US industry experts tout travel as leading public dimplomacy tool
Wednesday, March 21, 2007
Leaders from the travel industry testified before a House Foreign Affairs Subcommittee that travel and tourism is America’s greatest tool for combating its increasingly negative image around the world.
Charles L. Merin, president of the Travel Business Roundtable and Geoff Freeman, executive director of the Discover America Partnership, asserted the need to enhance security at our borders while enacting policies to make the U.S. more welcoming to legitimate international travelers.
A consistently strong economic generator, the travel industry has lost 194,000 jobs; $25.9 billion in payroll; $94 billion in spending; and $15.6 billion in taxes to federal, state and local governments since 9/11. Nearly 60 million fewer visitors came to the U.S. over that period – whether for leisure, business, study or medical treatment – causing the U.S. to suffer great economic and diplomatic losses.
“Whether realities or perceptions, our country’s cumbersome visa policies and unwelcoming entry procedures are deterring would-be travelers from choosing to visit America,” said Jonathan M. Tisch, chairman and CEO of Loews Hotels and chairman of the Travel Business Roundtable.
“International travelers represent the opportunity to win the hearts and minds of people around the world. When travelers don’t come here, they learn about America and Americans through headlines rather than personal experiences,” said Merin in his testimony. “As a nation, we must recognize that the people-to-people communication generated through travel is our greatest public diplomacy tool.”
According to the Discover America Partnership, those who have visited the U.S. are 74 percent more likely to have a favorable opinion of America and Americans, and 66 percent of those who have visited are more likely to be supportive of U.S. policies.
“In a post-9/11 world, our nation’s security must always remain our number one priority. Travel and security, though, are not mutually exclusive. We call for strengthening America’s security, yet we insist that it be done with the right resources, new technologies and a focus on travelers as an opportunity,” said Roger Dow, president and CEO of the Travel Industry Association (TIA).
The Discover America Partnership, supported by TBR, TIA and the travel industry, have been lobbying Congress to create a 21st century visa system, modernize and secure our ports of entry, and change global perceptions of America through coordinated communications.
The hearing in front of the House Foreign Affairs Subcommittee on International Organizations, Human Rights, and Oversight was one in a series called by Subcommittee Chairman William Delahunt (D-MA) focusing on the public diplomacy challenges the U.S. faces around the world.
“We want to keep the bad people out, but we want to make sure every legitimate traveler has a positive experience in the U.S. and has good things to say about us,” said Delahunt during the hearing.
Theodore Koumelis - Wednesday, March 21, 2007
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maybe the bush administration awakes from its autism!