As of Jan. 1, the Travel Industry Association (TIA) and Travel Business Roundtable joined forces to officially become the U.S. Travel Association, a group that will serve as a more powerful voice for the nation’s $740 billion travel industry.
The U.S. Travel Association will represent leaders from nearly all major travel-related companies, state travel and tourism offices, dozens of the top U.S. convention and visitors bureaus and nearly all of the major travel associations.
The new organization will serve as the leading advocate for increasing travel to and within the United States and provide its members with valuable research, events and marketing.
The association’s President and CEO, Roger Dow, said of the move, “Travel supports nearly 18 million U.S. jobs that cannot be outsourced and contributes more than $100 billion in federal, state and local tax revenue. America’s travel community has created an organization that matches the power and scope of America’s travel economy.”
In addition to being the leading advocate for travel, the U.S. Travel Association will continue to provide its more than 1,800 members with a variety of other services, including:
• Original research and forums to highlight the power of travel for local economies, businesses and individuals.
• DiscoverAmerica.com, the first-ever official travel and tourism website of the U.S., which was successfully launched as a one-stop shop for international travelers promoting travel to America. It currently targets the five leading inbound markets which account for 75 percent of international inbound travel (37 million arrivals).
• Events including International Pow Wow, a three-day annual event that attracts more than 5,000 U.S. travel suppliers and international tour operators who hold more than 50,000 business meetings to bring international travel to the U.S..
• International travel development programs focusing on emerging markets, such as China. The U.S. Department of Commerce earlier signed a memorandum of understanding with Chinese officials to bring more tourism to the U.S. Spurred by TIA, China hosted a delegation of U.S. state tourism directors in November after the U.S. hosted a delegation of Chinese tourism officials last year.