U.S. TRAVEL AND TOURISM STRATEGY LAUNCHED

The Obama Administration recently launched a long-term roadmap for America's travel and tourism industry. The strategy establishes an overarching goal of increasing American jobs by attracting and welcoming 100 million international visitors by 2021, with an estimated annual spend of $250 billion. This compares with 60 million international visitors in 2010, spending $124.4 billion.
The plan lays out concrete steps to be taken in five areas which include;

• Promoting the United States
• Enabling and enhancing travel and tourism to an within the United States
• Providing world-class customer service and visitor experience
• Coordinating across government
• Conducting research and measuring results

It's notable that one of the actions to be undertaken is the establishment of a formal and inclusive leadership strucuture for travel and tourism within government, to coordinate with agencies and effectively implement the strategy.
The plan is certainly very ambitious. Hopefully, tourism policymakers on this side of the Atlantic have taken notice.