Brand USA is experiencing a significant crisis, with inbound visits projected to decrease by 5.1% this year. Cinzia Amadio of Roar Africa emphasizes that the marketing response must shift from aspirational messages to addressing visitor concerns directly. This crisis affects not only the economy—potentially losing $18 billion in spending—but also perceptions about safety and welcome. Gateway cities crucial to tourism must adapt their marketing to reassure potential travelers, as traditional aspirational campaigns may no longer suffice. It's a call for more human-centric marketing that addresses these important questions head-on.
In times like this, we need to shift towards reassurance because people are asking themselves: Am I welcome? Am I safe?
This is a moment for marketing to step up—not by polishing the message, but by facing the questions head-on.
Travelers want to feel seen and secure. Messaging alone won’t cut it; these questions need to be answered directly.
Inbound visits to the US are projected to drop by 5.1% this year, which could translate into an $18bn loss in international visitor spending.
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