Magazine article Marketing

Tourism Authorities in Fightback after Crises

Magazine article Marketing

Tourism Authorities in Fightback after Crises

Article excerpt

The US, Kenya and China are gearing up for major marketing campaigns as the travel industry begins to recover from the effects of war, terrorism and SARS.

Tourism authorities for, and operators to, all three destinations were finalising the promotional campaigns this week, with a combined spend approaching pounds 100m.

The US, whose tourism industry has been depressed since the terrorist attacks of 2001, has a marketing war-chest of dollars 50m (pounds 30.2m) to take advantage of a recent upsurge in interest in US travel.

Its tourism body, Visit USA, said web site and phone enquiries had seen 'a really marked kick' over the past month. It plans a wide range of activities, possibly under the 'See America' theme.

Alan Waddell, Visit USA's director of development for the UK, said it is not certain what proportion of the grant will be spent on the UK market, but is keen to take advantage of a strong exchange rate and post-war empathy between the two countries.

Meanwhile, Kenyan specialist tour operator Somak Holidays expressed delight at the decision by the Foreign and Commonwealth Office (FCO) to lift the six-week-long warning on travel to the country last week. …

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