Hotelie Magazine

Hotelie Fall 2012 no classnotes

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Industry Focus A welcome strategy for America by Sandi Mulconry F rom 2000 to 2010, the world discovered travel and tourism. Thanks to a growing middle class in Brazil, Russia, India, China, and other countries, world travel increased by 40 percent. But after September 11, 2001, the United States got left behind. During that same period—as other countries stepped up their marketing efforts and made it easier for tourists to visit— worldwide overseas travel to the United States grew by just one-and-ahalf percent. That caused a 30-percent drop in market share—from seventeen percent to less than twelve percent. "In the well intentioned need to protect America after 9/11, we put many measures into place, the fallout of which was a loss of market share," said Roger Dow, president and CEO of the U.S. Travel "We had to convince Congress of the importance of a national tourism campaign." 20 School of Hotel Administration Association. "If we had just grown at the same rate as the rest of the world and kept our share from 2000, we would have had another 78 million people visit the United States, spending $606 billion in the U.S. economy, adding $37 billion in new taxes, and employing 467,000 Americans. That's a big opportunity lost." The decade's losses weren't confined to hotels, restaurants, and other tourist expenditures, either. Dow said that international attendance at conventions and trade shows fell by 20 to 25 percent. "There were a phenomenal number of deals that weren't done and American products that weren't bought." "After 9/11, the entire travel industry took a nosedive, as did the number of inbound travelers into the United States," said Marlene Colucci, the American Hotel and Lodging Association's executive vice president in charge of public policy. "As an industry, we knew we had to turn things around. We had to convince Congress of the importance of a national tourism campaign, that it could be done without U.S. taxpayer money, and that it would indeed result in an economic benefit for the entire country. Everyone was really focused on the fact that bringing

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