During the height of the COVID-19 pandemic, when global tourism was at a standstill, there was a lot of talk about international travel getting a fresh start and using this pause to make the world a better place to visit. Now, tourism is booming once again, and it’s clear we never really got the chance to orchestrate a methodical comeback. However, last week, the Biden Administration released its plan for the country’s approach to the future of travel.
Called the National Travel and Tourism Strategy, the goals are far-reaching. As the press release from the U.S. Department of Commerce states, the strategy hopes to promote the U.S. as a premier travel destination by broadening marketing efforts to encourage visitation to underrepresented communities. The policy also aims to ensure diverse and accessible tourism experiences with a focus on showcasing the nation’s federal lands and waters while protecting them for future generations. And it also looks to foster resilient and sustainable travel and tourism while reducing the sector’s contributions to climate change, among other goals.
It took a long time for politicians to understand the impact travel can have on the economic well-being of the country — too long ...
The U.S. Travel Association immediately sent out a release “applauding the ambitious goals” of the plan. However, as we implement this strategy, I hope policymakers utilize the expertise within our industry instead of relying on outside interests. It took a long time for politicians to understand the impact travel can have on the economic well-being of the country — too long, considering how overwhelming the evidence is. Given the importance of the market, it only makes sense to entrust the future of our strategy to the experts who manage all aspects of travel on a daily basis.
The National Travel and Tourism Strategy is a good — if long-delayed — first step toward a better future for tourism. Here’s to hoping we see continued momentum, and a true government partnership, in the months to come.
