In a recent study commissioned by the U.S. Travel Association, the United States has been ranked 17th out of 18 top travel markets for global competitiveness, sparking concerns over the nation's ability to attract international travelers. The findings indicate that the U.S. is at risk of losing a staggering 39 million visitors and $150 billion in spending over the next 10 years, primarily due to prolonged visitor visa wait times.

The report, conducted by Euromonitor International and Tourism Economics, highlights decades of underinvestment and a lack of strategic focus from federal policymakers as the root causes of the country's decline in global travel competitiveness. U.S. Travel Association President and CEO Geoff Freeman emphasizes the urgent need for the U.S. to adopt decisive measures to revitalize its travel economy and avoid falling further behind other nations.

Key Findings:

National Leadership: The U.S. ranks last in terms of government leadership on travel-related issues, lacking a dedicated minister of tourism. The absence of a fully funded Assistant Secretary of Commerce for Travel and Tourism position further hinders the development of effective federal policies to boost inbound visitation.

Brand & Product: While the U.S. remains a highly desired destination, it slipped to third place in total visitation, behind Spain and France. Safety concerns, measured by the World Economic Forum Safety and Security Pillar, placed the U.S. toward the bottom.

Identity, Security & Facilitation: Excessive visitor visa interview wait times and limited visa-free travel privileges contribute to the U.S. ranking last in this crucial category. Additionally, outdated security screening processes and customs wait times upon arrival further impede the nation's standing in terms of security and facilitation.

Travel & Connectivity: Despite maintaining its position as a global air connectivity hub, the U.S. faces challenges in other key areas, contributing to its overall decline in competitiveness.

Economic Impact:

The report warns of severe economic consequences, estimating losses of up to $227 million per year for each new international flight that Customs and Border Protection staffing shortages prevent. Inefficient aviation security screening processes could deter domestic travelers, resulting in potential losses of $7.4 billion.

Opportunities for Growth:

The study identifies opportunities for growth, including gaining 2.4 million more visitors in 2024 if visa wait times were unconstrained. Expanding the Visa Waiver Program (VWP) is also proposed as a significant tool in enhancing competitiveness, as evidenced by the program's success in boosting visitation from countries added between 2008 and 2014.

Seamless and Secure Travel Commission:

In response to the findings, the U.S. Travel Association has launched the Seamless and Secure Travel Commission, chaired by former Acting Secretary of the U.S. Department of Homeland Security Kevin McAleenan. Comprising former government officials and private sector experts, the commission aims to modernize the travel experience, enhance U.S. competitiveness, and facilitate growth. Policy recommendations are expected in autumn 2024.

Geoff Freeman concludes, "It is time the U.S. government collectively gets serious about establishing a metrics-based plan to claim our spot as the top destination in the world, which will pay dividends for decades to come."