The United States of America is a vast and diverse country, known for its natural beauty, cultural landmarks, and bustling cities. As a result, tourism has always been an important industry for the country.
The US tourism industry has come up with various slogans over the years to attract visitors from all over the world. In this article, we will explore what is currently considered to be the US’s official tourism slogan.
Discover America
The current tourism slogan of the United States is “Discover America”. This slogan was first introduced in 2012 by Brand USA, a public-private partnership that is responsible for promoting international travel to the United States. The “Discover America” slogan replaced the previous slogan “Land of Dreams”, which was used from 2007 to 2011.
The Meaning Behind “Discover America”
The “Discover America” slogan aims to highlight the diverse range of experiences that visitors can have when they travel to the United States. The country is known for its iconic landmarks such as the Statue of Liberty, Grand Canyon, and Golden Gate Bridge. However, there are also lesser-known attractions such as national parks, small towns, and local cuisines that are waiting to be explored.
Brand USA explains that their goal is to showcase “the limitless possibilities of discovery in every corner of our country”. They want visitors to not just see the usual tourist spots but also step off the beaten path and find hidden gems that are unique to each region.
The Impact of “Discover America”
The “Discover America” campaign has been successful in attracting visitors from around the world. In fact, according to a study conducted by Oxford Economics in 2018, Brand USA’s marketing efforts resulted in 1.13 million incremental international visitors who spent $4.1 billion in the United States.
- The campaign has also helped to dispel negative perceptions about the United States that may have been caused by political events or media coverage.
- By highlighting the country’s diverse range of experiences, the “Discover America” slogan has encouraged visitors to explore beyond the usual tourist destinations, which has helped to boost tourism in smaller towns and rural areas as well.
- Furthermore, the slogan has helped to create a sense of national pride among Americans by showcasing the country’s best features and attracting visitors from around the world.
In Conclusion
The “Discover America” slogan is a great example of an effective tourism campaign that highlights a country’s unique features and encourages visitors to explore beyond the usual tourist spots. With its emphasis on discovery and adventure, this slogan is sure to continue attracting visitors from all over the world for years to come.