THE trade is being warned it must help the new $6
million US marketing campaign succeed or face problems securing more long-term
funding to market the destination.
Speaking at the Visit USA Association
Forum, US deputy assistant secretary for tourism Douglas Baker said the
department of commerce had to be able to demonstrate the success of the campaign to push for more marketing cash.
The US Congress promised a $50 million budget for
international promotions last year but withdrew the cash in December, leaving
the department of commerce with just $6 million.
“We have to create a programme that shows the
importance of travel and tourism, not only to the US economy but to improving
the cultural relationship between the countries.”
He added: “We need to make Congress aware this is a
priority in order to have it funded year after year – we need to show it is a
success.”
The campaign will be launched at World Travel Market
in November. Consumer advertising, including television, will take place after Christmas
to hit peak booking times.
It comes as new visitor figures from the UK to the US
show a 19% rise in April compared to the same month last year.