Resurrection of American Tourism Post 9/11
I heard you calling from a stark, a river on through below heart. A thousand shades of something new, I cannot wait to pray for you…
These chartbuster lyrics are from the album “Land of dreams” sung by singer-writer Roseanne Cash. This is America’s attempt to replenish the lost vigor of American tourism industry. It is an endeavor to endorse the ‘Brand USA’. The album comprises magnificent landscapes of New Orleans and California. “Visit the land like never before” is the message that the American tourism authorities are willing to spread across, through the album “land of dreams”. Recently, America has launched a tri-nation advertising campaign including United Kingdom, Japan and Canada with an estimated budget of $12.3 million for the first three months. This music video is a part of this campaign.
There was a staggering down fall in America’s tourism industry owing to stringent visa rules and extremely tight security followed by the 9/11 WTC terrorist attack. In fact, the last decade will be registered as “lost decade” in the history of American tourism. Due to immense red tapism, tourists prefer other international locations, instead of spending their holidays in America. Moreover, the advantage of restrictions was reaped in by the various European and Asian countries substantially. Adding to the plight, almost around 6% share of globetrotters visited America last year. Even France witnesses better share of tourists as compared to the aforementioned statistics.
Now, America has adopted a new move which expresses to let bygones be bygones! These days America is busy welcoming the international tourists, leaving behind the bitter past. The promotional move from Southwest Florida tourism board is well appreciated from all the corners. UK, Japan and Canada are the smartly chosen destinations for the first phase of promotional activities, as these countries are the top contributors in relation to the number of tourists who visit America. In fact, Canadian boarders to America have topped the chart with an astonishing figure of $ 24 billion which they had collectively spent on their trip to America in the last fiscal year. The next phase of tourism advertising project will be launched in Brazil, South Korea and few other locations, simultaneously.Continued on the next page