The United States and China Launch Cooperative Tourism Year
The “U.S. – China Tourism Year” officially is underway with both countries working together to increase mutual travel trade through enhanced travel and tourism experiences, cultural understanding and appreciation of natural resources.
The U.S. Department of Commerce and the China National Tourism Administration (CNTA) launched the tourism year at a Brand USA-hosted event in Beijing, China on February 29. Brand USA, the U.S. destination marketing organization and the leading private sector partner for U.S. efforts during the Tourism Year, planned the event following the September announcement from President Obama and President Xi about the bilateral initiative.
China currently is the sixth-largest source market for inbound tourism to the United States, and Brand USA projects that it could become the largest source market for travel to the United States within three years.
Participating in the official launch were 350 U.S. and Chinese tourism industry professionals and national and provincial government leaders, including Brand USA President & CEO Chris Thompson, U.S. Deputy Secretary of Commerce Bruce Andrews, U.S. Ambassador to China Max Baucus, National Travel and Tourism Office Executive Director Kelly Craighead, and Chairman Li Jinzao of the CNTA.
“The U.S. – China Tourism Year will foster continued tourism cooperation for both countries and help each leverage the power of travel and tourism as an economic driver,” Thompson said. “The initiative nurtures our ongoing partnership with a mutually beneficial focus on tourism for both countries.
The cooperative effort sets the stage “for great growth in Chinese visitation to all areas of the United States in 2016 and beyond,” Thompson added.
Besides increasing travel between the two countries, the U.S. – China Tourism Year creates reciprocal extension of short-term tourist and business visas issued to each country’s citizens from one to 10 years and reciprocal extension of student visa validity from one to five years.
Helping the U.S. travel industry to both attract and welcome Chinese guests is essential. To do that, Brand USA launched an interactive online toolkit that will allow U.S. destinations, companies and organizations to generate business and learn about China’s vigorous marketplace and vibrant culture.
The toolkit includes Brand USA’s China Market Guide, webinars on how to best market in China and utilize social opportunities. It also offers:
- Background information on the tourism year initiative
- Resources to better attract and welcome Chinese travelers
- Brand USA business strategies, cooperative marketing programs and opportunities
- Media and public relations tools
- A master calendar of events during the U.S. – China Tourism Year
- Capability to upload activities and events and access ‘China Ready’ resources
- Content and creative assets aligned to the China market
The toolkit is available at: http://toolkit.thebrandusa.info/US-ChinaTourismYear/and the Brand USA corporate website, www.thebrandusa.com.