The Tampa Tribune - America and Florida's tourism and travel industry flourish through Brand US

Op-Ed

Florida -- the Sunshine State -- is one of America's best destinations for tourists. Its cities are steeped in history; its beaches bright and balmy; its national parks unlike any other; its world-famous amusement parks spread cheer across the state. From the Everglades to Harry Potter World to pristine beaches on the Gulf and Atlantic coasts, Florida has it all.

Tourism and travel employ over 1 million Floridians. In recent years, tourism to Florida has resulted in more than $70 billion for its economy. According to VISIT Florida, every 85 visitors to our state results in a new job created.

That is why I have introduced the Travel Promotion, Enhancement, and Modernization Act, which would extend the activities of Brand USA through 2020.

Brand USA is a public-private partnership that markets the United States as a tourism destination. Brand USA is supported by international visitors and private contributions -- not U.S. taxpayers.

The private sector contributes to Brand USA through cash and in-kind contributions. The public matching dollars -- up to a maximum of $100 million -- is funded by a nominal fee assessed on international visitors screened by the U.S. Department of Homeland Security's Electronic System for Travel Authorization (ESTA). Fees collected in excess of $100 million are returned to the Treasury for deficit reduction. Brand USA has returned over $50 million in FY12 and FY13 alone.

According to a recently published analysis by Oxford Economics, Brand USA's efforts were responsible for bringing over 1 million visitors to America last year -- many of whom visited Florida. These visitors would not have traveled here without Brand USA's marketing efforts. They spent $3.4 billion, a boon to the recovering economy. Brand USA spends less per visitor than most competitor nations, making its return on investment not only worthwhile, but just plain, good economic sense.

As Brand USA nears its statutory sunset date, Congress has begun to examine ways to help it further increase its efficiency and effectiveness in meeting its goal of increasing America's competitiveness in the global travel market. Beyond extending the program, the legislation adds numerous accountability measures. Despite the initial tremendous return on the investment, it is imperative that Brand USA is more transparent going forward.

America, and Florida in particular, heavily rely on tourism and travel. Through public-private partnerships and international tourism, we can welcome travelers to our country and Florida with open arms -- and thriving businesses! I love my country and my state. I hope my legislation and Brand USA can show tourists from around the globe just what makes Florida and our great nation so special.

Source