Destination Development and
Institutionalization Strategies
In the OIC Member Countries
119
4.2.3 The United States of America
Background
The United States is a well-developed tourist destination. It ranked 6th in the World Economic Forum Travel
and TourismCompetitivenessReport 2017. Its international tourist arrivals reached77.5million in 2016, and
its tourism receipts were $204.5 billion. 360 The top 5 source countries for the US are Canada, Mexico, the
United Kingdom, Japan, and China.361 With a large number of distinct destinations across its 50 states and 14
territories, the US has over 2,000 DMOs.362
Table 19: United States Competitiveness Statistics363
International tourist arrivals (million) 77.5
International tourism inbound receipts (billion) $204.5
Average receipts per arrival $2,639
Travel and Tourism% of GDP 2.7
Travel and Tourism employment (%) 3.8
Source: UNWTO 2017 Travel and Tourism Competitiveness Annual Report
The United States has strong global connectivity through air transport (it ranks 2 nd globally in air connectivity
in the Travel and Tourism Competitiveness Report 2017), and well-developed tourism infrastructure (3 rd
rank). The country has vast natural and cultural resources (ranking 10th and 13th consecutively). It offers a
business-friendly environment (16th) and qualified human resources (13th).364
Destination development institutional strategies
On the national level, there are three main entities that are responsible for tourism, each with a distinct area
of responsibility. Brand USA leads the country’s global marketing efforts, focusing on increasing inbound
travel to the United States. The US Travel Association advocates for the US travel industry in terms of
establishing pro-travel policies and removing travel barriers. It also provides research and networking
opportunities for the industry. The US Department of Commerce’sNational Travel and TourismOffice (NTTO)
is responsible for the development of tourism policy, providing technical assistance in expanding tourism
exports, andmanaging the travel and tourismstatistical systemfor assessing the economic contributionof the
tourism industry.365 366
360 Crotti, R., & Misrahi, T. (2017). The Travel & Tourism Competitiveness Report 2017. World Economic Forum, 2017. 336.
361 Peltier, D. (2017, July 20). International Tourism to the United States Dropped in 2016 [Web log post]. Retrieved from
362 Interview with CEO of SimpleView, destinations marketing technology solutions provider
363 Crotti, Roberto, and Tiffany Misrahi. The Travel & Tourism Competitiveness Report 2017. World Economic Forum, 2017, p. 336, The
Travel & Tourism Competitiveness Report 2017.
364 Ibid.
365 Brand USA (2017). Who We Are. Retrieved fro
366 National Travel and Tourism Office. (n.d.). Contact Us. Retrieved from