United kingdom Daily news: America launches its first ever tourism campaign to encourage visitors from abroad

Rabu, 02 Mei 2012

America launches its first ever tourism campaign to encourage visitors from abroad

America launches its first ever tourism campaign to encourage visitors from abroad

By Travelmail Reporter

PUBLISHED: 05:06 EST, 2 May 2012 | UPDATED: 05:06 EST, 2 May 2012

The U.S. has never had to rely on advertising to encourage visitors to its many iconic sites.

But in the 10 years since the 9/11 terror attacks its tourism sector has lost out to other destinations, thanks to complicated visa procedures and heightened security.

Now, in a bid to encourage more visitors from the U.K., Canada and Japan, the U.S. is releasing its first ever set of print, web and video adverts to showcase the best the country has to offer for foreign visitors.

Scroll down for video

Desert: Prospective tourists are getting a taste of America's landscape, population and culture in a campaign to try and save its declining tourism industry

Brand USA, a partnership of government agencies and private companies, hopes to give prospective visitors a taste ofÂ America's landscape, population and culture.

It's the first time that the U.S. has marketed itself as a tourist destination to people living in other countries.

Party: Brand USA is also working with government agencies to reduce wait times for visas and make other changes to encourage more international visitors

Misty: It's the first time that the U.S. has marketed itself as a tourist destination to people living in other countries

While tourism has increased globally over the last decade, the U.S. slice of those travellers has fallen, due to paperwork needed to enter the country and heightened security, which puts holidaymakers off.

So bad has the dip in tourism been that the 10 years after the attacks are often referred to as the 'lost decade' as the U.S. lost out to other countries.

Open road: The 10 years after the attacks are often referred to as the 'lost decade' for U.S. tourism, because new procedures drove millions of international travelers to other countries

Japan, Canada and the U.K. were chosen as the first targets for the tourism campaign as there are minimal travel restrictions in place for their nationals.

The print adverts will feature shots of various U.S. spots including New Orleans' French Quarter and the Redwood Preserve in California with the tag line 'Discover this land like never before'.

And the videos will use a soundtrack of the song 'Land of Dreams', with lyrics written and sung by Roseanne Cash, the daughter of country music icon Johnny Cash.

American daughter: The video ads feature a soundtrack of a song called 'Land of Dreams', with lyrics and music singer-songwriter Roseanne Cash, the daughter of country music icon Johnny Cash

Brand USA also hopes to extend its advertising campaign out to Brazil and South Korea, as well as other big-spending markets.

Brand USA is also working with government agencies to reduce wait times for visas and make other changes to encourage more international visitors.

Just a few months ago, for example, the wait for a Chinese tourist to the United States was about 180 days; now it is less than a week.

The group is operating with funds set aside two years ago under the federal Travel Promotion Act.

Open road: The print ads feature shots of various U.S. spots including New Orleans' French Quarter and the Redwood Preserve in California with the tag line 'Discover this land like never before'