U.S. invests $ 12.3 million in unprecedented campaign to promote tourism

United States has opted to advertise as a tourist destination in foreign markets for the first time in its history and source markets that started with Japan, Canada and the United Kingdom and began receiving the first marketing campaign designed to driveinternational tourism in America.

The company Brand USA, a consortium created by government agencies and private companies to operate as the ministries of tourism in countries like Ireland, Italy and Israel, is responsible for creating advertisements in print, online and video of the campaign.

It is estimated that investment in this campaign is U.S. $ 12.3 million in three months and then it will be directed to Brazil and South Korea.

Although the U.S. has reported record revenue’s of tourists in the last decade, the number of travelers entering the United States has declined, largely due to the complicated procedures for obtaining a visa and to increase safety standards implemented after the attacks of September 11, 2001.

United States received a 17% share of world tourism spending in 2000, but currently only reaches just over 11%. About 6% of international tourists visited the United States last year, a figure lower than that of France.

10 years after the attacks on the twin towers of New York are frequently referred to as the «lost decade» for the U.S. tourism industry, as new procedures away millions of travelers.Many European countries have benefited from increased restrictions in the U.S.. For example, more Chinese tourists going to France each year than the United States.

Japan, Canada and the UK were selected for the first round of promotion because the more affluent tourists visiting the United States come from these countries, which also weigh less restrictions. Canadians, the largest foreign consumers within U.S. borders, spent U.S. $ 24,000 million last year.