CVB Travel: Travel promotion act would stimulate tourism

Susan Wade is the public relations manager with the Springfield Convention & Visitors Bureau.

The American Travel Promotion Act, stalled in Congress last year, is expected to be reintroduced this month.

Reps. Mark Foley, R-Fla., and Sam Farr, D-Calif., originally introduced the legislation in the wake of the Sept. 11, 2001, terrorist attacks. The congressmen introduced the American Travel Promotion Act to stimulate tourism that suffered because of the terrorist attacks and a faltering economy.

The original legislation called for $100 million in matching grants to be made available to states on a one-time basis. The disbursements would be based upon state tourism marketing expenditures.

"The grant money would have allowed Missouri to leverage our marketing dollars, effectively doubling our advertising effort to certain markets," said Missouri Lt. Gov. Joe Maxwell, vice chairman of the Missouri Tourism Commission. "We understand that Congressman Foley has indicated that he will reintroduce the legislation, and we are optimistic that, if passed, it will help states continue to grow this vital economic industry."

Additional funding for marketing would be a blessing for the state and Springfield, said CVB Executive Director Tracy Kimberlin.

"The state's marketing efforts, along with the bureau's efforts, bring visitors to Springfield," Kimberlin said. "More funding for the state means more visitors for Springfield."

The American Travel Promotion Act would help ensure the Missouri Division of Tourism's Cooperative Marketing Program remains intact.

The Springfield Convention and Visitors Bureau operating on a $2.1 million budget takes advantage of the Cooperative Marketing Program, and the bureaus marketing efforts would suffer if it were cut. Matching grants from the Cooperative Marketing Program provide a significant portion of the bureau's budget for advertising and programs designed to draw leisure travelers, business travelers, conventions and events to the city.

In fiscal year 2003, the bureau's applications were approved and the projects are being implemented. For convention marketing, the state provided $51,645 for a $103,290 project and $400,000 for an $800,000 advertising campaign. For fiscal year 2004, the bureau is applying for $60,000 to fund half a $120,000 convention-marketing project and $400,000 for an $800,000 advertising campaign.

Those marketing efforts are partly responsible for Springfield's continued travel and tourism growth.

While the national tourism industry is keeping track of the Foley/Farr bill, hoping for a one-time shot in the arm, the National Council of State Tourism Directors is exploring long-term solutions to revitalize the industry. The group is focusing on increasing the numbers of international travelers to the United States.

International travelers spend more money and stay longer than domestic travelers do; however, the U.S. market share of world arrivals has decreased 30 percent in the last 10 years. The council is encouraging the creation of a unified national tourism campaign funded through a public and private partnership.

"Missouri found a message that resonated with British travelers in recent years with our marketing campaign that focused on the "Real America,'" Maxwell said. "A national campaign to see America, or even the creation of a national tourism office, would help us leverage that message further."