The USA’s key destination marketing organisation Brand USA must be renewed next year, the World Travel & Tourism Council (WTTC) has urged.

Speaking at the inaugural North America Leaders’ Forum in New York City, hosted by NYC & Company, WTTC President & CEO Gloria Guevara called on the US Congress to ensure that the Brand USA program is not only renewed in 2020 but actively strengthened with full and necessary allocation of funding.

Guevara said, “WTTC offers unequivocal support to Brand USA, which in nine years has proven just how many benefits a country can reap by investing in its travel sector and planning strategically.

“Visitors to the USA provide extreme social and economic benefits to the country, contributing funding to public services, schools and police forces in top destinations. “The USA has a very competitive tourism product offering within the current global landscape, which is commendable, but it risks losing its competitive advantage should Brand USA ever be defunded.

“It is clear, then, that Brand USA adds real value to the nation it represents, and on this basis, WTTC implores Congressmen and -women across the board to take another vote of confidence on Brand USA next year, when it is for renewal, and ensure that it receives the full and proper funding necessary to attract visitors and maintain the momentum that has been built in international visitation.”

The World Travel & Tourism Council represents the global private sector of travel. Its North America Leaders’ Forum brought together over 150 regional travel leaders, CEOs, government officials, media and industry experts to consult on contemporary industry trends and promote collaboration between the public and private sectors.