Interview: US Travel chief executive Geoff Freeman

The chief executive of the US Travel Association believes the sector is gaining cut-through with the White House but warned there is a need to “flip the script” to avoid America being seen as an unwelcoming destination.

In a speech at the IPW conference in Chicago, Geoff Freeman said: “It is no secret, in some parts of the world there is a growing perception that visiting the US might be difficult or even unwelcoming. That perception is costing us.  

“We need to flip the script. We need to be loud and clear. America is open for business. We want your visit and we’re ready to welcome the world.”

Freeman said he was “especially encouraged” by progress on air traffic modernisation and planned improvements to the border process which suggested the White House “sees the value of travel and is interested in being a partner”.

However, he warned progress was “only a starting point” and added “we refuse to let travel be deprioritised”.

Speaking to Travel Weekly during the conference, Freeman reiterated his belief that the Trump administration including the president and vice-president “want people to come to America”.

But he said the industry had become “collateral damage” from rhetoric around travel bans and a desire to secure borders.

“There isn’t disinterest in travel in the US, in fact the opposite,” he said.

“The government is enforcing policies it has long had but the administration has not been as quick as it could be to clear up misperceptions and I would like to see greater partnership with industry to clear up those misperceptions.”

He added: “There are allies for the travel industry and the president and vice-president want people to come to America. We saw that clearly with the launch of the World Cup Taskforce and I was in the room with them for that launch.

“We want those leaders to say they want legitimate travellers. They were clear that day but that hasn’t always been the case.”

Friend or foe

Freeman said the US Travel team was making positive inroads with the administration, but said time was needed to gain trust and exert influence.

“With every administration you have to gain credibility and show if you are a friend or foe,” he said.

“Our team has done a fantastic job with various agencies and people at the White House have seen us as an asset. As you gain credibility you can have more honest conversations.

“Some administrations respond well to work in private and some in public. We are sharing more privately with this administration, but they know that we are working to try to solve problems.”

Freeman said he understood rhetoric from the White House was having a negative impact on perceptions in some markets. However, he warned some media coverage had the potential to undermine lobbying efforts.

“I have never dealt with so many reporters who are intent on writing a negative story,” he said. “The facts are that things are mixed, so to see that bias has been really disappointing. That may be contributing (to slowing progress).”

Brand USA funding

A key area of focus for the association currently is the funding of marketing organisation Brand USA, which is threatened with an 80% reduction in budget after a recommendation from the Senate Committee on Commerce, Science and Transportation.

Freeman said he was “cautiously optimistic” the cuts would be averted, saying the organisation had developed positive relationships with government departments including the Department of Transportation and also noting a full funding renewal was included in President Trump’s initial budget.

“Brand USA is critical and it is critical that it has a partnership with the federal government,” he said. “Now more than ever, Brand USA’s voice is needed.

“I am cautiously optimistic. There are many more proponents on Capitol Hill than opponents but unfortunately some of those opponents are in prominent positions.

“You need to remember that between 2017 and 2020, the President zeroed out funding (for Brand USA) in his budget every single year. That hasn’t happened and it is in his budget with full funding.”

Freeman said the industry had “activated like never before” to advocate for funding to be retained, adding “I believe our team is making strides”.

But he also said there could be “multiple bites of the apple” should funding cuts be pursued, including reviewing the applicability of the current reconciliation process.

Future outlook

Asked about future lobbying efforts, Freeman was bullish about US Travel’s impact but urged a sense of perspective.

“There was a time when airlines weren’t part of US Travel, even going into the pandemic, but they are now in lockstep as we pursue these issues. There is recognition that we are much stronger together than working in silos,” he said.

“These times are when an association is needed more than ever. The industry is seeking leadership and our team is doing a great job.

“I firmly believe you should never get too high and never get too low. Every administration has pros and cons and your job is to navigate that situation so the see-saw is more on your side than the other.”