SHERIDAN, WYOMING – July 22, 2024 – The recent 14th U.S.-China Tourism Leadership Summit in Xi'an, China,has set the stage for a significant rebound in Chinese tourism to the United States. This high-level gathering, jointly hosted by Brand USA, the U.S. Department of Commerce, and the Chinese Ministry of Culture and Tourism, signifies a renewed commitment to fostering collaboration and growth within this vital tourism sector.
Revitalizing a Key Economic Driver
Prior to the pandemic, China was a major source of tourism revenue for the United States. In 2019, Chinese visitors spent an estimated $35 billion in the U.S., supporting millions of American jobs and contributing significantly to local economies nationwide. The summit, the first since 2019, aimed to rekindle this crucial economic relationship and facilitate the return of Chinese travelers to American shores.
“The return of Chinese visitors is not only a boon for the U.S. tourism industry but also essential for the broader economic recovery,” stated Chris Thompson, President and CEO of Brand USA. “This summit serves as a catalyst for reinvigorating this vital market segment and fostering deeper ties between our two countries.”
A Strategic Gathering of Industry Leaders
The summit brought together over 75 delegates from the United States, including high-ranking government officials and representatives from leading tourism organizations such as Destination DC, Hilton, and Marriott. The Chinese delegation, led by State Councilor Yiqing Shen and Minister of Culture and Tourism Sun Yeli, emphasized the mutual benefits of strengthening tourism ties.
Throughout the three-day event, delegates participated in insightful discussions on navigating the Chinese tourism market, identifying emerging trends, and developing effective strategies to attract and cater to Chinese visitors.Numerous memoranda of understanding were signed between U.S. and Chinese entities, signaling a strong commitment to collaboration and growth.
Promising Indicators of Growth
The outlook for Chinese tourism to the U.S. is optimistic, with a projected increase in weekly flights between the two countries. Brand USA's "Experience It All" campaign, launched this month, aims to further stimulate interest by showcasing the diverse attractions and experiences the United States has to offer.
A Shared Path Forward
The 14th U.S.-China Tourism Leadership Summit represents a significant step towards restoring and strengthening tourism ties between these two major economic powers. By fostering collaboration, exchanging knowledge, and investing in targeted marketing efforts, both nations are paving the way for a vibrant future of tourism that will benefit economies and cultures on both sides of the Pacific.
About Brand USA
Brand USA is the nation's destination marketing organization, dedicated to increasing international visitation to the United States through marketing and promotional efforts. By showcasing the diverse attractions, experiences, and cultural richness of the U.S., Brand USA aims to inspire travelers from around the world to discover America.