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Contact: Jeffrey Stewart
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Travel Business Roundtable Hails Passage Of Unprecedented Tourism Marketing Campaign

Measure funds comprehensive branding campaign to market the United States as a travel destination of choice

Washington, DC, February 14, 2003 – The Travel Business Roundtable (TBR) today praised Congress for passing legislation that will provide funding to establish a campaign to promote the United States as a desirable travel destination. The language was included in the conference report for the Fiscal Year 2003 Omnibus Appropriations (H.J. Res. 2), which is expected signed into law by the President.

The provision provides $50 million to the Commerce Department, and authorizes the Secretary of Commerce to fund an advertising and marketing campaign – in consultation with the travel and tourism industry and state and local governments – that would encourage individuals to travel to the United States. The campaign represents an unprecedented comprehensive effort to brand and market the U.S. overseas.

“While tourism provided a $7.7 billion balance of trade surplus in 2001, it provided a $26 billion surplus in 1996. We continue to lose market share to our international competition, costing our country much needed revenue and jobs,” commented TBR Chairman Jonathan Tisch. “This legislation represents a crucial first step toward helping the United States regain that important market share.”

“TBR commends Congress for its efforts to help the U.S. regain its preeminence as a destination of choice, and particularly thanks Senate Appropriations Committee Chairman Ted Stevens for his leadership in creating this provision,” added Tisch. “With all that is happening in the world today, it has never been more important to show travelers the real America and all that we have to offer. TBR pledges its support and assistance in ensuring the marketing campaign’s success.”

According to the World Tourism Organization, the U.S. currently ranks third behind France and Spain among the world’s most popular travel destinations. Both countries have tourism ministries and spend tens of millions of dollars each year on overseas marketing efforts.

Since its inception in 1995, TBR has been working with congressional and Administration leaders to garner support for a comprehensive U.S. destination marketing campaign such as the one called for in the Omnibus bill.

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