U.S. Image Needs Boost to Foster Inbound Travel

Because recent surveys show the U.S. is suffering from an image problem overseas, the travel industry will need do more to help promote a positive view of the country, tourism leaders told attendees at the annual Travel & Tourism Conference here.

The industry must “accentuate and amplify those qualities about America that are still admired around the world,” said Keith Reinhard, chairman emeritus of DDB Worldwide, a New York-based advertising firm, and president of Business for Diplomatic Action. “This is where the industry can really help.”

Negative perceptions of the U.S. have been formulated over the past several years, if not decades, Mr. Reinhard said. Some began to form soon after the U.S. emerged as the last superpower, following the collapse of the Soviet Union.

Negative opinion solidified in the wake of the U.S.-led war in Iraq and the government´s more stringent, post 9-11 visa policies, along with other factors, which combined to further portray the U.S. as less welcoming to travelers, Mr. Reinhard said.

Mr. Reinhard added more needs to be done to create a welcoming environment in the U.S., where takes some inbound travelers as much as 100 days to get a tourist visa.

Authorities have proposed an industry-wide effort called Partnership for American Travel to raise $300 million, possibly with some funding from Congress, for a sustained inbound marketing campaign to better brand the U.S.

Along with raising the profile for travel and tourism, the industry is looking to establish a close relationship with government and White House officials.

Nevertheless, Mr. Reinhard pointed out it is likely that the travel industry will have to take the lead when in comes to bolstering the image of the U.S. overseas.