As more international travelers decide to skip the United States (US), 10 business associations, including the US Chamber of Commerce and the National Restaurant Association, have created a travel industry group aimed at reversing the growing unpopularity of the US as a vacation destination.
Historically, the US had only to sit back and let foreign tourists and their money roll in. Over the past few years, though, that gravy train has begun to dry up, a trend that accelerated as President Donald Trump began to make good on campaign promises to restrict immigration. As a result, businesses that make up the multibillion-dollar industry relying on that revenue have grown increasingly nervous.
So on Tuesday, some of its biggest players unveiled the “Visit US Coalition” to spur the Trump administration into enacting friendlier visa and border-security policies at a time when federal agencies are doing the opposite.
Since 2015, the US and Turkey have been the only places among the top dozen global travel destinations to experience a decline in inbound visitors, a time when other nations such as Australia, Canada, China and the United Kingdom have marked sizable gains. A strong US dollar has also contributed to this dynamic.
Last week, the Commerce Department reported a 3.3 percent drop in traveler spending for last year, through November, the equivalent of $4.6 billion in losses and 40,000 jobs. The US share of international long-haul travel fell to 11.9 percent last year, from 13.6 percent in 2015, according to the US Travel Association, a slippage the group said equates to 7.4 million visitors and $32.2 billion in spending. (The average “long-haul” visitor to the states spends 18 nights and $4,400, according to US Travel.)
“America isn’t winning when we’re falling behind our global competitors,” Roger Dow, US Travel’s president, said on a conference call to announce the new organization. He added that the group sees its initiative as complementary to increased border and travel security. “Our goal is to make America the most secure and the most visited country on Earth — and we can do both.”
Industry groups weren’t silent as America’s desirability among travelers began to decline, but the coalition represents a new determination to reverse the trend. The inclusion of broader business lobbies is “an attempt to graduate to a new level of urgency” for policymakers to arrest the problem, said Jonathan Grella, a US Travel vice president. The coalition plans to present specific policy changes to the administration, including efforts to speed visa processing times, that it expects will help boost tourism.