Bruce Bommarito will leave his post as
director of the Nevada Commission on Tourism in December to become
vice president of international planning for the Travel Industry
Association, where he will spearhead efforts to promote the U.S. to
travelers around the world. He talked about the career move with
Travel Weekly Senior Editor Michael Milligan.
Q:
The idea of marketing the U.S. overseas has been problematic for
years, mostly due to the lack of funding.
A:
Most countries have fairly substantial budgets to market
themselves. In our country, we really don't have that. One of the
goals of the TIA is to work towards [better funding], but meanwhile
we have to do what we can within our own resources.
Q:
But doesn't that tie your hands right from the start?
A:
I don't look at it that way. Sure, we wish we were any of the
countries that have $200 million budgets. But even in the state of
Nevada, I don't have a huge budget, yet we were able to open a
major [marketing] door in China and we've made major process
towards working into India now.
Q:
Still, one of things you have going in your favor with Nevada is
people think Las Vegas and Reno and excitement. But when you are
marketing the U.S. as a whole, people overseas may have a negative
opinion about the U.S. Doesn't that make the job
tougher?
A:
It does. But one of the things that research has shown is that
people who have visited the U.S. have a much more favorable
impression of the country and its people than those who haven't
visited. So it is kind of a noble goal in its own way [to promote
visits to the U.S.]
Q:
At the same time, one of the big challenges in encouraging more
people to visit is tougher U.S. government policies regarding visas
and passports.
A:
I have been on the board of the TIA for five years, and I have been
the chairman of international strategic planning, and that is
something that we have really focused on, to have a louder voice
with government to let them know we need to have a team effort
here. Sometimes we do send some mixed signals.
Recently, we had
[tourism representatives from] over 30 states go to Washington and,
on the same night, have dinner with their congressional
delegations. I think that was one of the most effective events
we've had. One of the messages was, "Let's be more welcoming." TIA
could be a really good vehicle to accomplish goals.
Q:
Travel executives have said they get a sense that the Commerce
Department understands the travel industry. But does that mean the
Bush administration understands it when the industry points out
that tourism is very important to the economy and international
relations?
A:
More and more, I feel the administration gets it. When I first
started marketing [Nevada tourism] to China five years ago, I would
go into the embassy, talk to visa agents and they would look at you
as if to say, "You want people to come to the U.S. for what?
Tourism?" Some of the obstacles I found five years ago around the
world, I'm not finding anymore.
Q:
When talking with people overseas, do you get a sense that the
image of the U.S. is changing?
A:
I think it is starting to get a little better. We've taken a
beating.
Q:
So how will the TIA's international marketing efforts play
out?
A:
I don't think we will do any hard advertising at this point. I
think we will work more in the tour and travel markets and the
trade shows. Meanwhile, I've got a to-do list that will take up 12
hours a day between now and when I start on Dec. 1.
To
contact reporter Michael Milligan, send e-mail to [email protected].