Why Brand USA Matters to Broadway
6/2/17
Last week, as details of the Trump administration’s budget proposal were released, the travel industry was shocked to learn that Brand USA was slated to be defunded. Brand USA is a public-private partnership created in 2010 to market the United States as a travel destination.
Roger Dow, CEO of the U.S. Travel Association, said, “With all that’s going on in the world, unilaterally disarming the marketing of the U.S. as a travel destination would be to surrender market share at the worst possible time.”
Actually, Brand USA receives no federal taxpayer dollars. Its operations are supported by a combination of non-Federal contributions from destinations, travel brands, and private-sector organizations, plus matching funds collected by the U.S. government from international visitors who come to the United States under the Visa Waiver Program.
Broadway and New York City rely on the support from Brand USA to encourage travel to the United States. At a time when we struggle to have our welcoming message heard around the world, its especially sobering to think that the USA will become one of the few nations in the world without any national marketing initiative to extend our reach.
For more information, visit www.shubert.nyc.
Roger Dow, CEO of the U.S. Travel Association, said, “With all that’s going on in the world, unilaterally disarming the marketing of the U.S. as a travel destination would be to surrender market share at the worst possible time.”
Actually, Brand USA receives no federal taxpayer dollars. Its operations are supported by a combination of non-Federal contributions from destinations, travel brands, and private-sector organizations, plus matching funds collected by the U.S. government from international visitors who come to the United States under the Visa Waiver Program.
Broadway and New York City rely on the support from Brand USA to encourage travel to the United States. At a time when we struggle to have our welcoming message heard around the world, its especially sobering to think that the USA will become one of the few nations in the world without any national marketing initiative to extend our reach.
For more information, visit www.shubert.nyc.
Originally published in Broadway Briefing.