.S. travel industry currently ranks 17th among major international destinations. In 2023, the U.S. welcomed 67 million international visitors, which is only 84% of the pre-pandemic numbers from 2019. Long visa wait times and outdated airport screening technology have been identified as key barriers to attracting more tourists [153ded90].
A recent study commissioned by the U.S. Travel Association highlighted the decline of the U.S. as a global travel destination, citing decades of underinvestment and lack of federal coordination. The U.S. ranked last in government leadership on travel-related issues and safety metrics, with excessive visa wait times and limited visa-free travel options [e72451cb]. To combat these challenges, the Seamless and Secure Travel Commission was launched to modernize the travel experience and enhance U.S. competitiveness [2bbcf330].
The U.S. Travel Association warns that if visa processing times remain extended, the U.S. could lose 39 million visitors and $150 billion in spending over the next decade. The association is advocating for faster visa processing and a renewed focus on attracting foreign visitors [7ebfccf8].
In a recent event titled 'Travel Works for America Power Hour' held in Gettysburg, U.S. Congressman John Joyce met with local travel and business leaders to discuss the importance of travel in boosting the local economy. Key issues addressed included reducing visa wait times and enhancing travel safety measures [900871d1].
Fred Dixon, who has been appointed as the new President & CEO of Brand USA effective July 15, 2024, is expected to lead the organization into its next growth phase. Dixon's experience in the travel industry positions him well to drive initiatives aimed at increasing international visitation [eaa213d0].
The challenges faced by the United States in attracting international visitors underscore the need for decisive action to improve its competitiveness in the global tourism market. The initiatives outlined by Brand USA and the U.S. Travel Association are crucial steps towards revitalizing the travel sector and ensuring its contribution to the American economy [2bbcf330].