US Travel Chief Urges Action to Secure Brand USA Future
The chief executive of the U.S. Travel Association has urged the industry to push through reauthorization of the country’s marketing body at the earliest opportunity.
Brand USA was created by the Travel Promotion Act in 2010, and is required to be reauthorized by the U.S. government every five years.
It was reauthorized a year early in 2015 — however, the future of the organization was cast into doubt after it was omitted from an initial budget from the Trump administration last year.
Speaking at the IPW conference in Denver, Roger Dow said: “The funding mechanism for Brand USA (the Esta fee on travelers from visa waiver countries) has been approved through to 2027 by Congress, which is huge.
“But under the proposals from the Trump administration, that funding is due to be put into a central pot, and we know that’s not good.”