FOR IMMEDIATE RELEASE
Tuesday, September 5, 2006

U.S. Travel and Tourism Advisory Board Recommends New National Strategy to Attract International Visitors
Report Highlights Opportunities to Enhance America’s Image through Coordinated Marketing Effort, Hospitality at Borders

WASHINGTON, DC – The U.S. Travel and Tourism Advisory Board (TTAB) issued the report, titled Restoring America’s Travel Brand: A National Strategy to Compete for International Visitors, at the direction of U.S. Commerce Secretary Carlos M. Gutierrez in his efforts to strengthen U.S. competitiveness in the world travel and tourism market.

“Travel and tourism is a critical component to the U.S. economy and the industry has made great strides in recovering from the terrorist attacks on September 11, 2001. I look forward to continue working with the private sector to ensure our travel and tourism industry is healthy and growing,” said Gutierrez.

The Board’s strategy will be reviewed by the Tourism Policy Council, an interagency group that consists of 17 Federal Agencies, and is Chaired by Secretary Gutierrez, to address the issues affecting the competitiveness of the U.S. travel and tourism industry.

“Encouraging more people to visit the U.S. is in the national interest – not only because it will create jobs and revenue, but because it will have a positive impact on how people perceive us,” said TTAB Chairman Jay Rasulo, who also is Chairman of Walt Disney Parks and Resorts. “Secretary Gutierrez has challenged the industry to apply its best thinking toward how to achieve this goal, and we are pleased to provide him with our recommendations.”

The TTAB report made strategic recommendations in the following areas:

1. Making it easier for people to visit, while ensuring both hospitality and security.

2. Asking people to visit us, with a nationally-coordinated marketing program.

3. Measuring the economic impact of the travel and tourism industry.

The U.S. Travel and Tourism Advisory Board consists of 14 CEOs from many of the nation’s most prominent travel and tourism business and organizations. Secretary Gutierrez formed the TTAB in order to assess the current competitive environment for the U.S. travel and tourism industry. At the TTAB’s first meeting in January, Secretary Gutierrez asked the members of the Board to recommend a new strategy to compete in the international market.

Report on Restoring America's Travel Brand: A National Strategy to Compete for International Visitors