US to get first tourism agency

09 March 2010

The US government is set to invest $200m in an effort to attract more international tourists to the country.

The US senate gave the green light to the ‘Travel Promotion Act’ which will result in the creation of the first dedicated agency with the remit to promote the North American country abroad.

Unlike other countries the US does not have a central body that is tasked with attracting tourists; it has been historically left to individual states to promote themselves.

It is believed that the program will be run by an 11-member non-profit board with an executive marketing director. The group is not expected to be up and running for another five months to a year. However, it is believed that eventual advertising activity will be multi-platform and ad agencies will be approached for help.

Martina Lacey, London