Brief Description
America’s Great Outdoors is already a powerful magnet for domestic and international visitors. Yet its potential is far greater — and can help bring dollars to communities across the nation and reduce the trade deficit. Simply stated, we have the world’s best and most diverse national parks, forests and wildlife refuges. Moreover, the diversity and quality of recreational activities possible in America exceeds those available in any other single nation.
U.S. efforts to attract international visitors are primarily by the airlines, hotel companies and destination resorts like Disney. Some states and cities have also become very active. The U.S. Travel and Tourism Administration (USTTA) is a contributing factor. Generally speaking, our cities are much more effectively marketed abroad than our Great Outdoors — largely because the recreation providers in the Great Outdoors are largely federal agencies like the National Park Service and small businesses like campgrounds and guide services. These interests are unable to be active in promotion of their offerings to the international market, whether by law or economics.
The United States should mount a very successful campaign to attract additional international visitors because of the convergence of short-term and long-term factors. Presently, U.S. vacations are very economical because of the valuation of the dollar relative to other currencies. Moreover, interest in the U.S. has been fueled by the dramatic increases in democracies around the world and the recent U.S. elections, which demonstrated how committed we are to peaceful changes in government. Longer-term, the U.S. has a blend of natural and cultural attractions which can be honed and utilized: our wide open spaces; our watchable wildlife; our “cowboys and Indians” lore; our rivers and mountains.
One of the most efficient ways to attract visitors would be through the use of widely recognized U.S. individuals: musical stars, actors, political leaders such as President Clinton. American music, television and movies reach virtually every community around the world. Media such as the CNN, MTV and Country Music TV networks could be utilized cost effectively to raise interest; USTTA leadership would be needed to galvanize the U.S. tourism and recreation industries to convert interest into visits.
Action Recommended
The new Under Secretary of Commerce for Travel and Tourism should be charged with the creation and implementation of an immediate campaign to attract international visitors to America from June 1, 1993, to December 31, 1994, and to integrate existing tourism / recreation information and marketing efforts. To help achieve a goal of increasing international vacationers, the USTTA budget should be increased by $20,000,000 to allow cooperative promotions and related activities — an investment which will be recovered through spending by additional visitors.
Fiscal Impact
Increase in USTTA appropriations above FY1993 by approximately $20,000,000. and continued additional funding if the program is successful.
Key Beneficiaries
Businesses in the travel and tourism and recreation businesses; U.S. economy, from reduction in balance of trade deficit; rural economies.
For Further Information
Travel and Tourism Government Affairs Council (Aubrey King) - 202-293-5407
The passage quoted above comes from a document titled:
"Outdoor Recreation in America: An Agenda for the Clinton - Gore Administration"
This agenda was written by the the American Recreation Coalition's - Recreation Roundtable and was presented to the Clinton - Gore Administration in February 1993.
The cover letter for this document is reproduced below. It is signed by Richard A. Nunis, Chairman, Walt Disney Attractions. It tells President Clinton precisely what Disney wants.
In 1998, Hillary Clinton announced the American Pathways 2000 program. This is precisely the program Disney requested in 1993.
Scott Silver, Executive Director,
Wild Wilderness
248 NW Wilmington Avenue, Bend OR 97701
Phone (541) 385-5261 E-mail: ssilver@wildwilderness.org