The first US tourism ambassador has visited the UK on a charm offensive, following a drop in visitor numbers to the country.
Nick Adams was appointed as the first-ever Special Presidential Envoy for American Tourism, Exceptionalism and Value two months ago by President Trump, to ‘showcase why America is such a great place to visit’.
International visitors to the US dropped by four million last year, down from 72.4m to 68.3m, according to the National Travel and Tourism Office under the US Department of Commerce.
There has been concern tourists have been put off, for example by reports the US plans to force visitors to submit details including five years of social media history. There have also been reports of tourists being arrested by Immigrations and Customs Enforcement (ICE).
But Mr Adams, who is in the UK this week on a media and public relations tour, insisted the US remains a welcoming destination.
He told Radio 4’s Today programme on Monday: “It’s true to say that demand fell last year but we are seeing a big rebound this year and we’re doing more to show what people are missing, to process people more quickly at the borders, to widen the very successful global entry programme.
“All of the data that is coming across my desk is showing an uptick [with] 3% more flights, one million more seats, higher visitor numbers, 5% forecast higher spend.”
He also took issue with figures released by the American Hotel and Lodging Association last month, which said bookings for the upcoming FIFA World Cup are well below expectations in almost every host city.
“The data I’m seeing doesn’t suggest that,” he said.
“The latest data shows that everything is on the up. Before these megaevents people wait for the last minute to buy their tickets and organise their travel. This is going to be a hugely successful World Cup and a hugely successful travel and tourism era for the United States.”
He said social media checks have not been implemented, although he did not say the plan has been scrapped.
“Some people may have been put off by talk of social media being checked for the last five years, but that plan has not been implemented and if you apply for an ESTA visa in good time then 99.9% of people will smoothly enter the USA without any issues at all.”
He said ‘one of the reasons’ he got the job was to counter ‘perceptions and misperceptions’.
“I want to make sure that everybody knows that if you come to the USA you will find it to be a safe place, you will not find it to be an expensive place, your visit will be seamless from the moment that you land.”
He also addressed the decision last July to cut tourism body Brand USA’s budget from $100m to $20m.
He said: “I work every day with Brand USA. They are still very active. They do great things. They are a very valuable partner.
“I have to make the case because unfortunately a lot of the media have been building this narrative that America is inhospitable, that it’s unwelcoming, and that’s just simply not the case and I would urge anybody who wants to know what visiting the US as a tourist is like to ask their neighbours, to ask their friends, to ask their business colleagues, to ask their work colleagues, who have recently been.”
He said four million British people visited the US last year and the UK is the US’ third biggest visitor market.
“We know the British will continue to put the US on their bucket list for travel,” he said.
He added he is in the UK ‘to showcase why America is such a great place to visit’.
“We want to welcome everybody from London, the UK and indeed the world to come and make lifetime memories as you visit the US, meet our incredible people, see our unmatched landscapes, and you will be remembering the trip for the rest of your life.
“I’m here to promote tourism and travel [and the] special relationship. The British people love coming to America and vice versa. British hotels need the American guests and we need you guys as well.”
