The lifeblood of Guam's tourism industry could get a boost
from its American brethren-but there are some in the local industry call it the
fastest way to pull money out of our market to support the other struggling tourist
markets in the United States. There are
also many on Capitol Hill that want to see more tourists come to America, but not
taking a moment to appreciate what the U.S. Territories-specifically Guam-bring
to this collective effort.
The Travel
Promotion Act of 2010 was passed with much fanfare and a significant level of
support by the leadership in Guam. Equity in representation on the 11-member
Board of the Corporation for Travel Promotion was asked for by Former Guam
Governor Felix Camacho and Delegate Madeline Bordallo. The Obama Administration remained
silent. The leaders of Micronesia who
also have stake in the regional visitors industry lobbied heavily with the U.S.
Department o f Commerce for a say on the board as well. There was no answer from the Secretary's
Office.
The Board's main purpose is to promote foreign travelers to the U.S.,
which is expected to boost the economy, and provide information for
requirements to enter the United States. The public-private board is comprised
of representatives from hotel and hospitality groups as well as state tourism
members.
A majority of our over one million
visitors come to our shores from Japan. We rank second among all US Destinations
welcoming 40 percent of the 2.4 million Japanese tourists to America each
year. It would be of significant benefit
that the funds doled out to Brand USA have some play in Guam's major markets
and funded by the feds. Especially during these challenging economic times in
America that include the challenges faced with the U.S. federal budget.
Also, this
public-private effort was launched in response to the U.S.’s declining share of
global travelers in the first decade of the new millennium. It is reported that as the middle class
grows in developing economies around the world, millions of new travelers are
crossing national borders for leisure, family, business, scholarly research and
other types of travel every year. Those consumers of travel are now bombarded
with a litany of messaging from competing destinations like Australia, Mexico
and Turkey that influence their choice of travel. Brand USA is charged to
influence those consumers at the point of decision to travel to the U.S. In an editorial written recently by
California Congressman Sam Farr and Alabama Representative Jo Bonner, the two
argued that Brand USA should leverage the power of the travel industry and
government to grow the economy, create jobs and help balance budgets in all the
states. The two surmised that for every 33 new travelers to the U.S., one new
job is created. That translates to over half a million new American jobs thanks
to the 21 million travelers expected to visit the USA by 2016. The legislative
duo offered that such is, "a real economic stimulus that can be achieved
by simply putting out the welcome mat".
Where does that leave Guam? Out?
In? No real effort to engage this issue
facing our island today. Did I say that
Brand USA is funded by fees generated from the Visa Waiver Program. OK-so we have a Guam Only Visa Waiver
Program. But aren't we apart of AMERICA!
A little help goes a long way out here in the Western Pacific. Let's all keep a close eye on this way to
boost our economy.