A new report highlights the country’s promotion of natural and cultural resources, as well as its commitment to sustainability and tourism.
The last four years have been turbulent for the tourism industry. Fortunately, by 2024, international tourist movements are expected to finally return to pre-pandemic levels.
But the sector remains in a delicate position. After all, inflation that has skyrocketed around the world, climate change and geopolitical tensions threaten the continued growth of global tourism.
According to the Travel and Tourism Development Index 2024, released in May by the World Economic Forum, some countries and governments have worked better than others to minimize risks and harness the potential of travel and tourism.
The index rates countries around the world based on factors such as safety, tourism priority, air and land travel infrastructure, sustainability, and natural and cultural resources.
This year’s ranking has Japan (last year’s winner), Spain, France and Australia in the top five. Brazil ranks 26th, ahead of our South American neighbors.
But the list has a new country at the top. The United States outperformed its global peers, with positive assessments of the business environment, air transportation infrastructure and natural resources.
The high ratings reflect the country’s strong infrastructure, ease of transportation between cities, the diversity of its natural and cultural destinations, and tourism support resources, such as city guides, parks and other attractions.
“While there are obvious reasons for this recognition, such as the diversity of its environments, natural beauty and cultural richness, the United States also boasts a well-developed framework for supporting the travel and tourism industry,” says the adjunct instructor Anna Abelson, from the SPS Tisch Hospitality Center at New York University.
This infrastructure attracts enormous purchasing power. The semi-annual travel forecast for the United States, compiled by the American Travel Association (USTA), indicates that, before the pandemic, international visitors spent $180 billion (about R$974 billion) in the United States in 2019, generating revenue for about $2. trillion (approximately R$10.8 trillion).
By comparison, the most visited country in the world, France, received 90 million visitors in 2019, more than the 79.4 million who traveled to the United States. And, that year, French revenue from international tourism reached around $61 billion (around R$330 billion).
Of course, U.S. tourism revenue has plummeted during the pandemic, but the USTA says visitor numbers are expected to recover by 2025.
Compared to other countries, the American federal government provides extensive support to the travel and tourism industry, particularly by maintaining and regulating strong airport and airline infrastructure.
But experts say much of the country’s success in tourism can be accounted for by the diversity of its cities, small and large, and the time and financial investment devoted to developing sustainable, long-term tourism plans.
Wide offer
With a larger budget and staff, the United States’ largest cities have focused their efforts on remaining in the spotlight of international tourists. And his huge bets are achieving their goals.
“For decades, major cities in the United States, such as Las Vegas and New York, have been proactive and aggressive in promoting their destinations, with strong promotion of their brands, so that consumers identify with them in a way lasting,” says Taryn Scher, founder of TK Public Relations.
According to Scher, global mega-events in the United States – such as the Coachella festival, the Super Bowl and Mardi Gras – also attract visitors from around the world.
And we can’t forget the immense national park system of the United States, with its 63 parks and approximately 22 million hectares (almost the size of the entire United Kingdom), which attracts visitors from all over the world.
“The United States is privileged to have a greater variety of scenery and to have more interesting cities than any other country on the planet, such as mountains, deserts, tropics and swamps,” says Tim Leffel, author of the book and portal The World’s Cheapest Destinations . “New Orleans, New York, Santa Fe, Alaska and Florida are more diverse than most countries.”
Think globally, act locally
“One of the key success factors of the U.S. tourism industry is collaboration among local, regional and state tourism organizations,” says Danielle Borja, president and CEO of Visit Conejo Valley.
Borja points out, for example, that the Visit California organization recently launched “The Definitive Playground” campaign to publicize outdoor, cultural and wellness activities across the state.
But the organization also provided an opportunity for industry partners like Visit Conejo Valley to highlight fun activities. One example is the new Star Wars exhibit at the Ronald Reagan Presidential Library and Museum.
Tourism promotion bodies also often collaborate with private companies, such as restaurants and private tourist attractions. This is another positive aspect of the North American tourism industry.
The World Travel and Tourism Council indicates that conflicts between the “executive” role of government and private companies can damage collaboration and misalign priorities, but this problem is less pronounced in the United States.
Scher also points out that the expansion of American cities that traditionally welcome fewer international tourists has increased the number of visitors.
“More recently, places like Tampa [Flórida]Savannah [Geórgia]Cincinnati [Ohio]Indianapolis [Indiana] and Louisville [Kentucky] they have found ways to spread their message to create brand awareness and they do so aggressively but strategically,” he says.
A veteran of the industry, where she has worked for 20 years, Scher believes the United States has managed to maintain strong tourism growth because offices in every state and city prioritize marketing work.
“We’ve seen a huge increase in interest in these smaller, lesser-known destinations,” he says. “They became popular during the pandemic, when people were looking for less crowded places to visit. And now, smart destinations that have seen this increase realize that there really is money in tourism.”
Investments don’t always happen overnight, but places like Charleston, South Carolina and Napa Valley, California have benefited from a long-term strategy and demonstrated how it can benefit a city’s entire economy.
“More visitors means more money at local restaurants, shops and hotels,” Scher points out. “Every dollar spent locally by visitors multiplies and stays in the community, which creates a huge direct economic impact. The tourism boom creates more jobs and opportunities in communities.”
Driving data
Leffel says part of the success of the U.S. tourism industry simply comes from good old-fashioned work ethics, organizational efficiency and reliable communications.
“US tourism boards respond to journalists, monitor marketing campaigns, attend conferences to improve their work, and find people to collaborate with,” he explains.
“They look at return on investment and what works so they can improve their campaigns the following year. They compare and look at what others are doing successfully. They regularly look beyond their boundaries and don’t settle for targeted marketing aimed at a domestic tourist in captivity.”
Leffel highlights the growth of the annual IPW conference, one of the largest travel trade shows. It is responsible for billions of dollars in future sales of North American tourism products, such as accommodations, destinations and attractions, to buyers such as international tour operators.
According to Abelson, US tourism offices and destination management organizations also tend to have reliable information centers, supported by a strong digital presence.
“Training and education for tourism professionals has evolved in response to industry needs and trends,” he says.
The pandemic has accelerated trends such as the adoption of travel technology (such as room service robots). Furthermore, new technologies such as artificial intelligence are expected to change the way tourists research and book their trips.
The United States often has the advantage of taking risks and adopting technology quickly compared to other countries.
Support for the tourism sector has also given impetus to training, carried out above all by organizations such as Brand USA and the North American Travel Association (USTA). They work to promote the United States as a major travel destination and publicize the country’s visa and entry policies.
The United States has never been known for its cunning, nor for small-scale actions. And when it comes to your tourist attractions, this formula is your strong point.
“When the United States adopts a trend, the country doesn’t stop until it’s saturated,” Leffel points out. “Check out the wine, craft beer and coffee, or the museums, concerts and children’s activities in the cities.”
“We only stop when we surpass everyone in quality or variety.”
Top 10 countries for global tourism
1. United States
2. Spain
3. Japan
4. France
5. Australia
6. Germany
7. United Kingdom
8. China
9. Italy
10. Switzerland
Brazil occupies 26th place.
Source: Travel and Tourism Development Index 2024, from the World Economic Forum.
Read the original version of this report (in English) on the site BBC Trip.
Source: Terra
Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.
