Redefining America At Home and Abroad -- A Call to Action
FOR IMMEDIATE RELEASE
APRIL 20, 2005
CONTACTS:
Debra Kelman Loew (TBR) (212) 794.3577
Cari E. Guittard (BDA)(415) 608.0806
Redefining America At Home and Abroad
A Call to Action
Tourism Summit in Washington, DC Focuses Spotlight on America¿¿s Deteriorating Image Abroad and What Industry & Government Can Do to Reverse Anti-American Sentiment
WASHINGTON, D.C. ¿o An unprecedented number of senior executives from leading travel and tourism companies will gather today with high ranking government officials at the third annual National Travel & Tourism Summit to address the challenge of redefining America at home and abroad in a post 9/11 environment.
The intensive day-long conference is being co-hosted by Jonathan M. Tisch, chairman, Travel Business Roundtable (TBR) and chairman and CEO, Loews Hotels, and Thomas J. Donohue, president and CEO of the U.S. Chamber of Commerce. The event is focused on mobilizing and engaging the travel and tourism industry to help repair America¿¿s deteriorating image abroad, the impact of which is already being felt by many US based tourism related companies.
"There's a new global conflict confronting America that traditional military and law enforcement approaches are powerless against: it's a war of ideas, perceptions, and mass media communications,¿¿ notes Tisch. "That battle is made more difficult by the assertion from many around the globe that Americans don't care what the world thinks of us. Such a perspective in a post 9/11 world is not only naive but also dangerous. The travel and tourism industry is an untapped force that can play a pivotal role in improving the U.S. image around the world by inviting visitors from near and far to experience who we really are and for what we really stand."
As the nation's third largest retail industry, second largest employer and the number one services export, travel and tourism has the potential to help break down barriers, eradicate prejudices and promote a greater understanding among peoples. In that regard, the industry is uniquely positioned to influence the hearts and minds of international travelers, and the current weak dollar makes this an opportune time to encourage people to visit our country.
A Call to Action
At the Summit, industry leaders will discuss the need for the private sector to take the lead in public diplomacy efforts and marshal its creativity and resources to help combat negative perceptions of America and Americans abroad. To underscore the industry¿¿s commitment to these efforts, the closing keynote remarks will be made by Keith Reinhard, Chairman of DDB Worldwide and President of Business for Diplomatic Action, a non-profit, non-partisan organization dedicated to mobilizing and harnessing the private sector to reverse the alarming decline in America¿¿s reputation.
¿¿By gathering here today and issuing a call to action we recognize that this is not about putting America back on a pedestal, but about reforming our approach to the world, influencing behavior first, and only then affecting perception in the long term by our influence and example. Who better to lead this charge, to empower and encourage a global mindset, than the talented men and women of the travel and tourism industry who are truly at the front lines of this issue each and every day,¿¿ noted Reinhard.
During his remarks Reinhard will also provide an update on BDA¿¿s engagement on the issue and define areas of collaboration and action for the private sector. In addition he will preview results from a recently completed Zogby research study that surveyed senior executives from many of the largest, most iconic American multinational companies on their perspectives of the issue of rising anti-American sentiment abroad. The findings indicate the gravity of their concern for these issues as its seriousness ranked on average a 3.5 on a 5 point scale, not a melt down but clearlyy an ¿¿orange aleeeert¿¿.
¿¿It is no longer a matter of whether or not this is a concern for U.S. multinational companies,¿¿ issued Reinhard, ¿¿but rather a recognition that this is a growing threat to our economic well being as well as our national security; the private sector must engage. We would hope at the end of all of our efforts we will see the day when America is once again admired as a popular global leader and responsible global citizen, respected not only for its ability to change the world for the better but also as a beacon of progress and prosperity for all.¿¿
To that end, discussions will also focus on how new policies introduced by the Departments of State and Homeland Security are impacting inbound travel by making travelers from abroad feel as if they aren't wanted in the U.S., and how we as a country can more effectively communicate our desire to welcome them, even while maintaining increased security. The need to promote inbound travel has never been more important as international arrivals have dropped from a record high 50.9 million in 2000 to 40.4 million in 2003, and the trade surplus generated by the travel industry, which peaked at $26.0 billion in 1997 plummeted to $2.6 billion in 2003. The U.S. is now the third most visited destination behind France and Spain.
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The Travel Business Roundtable (TBR) is a CEO-based organization representing all sectors of the travel and tourism industry. In addition to airlines, car rental companies, travel management agencies, hotel chains, resorts and theme parks, TBR's membership roster also includes such entities as The Coca-Cola Company, USA Today, the National Football League, the U.S. Conference of Mayors and the U.S. Chamber of Commerce, demonstrating the broad scope and diversity of the industry. In 2003, travel and tourism was the nation's third largest retail industry generating $555 billion in travel expenditures and $94.7 billion in local, state and federal taxes. For more information, visit www.tbr.org.
Business for Diplomatic Action (BDA) is an initiative directed by a task force of preeminent global communications, marketing, political science, research, media, and multi-national corporate executives. BDA aims to engage and mobilize American companies and individuals to the need to become better global citizens, and to enlist the US business community in specific actions and initiatives aimed at measurably improving the standing of America in the world. For more information on Business for Diplomatic Action, visit www.businessfordiplomaticaction.org.
