The U.S. Senate Committee on Commerce, Science, and Transportation convened on June 14, 2023, to discuss the oversight and implementation of travel and tourism legislation, with a focus on the recovery of the industry following the COVID-19 pandemic. The meeting featured testimony from Christopher Thompson, President and CEO of Brand USA, the nation's public-private partnership aimed at boosting international visitation to the United States.

Thompson highlighted the significant impact of the pandemic on the travel and tourism sector, particularly on businesses and communities reliant on international tourism dollars. He noted that Brand USA's funding model, which relies on contributions from state tourism offices and travel brands, was severely affected during the pandemic. However, the introduction of the Restore Brand USA Act in July 2021, which received bipartisan support, has provided crucial funding to help the organization maintain operations and support recovery efforts.

According to preliminary estimates from the National Travel and Tourism Office, the U.S. welcomed approximately 51.8 million international visitors in 2022, marking a 134% increase from the previous year. This recovery trajectory is expected to continue, with predictions indicating that international arrivals could reach 81% of pre-pandemic levels by the end of 2023 and potentially surpass 2019 figures by 2025.

Thompson emphasized the importance of ongoing marketing efforts to keep the U.S. top of mind for potential travelers. Brand USA has launched a new campaign in ten key markets, aiming to inspire consumers to visit the U.S. by showcasing the diverse experiences available across the country. Additionally, the organization is facilitating connections between local communities and international travelers, particularly in regions that may lack resources for sustained international marketing.

The meeting underscored the critical role of travel and tourism in the U.S. economy and the ongoing efforts required to ensure a robust recovery. As the industry continues to rebound, the discussions highlighted the need for strategic marketing and collaboration to attract visitors from around the globe. The committee's focus on these issues signals a commitment to supporting the travel sector as it navigates the post-pandemic landscape.