Visitor industry fights federal travel marketing cuts

Hawaii’s visitor industry is joining nationwide partners in protesting President Donald Trump’s proposed fiscal 2018 federal budget, which would eliminate investment in Brand USA, the nation’s international travel marketing arm.

The idea behind Brand USA, which was created by statute in 2010 and funded through foreign traveler fees and private partners, was to collectively promote international travel to the U.S. in the post-9/11 decade so that large and small partners benefit.

The program was designed to help the U.S. travel sector rebound from 2001 to 2010, known in travel circles as the “lost decade” because travel losses cost the U.S. economy $606 billion and nearly half a million jobs, according to the U.S. Travel Association, a nonprofit travel advocacy organization. In the last four years, the nonprofit said, Brand USA brought more than 4 million extra visitors to the United States, who spent nearly $14 billion. These additional travelers generated nearly 51,000 additional jobs annually, nearly $30 billion in total direct and indirect economic impacts and nearly $4 billion in local, state and federal taxes, the nonprofit said.

While it’s hard for Hawaii to quantify how much of that money circulated through the isles, partners like Hawaiian Airlines, the Hawaii Tourism Authority, Marriott and Hilton say without the program Hawaii’s marketing efforts would grow more expensive and not reach as many potential visitors. That’s why HTA and the state Department of Transportation joined the U.S. Travel Association and more than 300 other travel businesses and organizations Monday to deliver a letter to key congressional committees that highlighted Brand USA’s importance.

“Since Hawaii is so dependent on international tourism, Brand USA is a huge voice for us,” said HTA President and CEO George D. Szigeti, adding that international visitors made up nearly 2.9 million of the 8.8 million visitors who traveled to Hawaii in 2016.

Last year, Szigeti said, Brand USA showcased HTA videos from Oahu, Maui, Kauai and Hawaii island on its website and international social media campaigns. Brand USA also organized two trips attended by 24 travel agents from the United Kingdom and Germany.

Jerry Gibson, area vice president for Hilton Hawaii, said Hawaii tourism would take a hit if Brand USA were eliminated.

“We definitely get a bigger bang for our buck and a lot more reach,” Gibson said, adding that Hilton also has partnered with Brand USA on familiarization trips.

Hawaiian Airlines said Brand USA helped expose the carrier to Chinese and Australian media, which could promote travel to Hawaii and U.S. mainland destinations. “Such joint promotions help all the businesses and people in Hawaii who benefit from tourism,” said airline spokesman Alex Da Silva.

Kelly Sanders, area managing director for Marriott Hotels and Resorts Waikiki, said Brand USA has done much “to improve the image of the USA with international visitors.”

“We will continue to support Brand USA and help where we can, but the possible defunding of this organization will impact all parts of the U.S. with less travelers coming to visit. This, coupled with the immigration ban proposed by the current president, will continue to impact the tourism economy,” Sanders said.