Two simple solutions to America’s tourism problem

According to a tweet this week from the U.S. Travel Association, America has a tourism deficit problem. Put simply, those who once came here for their vacations are now increasingly going elsewhere.

This deficit accounts for billions of dollars in lost expenditures in the U.S. economy and associated job opportunities. We must reverse the trend.

But what can be done?

First, local governments need to be far more aggressive and clever in attracting first-time visitors to the United States. While the major tourist destinations of Florida, Nevada, New York, and California continue to thrive, other areas could do more to point out their unique attractions worthy of a visit. While it obviously costs money to launch effective advertising campaigns abroad, were more state governments willing to use advertisements to point out the direct monetary costs of a visit alongside the opportunities of making that trip, many more tourists would flock to our shores.

The key point here is that many first-time visitors don’t know how little it costs to travel to the U.S. for a 4 star vacation at off-peak times of the year. If we tell them, they will come.

Second, U.S. Customs and Border Protection officers need more training in civility.

This might seem like a simplistic concern, but speak to any European visitor to the U.S. and they will likely have a story of a CBP officer who was rude and unwelcoming. Don’t get me wrong, I recognize the importance of CBP officers who can intimidate potential drug mules or terrorists or serious criminals. Nevertheless, intimidation tactics should be applied only where the officer has a hunch of possible problems rather than as a governing rule. The challenge with the current approach is that it sets a very bad first impression for folks who have decided to come here for their annual vacation. Indeed, because of media presentations of the U.S. justice system, these first impressions can leave tourists quite shaken.

And as he launches this politeness reform, Trump could start by tweeting a welcoming message to the world!

I recognize that these are only two simple changes. Still, they would make an immediate difference.