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BW Businessworld

Destination US

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Bet you never thought you'd see this one. In the first-ever travel promotion programme in its history, the US will launch a $185-million campaign, targeted at the BRICS countries, to ‘brand' the USA as a travel destination.

The Corporation for Travel Promotion, a partnership between the travel industry and the federal government formed last year, is working with the US State Department to facilitate visa issuance, including online processing and more facilitation centres in these countries. "If implemented, this will be a great opportunity for relatives and friends of the Indians working in the US to visit our country," says Joseph McInerney, president and CEO of the American Hotel & Lodging Association, who is in India currently. There are nearly 3 million Indians living in the US.

It might be the right time too. With over 4.9 million hotel rooms, an occupancy rate of less than 60 per cent in 2010 is worrying for the $122-billion industry. If you do go, expect to spend about $4,000, say estimates.


An Argentina versus Venezuela football match in Kolkata on 2 September is expected net Rs 20 crore, thanks to Lionel Messi, the Argentinian superstar. That is almost double the returns from a cricket one dayer.

(This story was published in Businessworld Issue Dated 05-09-2011)