A new report published by the World Economic Forum highlights the nation’s promotion of natural and cultural resources and commitment to sustainability and tourism.
Though it’s been a bumpy four years for the travel industry, international tourist arrivals are finally set to reach pre-pandemic levels in 2024. But continued global travel growth is far from a sure thing, thanks to inflation, climate change and geopolitical tensions, which keep the sector in a tenuous spot.
Yet, certain countries and governments have done a better job minimising those risks and maximising their travel and tourism potential, according to the Travel & Tourism Development Index 2024, which was published last month by the World Economic Forum. The index ranks countries around the world based on factors like safety and security, prioritisation of travel and tourism, air and ground travel infrastructure, natural and cultural resources and sustainability.
This year’s rankings saw Spain, Japan (last year’s winner), France and Australia ranked in the top five, and a newcomer at the top of the list: the United States, which outperformed the global competition with its scores for its business environment, air transport infrastructure and natural resources. The high scores are a reflection of the country’s robust infrastructure, ease of travel between cities, diverse natural and cultural destinations and traveller-friendly resources – such as guides to cities, parks and other attractions.
“While obvious reasons for this accolade exist, such as its diverse landscapes, natural beauty and cultural richness, the US also boasts a well-developed infrastructure supporting the travel and tourism sector,” says Anna Abelson, an adjunct instructor at New York University’s SPS Tisch Center of Hospitality.
That infrastructure bolsters a lot of spending power. According to the United States Travel Association’s (USTA) biannual US travel forecast, prior to the pandemic, international visitors spent $180bn in the US in 2019, generating nearly $2 trillion in economic output. To put that in perspective, France – the world’s most-visited country, which received 90 million visitors in 2019 compared to 79.4 million in the US – saw roughly $61bn (€56bn) in revenue from international tourism that year. While that $180bn number dipped during the pandemic, the USTA notes that visitor levels are set to recover by 2025.
Compared to other countries, the US federal government provides broad support for travel and tourism, especially in maintaining and regulating the strong airport infrastructure and airline industry. Yet, experts say much of the country’s travel and tourism success can be traced back to the diversity of its cities – both big and small – and the time and financial investment they’ve each made in crafting long-term sustainable tourism plans.
Broad appeal
With bigger budgets and staff, the US’s largest cities have made strong pushes to stay on the minds and the maps of international travellers – and those big bets are paying off.
“For decades, major cities in the US like [Las] Vegas and New York have taken a proactive and aggressive approach to marketing their destinations with strong branding in a way that lasts and resonates with consumers,” said Taryn Scher, founder of TK Public Relations, that represents destinations like Greenville, South Carolina, and Macon, Georgia. “You know the taglines. There’s no question this leads to increased tourism in their respective cities.”
The US’s global mega events – think Coachella, the Super Bowl and Mardi Gras – also draw visitors from around the globe, says Scher. The vast US National Parks System, whose 63 parks and 54 million acres (which is nearly as large as the entire United Kingdom), can’t be overstated in terms of its global appeal.
“The USA is blessed with more variety of landscapes and interesting cities than any country on the planet, from mountains, desert, tropics, swamp,” said Tim Leffel, author of the book and online resources The World’s Cheapest Destinations. “New Orleans, New York City, Santa Fe, Alaska and Florida are more different than most countries are.”
Think global, act local
Big or small, the US travel industry doesn’t see tourism as a zero-sum game.
The top 10 countries for tourism
- United States
- Spain
- Japan
- France
- Australia
- German
- United Kingdom
- China
- Italy
- Switzerland
Source: World Economic Forum’s Travel & Tourism Development Index 2024
“One of the driving factors to the success of the travel industry in the United States is the collaborative efforts between the local, regional and state tourism organisations,” said Danielle Borja, President/CEO of Visit Conejo Valley.
Sourse: BBC
