The money collected will be used to create and fund a non-profit company that will market the USA as an attractive destination for tourists, business travelers and students.
But before any money can be spent on marketing, the company must find a dollar-for-dollar match from the private sector, up to $100 million. The enterprise will be a private-public partnership overseen by Congress and the secretary of Commerce.
Last week, the U.S. House voted overwhelmingly for the Travel Promotion Act, which includes the $10 charge. The measure now heads to the Senate, where passage is likely before year’s end, predicts Geoff Freeman of the U.S. Travel Association (USTA).