23 JANUARY 2012

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Article from BTNews 23 JANUARY 2012

United States steps up tourism initiative

Under an Executive Order, signed by President Obama, the United States is to significantly step up initiatives to increase inbound tourism.  It is part of a US job creation scheme.  A Task Force, currently named BrandUSA, is being created to co-ordinate efforts.

According to official government figures the number of travellers from emerging economies with growing middle classes – such as China, Brazil and India – is projected to grow by 135%, 274%, and 50% respectively by 2016 when compared to 2010.  Nationals from these three countries contributed approximately US$15bn and thousands of jobs to the US economy in 2010.  In addition, Chinese and Brazilian tourists currently spend more than US$6,000 and US$5,000 respectively each, per trip.

The American initiative will be keenly watched by other countries greatly dependent on travel and tourism and will look towards the same for their own inbound growth.  In the 2011 fiscal year, consular officers adjudicated more than a million visa applications in China and more than 800,000 in Brazil, representing 34% growth in China and 42% for Brazil. www.thebrandusa.com

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