Congress to swell tourism ad budget

The US government will pour around US$65m (39m) a year into a new long-term campaign to market the US as a tourist destination – if a bill called the Visit USA Act gets the green light from Congress on October 11.

According to a spokesman for the US National Tourism Organisation, which is backing the bill, the organisation will be looking for agencies to promote the US in its key markets. The UK is considered the second most important market after Japan.

“If the legislation gets the go-ahead, we hope that public funding will be matched by the industry, which could increase our budget by 50 to 100 per cent,” says a spokesman for the USNTO.

Currently, different regions in the US are responsible for creating their own international campaigns. However, concern has arisen in recent years that the US is losing out to other destinations after its international tourism market share has dropped by some 17 per cent over the past five years.

USNTO is funded by the Travel Industry Association of America and was established to increase the US’s $80bn (47bn) international tourism market.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here