The global growth of outbound travel represents an unprecedented opportunity to increase U.S. travel and tourism exports. According to the United Nations World Tourism Organization (UNWTO), international visitors spent an estimated $1.2 trillion globally on travel and tourism in 2013. However, the U.S. share of global expenditures has declined over the last decade. With so much revenue at stake, governments around the world are trying to lure would-be travelers to their countries with facilitative policies and aggressive marketing. As incomes around the world continue to rise and the demand for travel and tourism continues to grow, so too, will the competition for international arrivals and spending. Few industries have the job-creating potential seen with the travel and tourism industry, so focusing U.S. efforts on these top markets could pay tremendous dividends.
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