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Brand USA need rebranding


The American Hotel & Lodging Association (AH&LA), which represents a lodging industry employing nearly 2 million workers in the U.S., is urging Congress to reauthorize the nation’s Brand USA campaign.

The call for action comes as the Senate Tourism, Competitiveness, and Innovation Subcommittee is set to hold a hearing on Thursday addressing efforts to attract 100 million visitors to the U.S. annually.

“Travel and tourism, which generates billions of dollars in annual revenue, is a key component of the nation’s economic foundation, and Brand USA has been crucial to maintaining that strength,” says AH&LA President and CEO Katherine Lugar.

“In recent years, Brand USA has provided the U.S. with a competitive edge and a promotional program that has successfully attracted and welcomed tourists from countries around the world,” adds Lugar. “The lodging industry urges the Senate to act quickly on the reauthorization of a program that is crucial to the continued strength of the nation’s travel and tourism sector and of our industry’s role as a driver of economic growth and job creation.”

The reauthorization of Brand USA could boost San Antonio’s multibillion-dollar hospitality industry. Local leaders have made it a priority to try and attract more international visitors.



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