Predicted slide prompts travel community calls to pass Brand USA renewal. The decline in market share represents losses to the U.S. economy of 14 million international visitors, $59 billion in international traveler spending, and 120,000 U.S. jobs.
But the market-share drop is now forecast to continue, dipping under 11 percent in 2022, the latest out-year in the U.S. Travel forecast. Other factors include ongoing trade tensions, which materially dampen the demand for travel, and stiff competition from rivals for international tourism dollars.
Barnes said the latest market share data makes passing that legislation more crucial than ever. Brand USA was authorized by Congress a decade ago as an answer to the aggressive tourism marketing campaigns by countries that compete with the U.S. for travel market share. Meanwhile, Brand USA’s work generates an overall return on investment of 25 to 1. Recapturing our market share should, by all rights, be a national priority”.