US officials are ‘downright rude’

When readers of the Daily Telegraph newspaper were asked shortly after the September 11, 2001 attacks whether security fears had made them think twice about travelling to the United States, a resounding 89 percent proclaimed no. But in a recent survey, 90 percent said they would avoid flying to the US.

The main reason wasn’t security fears, but belligerent US immigration officials, whom one Briton called ‘‘sarcastic, suspicious, patronizing, and downright rude.’’ International travel has jumped nearly 20 percent since 2000, but the trend has left the US in the dust.

The number of visitors to the US — 50 million last year — is just now regaining the levels achieved before 9/11, and the US share of the world travel market last year has slipped from nine percent in 2000 to six percent last year.

The image of US immigration officers is just part of the problems, tourism officials say. Many cite tough security measures — due to tighten even more next year — as the main culprit. Still others point to the US’s image overseas, largely a result of its foreign policy.

Whatever the reasons, billions of dollars are at stake, and leaders of the US tourism business have launched a Discover America Partnership whose goal is to lure more foreigners to the United States by promoting the United States’ image abroad.

‘‘Research shows that the best asset the US has in its effort to strengthen its image around the world is the US people,’’ said Geoff Freeman, executive director of the partnership, which kicked off last week in Washington.

Freeman cited studies showing that those who have travelled to the United States are 42 percent more likely to hold a favourable opinion of the US and Americans than those who haven’t.

‘‘If we are committed to strengthening our image, we must increase the number of opportunities for US natives to interact with citizens of other nations,’’ he said. The partnership would like to persuade either the government or the US tourism industry — or most likely a public-private partnership — to spend tens of millions of dollars a year on an international marketing campaign.

Walt Disney Parks and Resorts Chairman Jay Rasulo, who’s also chairman of the Travel Industry Association of America, pointed out that Australia spends US$100 million a year on efforts to promote itself overseas.
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