”Breaking news: USA hoping to increase tourism with gifts at border entries!” reads the headline on a sketch of a U.S. border patrol officer handing over a jacket to a visitor sitting in his car. “Welcome to America. Here’s your complimentary bulletproof vest.”
Granted it’s a meme, on Twitter, and it’s no laughing matter.
But the message evokes a stark reality: the country’s worsening wave of hate crimes combined with mass shootings — this year is on pace to beat last year’s record — may present a bigger impediment to America’s long-term international tourism rebound and competitiveness than any pesky Covid entry protocol.
While it’s true that gun violence didn’t sway opinions to visit the U.S. in the past, that consumer mindset and socio-political context were pre-pandemic. The frequency of mass shootings since then in major cities, plus the nature of the crimes leaning towards race, religion and sexual orientation, and an increase in legislation curbing the rights of LGBTQ and Black communities, all paint a troubling cultural shift in the U.S. towards intolerance, fueled by divisive politics.
"We understand that the events and headlines we have been seeing may cause concerns to those abroad — we as American citizens also share that concern,” said Chris Thompson, CEO of BrandUSA, in an emailed statement.
Thompson added that one of America's foundational strengths is its cultural diversity and that BrandUSA's message to international visitors is that the overwhelming majority of those who live in the U.S. are warm and welcoming people who embrace the diverse nature of our country.
"While violent incidents are always of concern to us and our industry, we have been encouraged that, in recent days, members of Congress on both sides of the aisle are nearing agreement on legislative solutions to better protect U.S. communities, which have earned widespread support by Americans," said Roger Dow, CEO of U.S. Travel Association, in an emailed statement.
