The Discover America Partnership, a trade
group formed by travel and nontravel companies whose goal is to
strengthen the image of the U.S. worldwide, has teamed up with Tom
Ridge, former secretary of the Department of Homeland Security, to
evaluate the U.S. entry process and its impact on visitors. Geoff
Freeman, the partnership's executive director, spoke with Travel
Weekly's Michael Milligan about the group's plans.
TW: What does the Ridge partnership mean
for your group?
Freeman: Ridge, who is the foremost expert
on securing this country, has heard what we are saying, and he is
saying, "I agree." He is saying we can find a way to strike a
better balance between secure borders and open doors. Right now, we
haven't struck that balance, and he wants to be a lead voice on
this effort and provide some concrete ideas for what we can do to
provide security in a more effective and efficient
manner.
TW: Does this mean Ridge will be in your
offices every day?
Freeman: No. He will be taking on a number
of efforts. But I know this is a high priority of his. He has been
very clear with me that he is only taking on projects that he is
very excited about, and this is one of them.
TW: Does Ridge intend to work with the
partnership in lobbying on Capitol Hill? Does he plan to testify on
its behalf at hearings?
Freeman: We'll see what opportunities
arise, but I think he will be a champion of this cause wherever
those opportunities arise.
TW: Is it odd that the first Homeland
Security chief, who was responsible for putting a lot of today's
procedures in place, is now saying that we need to do it
better?
Freeman: I think it is realistic. There is
a difference between procedure and the implementation of a policy.
We did what we needed to do to after 9/11 to secure this country.
That was the No. 1 priority, and there was nothing else in mind.
Looking ahead, what we want to do is [figure out] how we can
maintain that level of security and bring in more travelers. This
is the next evolution of security. We did the right thing for five
years. Now let's look ahead at the next five years and improve the
process.
TW: What kind reaction did you get from
policymakers regarding the results of your survey, which indicated
that the U.S. has a poor image?
Freeman: I think our survey showed we have
a huge problem here, that we have a missed opportunity since 61%
said that if they come to the U.S. they are more likely to have a
more favorable opinion of the U.S. and support its policies in the
world. It showed that relatively minor changes can make a big
difference. I think the survey was eye-opening, [causing people] to
take a second look at how we implement procedures.
TW: With Ridge on board, what will happen
next?
Freeman: We will do some analysis of what
other countries are doing, how effective they are and what the U.S.
can learn. We may do tours of some of these facilities.
TW: Has anything been decided with the new
leadership on Capitol Hill regarding hearings on
tourism?
Freeman: I will say that there is an
enhanced interest in making this a priority issue in the 110th
Congress, and we welcome that. I do believe there will be hearings.
I do believe there will be efforts to explore how we can get more
travelers into this country while maintaining, or perhaps
increasing, levels of security.
To
contact reporter Michael Milligan, send e-mail to [email protected].