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The US tourism industry has unveiled a new campaign aimed at boosting the country's image worldwide and portraying it as a welcoming place for foreign visitors.

Launched in Washington DC, the new Discover America Partnership aims to reverse recent declines in foreign tourism in America, persuade Congress and the Bush Administration to be more supportive of the industry and boost the image of the US abroad.

Tourist industry experts, business leaders and public officials appeared at Capitol Hill rally to highlight the need to improve the America's declining image abroad and strengthen the country's public diplomacy efforts.

The partnership has highlighted the impact of a negative image overseas on economic and national security and wants to develop new ways of attracting more foreign visitors, with a blueprint for future action planned by the beginning of next year.

Stevan Porter, president of InterContinental Hotels Group and chairman of the Discover America Partnership, commented: 'Research shows a 42% increase in favourability of the US among those who have visited the country. As a nation, we must do a better job of welcoming international visitors. With each new visitor we have an opportunity to share what is best about America - our people, our values, and our vitality.'

Members of the Discover America Partnership include top names in the US tourist industry, including August Busch III, chairman of Anheuser-Busch, Jay Rasulo, chairman of Walt Disney Parks and Resorts and Enterprise Rent-A-Car chairman Andrew Taylor.


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