The Madeleine Brand Show for April 24, 2012

US looks to claim world tourism title

Tourists pose for photographs in front o


Tourists pose for photographs in front of the New York Stock Exchange.

A stroll along the Seine, a picnic under the Eiffel Tower, gazing at the Mona Lisa in the Louvre - all part of the allure that has made France the top tourist destination in the world. Now, America would like to claim that title. So the federal government created an ad agency — Brand USA — to market the U.S around the world. Their first campaign, Discover America, debuted at an international travel convention in Los Angeles.

Tourism to the U.S. has dropped more than 6 percent over the past decade. Difficulty in obtaining a travel visa, concerns that the U.S is not as friendly as it used to be before 9/11 and competition from emerging markets such as Southeast Asia and China are all factors industry analysts cite to explain the decline.


Donna Quadri-Felliti, who teaches marketing at NYU's Tisch Center for Hospitality, Tourism and Sports Management.

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