Issue link: http://digital.copcomm.com/i/79688
Black Meetings and Tourism and industry partners, Travel Professionals of Color (TPOC) and the National Association of Black Hotel Owners, Operators and Developers (NAB- HOOD). The concept is simple; encourage international visi- tors to theUnited States to stay an extra day to take in the sites, sounds, culture and experiences of theAfrican-American com- munity. This 36-month program is designed to piggyback on the Stay-A-Day efforts of BrandUSAandDiscoverAmerica as they continue to promote international travel to theUnited States. Stay-A-Day has a secondarymission to encourageU.S. citi- zens,when visiting a particular destination to stay an extra day and enjoy theAfrican-American experience. For those readers unfamiliar with Brand USA, and my experience tellsme there aremany,BrandUSAis a public/pri- vate partnership signed into law by President Barack Obama as part of theTravel PromotionAct of 2010. BrandUSAis the 26 BY MICHAEL BENNETT SeeOURUSAis a brand new initiative created by nation's first global marketing effort to promote the United States as a premier travel destination. Brand USA has offices in the greaterWashington DC area under the guidance of newactingCEOCarolineBeteta. It has a Board of Directors like any major corporation providing overall guidance to themission. BrandUSAhas a $200million annual budget, andmust be reauthorized by Congress in three years. Half of the budget, $100 million, is federal dollars to be drawn by matching funds fromthe private sector, aka the travel industry and other busi- nesses with an interest in promotingAmerica as a travel desti- nation. The travel industry and their various partnersmust come up with $100 million in cash and other in-kind service promoting travel to theU.S. to release the funds set aside by Congress. In the first year, it's a 2 for 1 match – $50 million to release $100million. In subsequent fiscal years itwill be a one-for-one match.Thematching funds are basically an 80/20 split,with 80 percent in-kind services and 20 percent cash contributions. Black Meetings & Tourism July/August 2012: www.blackmeetingsandtourism.com