Tourism industry focuses on American music to draw more tourists

Thursday, February 15, 2018

America has always been musically rich and in its new documentary from Brand USA named “America’s Musical Journey”, they will feature it as a destination for the music enthusiasts.

Debuting on February 15 with a massive gala at the Smithsonian’s National Air and Space Museum in Washington, D.C., singer/songwriter Aloe Blacc will be seen exploring the rich heritage of American music and Morgan Freeman narrating the situations.

“It’s a great story-telling device,” Tom Garzilli, chief marketing officer for Brand USA, said of music. “It’s also what connects a lot of the world to us.” In addition to playing domestically, the film will soon stream online and play in theaters in Mexico City, Paris, Tokyo and Beijing.

This is the second film by Brand USA and the first one was released in 2016 which featured the national parks of America. It was seen by 4 million international travelers in theaters and online, Garzilli said. A survey of travelers who saw the first movie found that 81% said they are more likely to visit the U.S. after watching the movie, he said.

In 2016, the international visitation saw a certain decline which continued to drop more dramatically by 2017 as the U.S. Department of Commerce reported. Garzilli blamed it on the temporary economic factors for the decline, such as the strength of the U.S. dollar compared with foreign currency while other industry leaders blamed it on the stricter security travel measures.

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