Mar 19, 2022
New York State Tourism Has A Friend In Washington...
was the heading of our article on March 25, 2021 as we thanked Senator Schumer for his successful efforts to secure financial support for the tourism industry in COVID relief legislation. Once again the New York State tourism industry owes a major thank you to Senate Majority Leader Schumer.
Last week, President Biden signed the $1.5 trillion omnibus spending bill. The bill included the Restoring Brand USA Act, which provides $250 million in relief funding to the nation's destination marketing organizations. This outcome was due in large part to the continued efforts and attention of Senator Schumer whose team of advisors were in regular contact with industry leaders.
Win for the USA: The $250 million in relief funding to the nation's destination marketing organization is once again a recognition by Congress of the value Brand USA holds for travel businesses and local economies across the country. U.S. Travel Association President & CEO Roger Dow observed, "The inclusion of the Restoring Brand USA Act in the fiscal spending bill is a major win for the entire U.S. travel industry, which has suffered more than any other industry throughout the pandemic."
Win for New York State: Providing the emergency funding for Brand USA is critical for New York's economic recovery. "New York City's airports are the gateway not only to the world's greatest destination city, but the entire state and most of the mid-Atlantic region," notes NYS Travel Industry Association President & CEO Bob Provost. Nationally, a Brand USA program audit estimated the return on investment to be 25-to-1 or $25 travel dollars for every $1 spent in marketing. This is consistent with our (NYSTIA) 2019 Brand USA campaign outcome involving 31 participating NYS destinations. Our short-term tracking indicated a 24-to-1 ROI. Our elected leaders should take note that there was a $3-to-$1 ROI just in tax revenues."
Please join your fellow New York State tourism executives in sending a note of gratitude to Senator Schumer. CLICK HERE.