Speaking at IPW in Fort Lauderdale on Wednesday (20 May), Geoff Freeman, President and Chief Executive of the US Tourism Association, said there is “no one reason for the decline in numbers”.
However, he acknowledged a variety of reasons, including the strength of the US dollar, perceptions of the country, policy proposals and “horror stories” around entry to the country. “There are some valid concerns, there’s some misconceptions and, if we’re honest, there are some untruths out there as well,” Freeman told media.
The US tourism chief’s comments come after Brand USA launched its 'Get Facts, Get Going' initiative on Monday (18 May), a single-source platform providing accurate information for travellers heading to the US.
Freeman also addressed how the US Travel Association has been successful in delaying “unnecessary and damaging” entry policies, including the collection of social media information and $250 visa fees.
Despite the overriding concern, the US tourism chief highlighted how the US welcomed 68 million tourists last year – the third highest figure of any destination globally, with growth in visitors from Brazil, Argentina and Mexico.
New statistics were revealed by the advocacy organisation, stating 83% of travellers to the US feel “safe, secure and welcomed”.
Freeman acknowledged the Trump administration had also implemented positive steps to support the travel industry, including 5,000 new customs officers in American airports and the reduction of visa wait times globally.
UK and Ireland travellers were not recognised during the conference. However, pleas were made to Canadian travellers to return to the US, with inbound numbers from the country being the most damaging to US tourism, down by 22%.
