Friday, January 12, 2024
New report reveals U.S. ranks 17th, a mere 5.3% global travel market share, urging urgent modernization and strategic investment in tourism.
Today, U.S. Travel Association unveiled a report indicating that in a global comparison of top travel destinations, the United States places a disappointing 17th out of 18, as per findings from Euromonitor International. This is attributed to years of inadequate investment and a lack of strategic direction and collaboration at the federal level, causing the U.S. to lag behind other nations that are actively employing effective strategies to boost travel and economic growth.
Geoff Freeman, the President and CEO of the U.S. Travel Association, emphasized the urgency for U.S. leaders to take note of the proactive measures other countries are implementing to enhance and modernize their travel industries. Freeman advocates for the U.S. to pioneer a new era of efficient and secure travel, seizing the abundant opportunities to expand this vital industry.
The commissioned study aimed to comprehend the sluggish rebound of international travel to the U.S. and strategies for the country to better compete for global travelers in the next decade. Despite being a highly sought-after destination, the U.S. has dropped to third in overall visitor numbers, trailing Spain and France. In 2023, it welcomed around 67 million international visitors, a decrease from 79 million in 2019, and only 84% of its pre-pandemic level, significantly trailing the recovery rates of other countries. The U.S.’s share in the global market for long-distance travel slightly decreased from 5.4% in 2019 to 5.3% in 2023.
The study evaluated 18 leading travel countries, including the U.S., across four key areas: National Leadership, Brand & Product, Identity, Security & Facilitation, and Travel & Connectivity. The U.S. notably underperformed in National Leadership and Identity, Security & Facilitation.
In National Leadership, the U.S. ranked lowest regarding government leadership in travel-related matters and the strength of its national travel strategy. Unlike other top markets with a designated tourism minister, the U.S. has an unfilled and underfunded Assistant Secretary of Commerce for Travel and Tourism role. Unlike countries like Canada with robust national travel strategies, the U.S. lacks specific policies and funding to boost inbound travel. However, the U.S. scored well in travel promotion, partly due to Brand USA’s effectiveness and substantial emergency funding from Congress in 2022.
The U.S. remains a desirable destination with a variety of offerings and strong brand identity. However, it ranks lower in the safety category, as per the World Economic Forum’s Safety and Security Pillar.
In Identity, Security & Facilitation, the U.S. is hindered by long visa interview wait times and limited visa-free travel permissions. It ranks poorly in biometric security screening capabilities and customs wait times, impacting its competitiveness.
Despite this, the U.S. leads in global air connectivity, serving as a significant hub for direct and connecting flights.
Economically, the U.S. faces substantial risks from these shortcomings. For instance, a new daily international flight not accommodated due to staffing shortages at Customs and Border Protection could mean a yearly loss of up to $227 million. Inefficient aviation security processes might deter domestic trips, leading to a potential loss of $7.4 billion. Over the next decade, excessive visa wait times could result in a loss of 39 million visitors and $150 billion in spending. However, opportunities exist for growth, such as easing visa wait times and expanding the Visa Waiver Program (VWP).
Coinciding with the Euromonitor analysis, the U.S. Travel Association has established the Seamless and Secure Travel Commission, led by former Acting Secretary of the U.S. Department of Homeland Security Kevin McAleenan. This commission, comprising former government officials and private sector experts, aims to devise a vision and policy recommendations to modernize travel, increase U.S. competitiveness, and facilitate growth, with a report expected in autumn 2024.
Freeman asserts that the U.S. must actively engage in modernizing travel and develop a metrics-based strategy to reclaim its position as the world’s top destination, a move that would benefit the nation for many years.
Tags: Destinations, euromonitor, france, global travel, modernization, spain, Travel, travel industries, U.S.
Saturday, April 27, 2024
Saturday, April 27, 2024
Sunday, April 28, 2024
