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Roger Dow, president and CEO of the U.S. Travel Association, issued the following statement today on the Country Brand Index (CBI) released by FutureBrand, in conjunction with Weber Shandwick's Global Travel & Lifestyle Practice. The index revealed that the United States is the world's top country brand for the first time in the fifth annual CBI, rising from the third spot in 2008.
"Perceptions of the United States are on the rise - a tribute to President Obama and the people of this great country. But if interest in the United States is growing, then policymakers should ask themselves why it is not resulting in greater overseas travel to our country. According to the Department of Commerce, August was the 10th straight month in which international travel spending in the United States declined. And 2009 will be the eighth straight year in which overseas arrivals fell short of pre-9/11 visitors to our country.
"According to the Country Brand Index report, the United States ranks #1 in brand image but remains in the bottom half of countries for 'ease of travel' to and within the country.
"It's past time for our country to make welcoming visitors a priority. These visitors are key to our diplomacy and economy. It's time for a fair and effective visa system that limits wait times and arbitrary refusals. It's time for an entry process that is the envy of the world in its use of technology and efficient screening. And it's time to welcome people to our shores by passing the Travel Promotion Act and promoting America as a premier travel destination.
"Our industry can create jobs and strengthen America's image in the world. The onus is on policymakers to work with this industry, tap into the global demand and welcome millions of new visitors to our great country."
The U.S. Travel Association is the national, non-profit organization representing all components of the $770 billion travel industry. U.S. Travel's mission is to promote and facilitate increased travel to and within the United States. For more information, visit www.ustravel.org.
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