You are welcome here—no really, you are, we promise—has been the predominant U.S. travel campaign theme of 2017.
The travel industry has been working overtime to offset a negative international perception of the United States since the presidential election. Cities such as Los Angeles, New York and San Francisco (to name a few) have invested in various versions of “Welcome” campaigns. In February, Hyatt Hotels launched the “World of Hyatt” integrated marketing campaign during the Oscars® broadcast, with a video celebrating empathy and multiculturalism. In June, Brand USA, the destination marketing organization for the United States, announced their “One Big Welcome” strategy, using personalized video invitations from “real people” to attract potential visitors.
Unfortunately, the President’s “America First” political message is translating to “America Alone” when attracting international tourism. According to the U.S. Department of Commerce, 1.3 million fewer foreigners visited the United States during the first half of 2017. The New York Times reported that European readers overwhelmingly cited the Trump administration and its policies as reasons for avoiding travel to the United States. And last month, the National Brands Index, a global survey measuring perception of fifty nations, saw the U.S. drop from No. 1 to No. 6, in overall nation brand.
International travel is America’s number one service export, boasting an $87 billion international travel trade surplus last year. In an article in Worth, Roger Dow, the president and CEO of the U.S. Travel Association writes, “The Trump administration has yet to convey a sustained message of welcome to international visitors. Long-term failure to do so will unnecessarily deter travelers, which could have disastrous consequences for the U.S. economy.”
While we wait….
Let’s take a look at a few of my favorite, inclusive travel campaigns of 2017:
Los Angeles: #EveryoneIsWelcome
Hyatt: “World of Hyatt”
San Francisco: #AlwaysWelcome
(Photo via NYCgo.com)