Essay Sample on Declining US International Tourism: Statistics, Reasons & Solutions

Introduction

According to Tariro (2019), the U.S. tends to be losing its market share among the global destinations following the worldwide travel statistics concerning the year 2018. Considering that the overall international travel comprises of 6 percent on an annual basis, it is apparent that trip to the U.S. from the outside continent ought to have risen by two percent. In the year 2018, the United States unrelenting ended up losing market share even as global travel prolonged (Tariro, 2019). The point worth noting is that 2 percent growth sounds not very bad. However, when it comes to abstract, the fact is that it remains pretty paltry when compared with the arrivals to Asia and Europe six percent and the Middle East 10 percent(Tariro, 2019). There seems that the global market is affected by the triad of factors. The global economy appears to be going slow, and a number of the currencies tends to have weakened against the dollar, besides U.S. policy together with rhetoric have destroyed by the sentiments.

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As noted by Tariro (2019), the Commerce department's national travel and the Tourism office, about 80 million foreigners visited the United States. However, according to the Travel Association of U.S. The share of the Americans international travel decreases to 11.7 percent from 13.7 percent recorded in 2015. Reasons for the decline include stand attributed concerning string dollar, hence making the U.S. more expensive for foreigners. The other reasons contributed include the trade war between U.S and China, limited support for the marketing institutions by government, long visa-processing times, and safety concerns among the global travelers regarding mass shootings.

Who Is Responsible For US Tourism Market Marketing and Problems Facing Agency with Marketing US

National tourism board also referred to as the Brand USA, is responsible for marketing U.S. tourism and is sustained via a public-private partnership. Brand USA sells the U.S. to travelers directly via attendance of trade shows, partnering with tourism operators and media, and educating concerning American destination. In the tourism and hospitality sector, effective services marketing demands marketers to have solid comprehension about the differences between the marketing of the services and goods. Agency Organizations responsible for marketing U.S. uses market research in learning the behaviors and preference of the leading customer segments (Tariro, 2019). Via the process of strategic planning, organizations together with the destinations come up with marketing orientation developed in identifying the needs of the customers besides triggering their wants even as they strive in meeting the objectives of the organization.

The design of the activities entails supporting integrated marketing communications across various platforms having reciprocal interactions. It means the aspect of not just broadcasting information instead of having conservations with clients. Savvy marketers leverage such conversations, thereby keeping up evolving with the interests of the customers and the same time seeking comprehension of the emerging trends to anticipate wants and needs. It is within the knowledge of engaged, marketed that social media, along with integrated marketing communications complemented with outstanding customer service and ultimately supporting marketing strategy (Tariro, 2019). As noted, limited support, particularly funding for the marketing institutions by the government, poses a significant challenge for Brand USA.

Markets Most Attractive To US and How They Are Targeted

According to Tariro (2019), most attractive markets for the U.S. would include Brazil, Israel, and Poland most appropriately if they were to be engaged and targeted via the visa waiver program. The reason for choosing these markets is because it would be easier for legitimate travelers to enter into the U.S., visit, shop in stores, and consume in the country's hotels and restaurants.

How Government Policies Increase/ Decrease Tourism

Tariro, (2019) noted that government policies on foreign traveling can increase tourism if the government does not discount bureaucracy, thereby easing the requirement of visa as a key-value driver of traveling. A good specific example of how this policy can increase tourism is in regards to Brazil, which in 2018 adopted e-visa program to make requirements for foreigner easy. It is in the record that 538,532 visitors traveled to Brazil from the U.S., representing an increase of 13.3 percent from the year 2017. The challenge of getting a visa in the U.S. has the likelihood of letting potential tourist prefer visiting other countries. Trump nationalism, along with its manifestation in policy tends to be hurting the tourism sector.

Example of Effective Promotion Campaign of Tourism Targeting Global Tourists

An excellent example concerning an effective tourism promotion campaign pointing worldwide tourists needs for than just "setting it and forgetting it" mentality. The fact remains that studying the challenges involved in the tourism promotion, thereby applying an innovative solution to a great extent assist in the attainment of desired results of brand promotion. As noted by Tariro (2019), some of these examples include;

Creating a unique selling proposition (USP): concerning this, the point is that setting a crowded market place calls for a unique selling proposition aimed at attracting travelers across the globe.

Creating amazing experiences for traveling. In the present day, travelers desire experiences and not necessarily vocation destination. Working with influencers towards creating customs video together with images has the capacity of showcasing one's skills.

Reinforcing marketing strategy via a combination of techniques. It is critical to amplifying the efforts of SEO or else designing new experiences about traveling, thereby strengthening marketing efforts using the integrated multi-channel method.

Reference

Tariro Mzezewa (2019) 'Trump Slump' in Travel to U. S.? Not Quite. Retrieved from

https://www.nytimes.com/2019/09/04/travel/update-trump-slump-travel.html