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Travel Weekly
08-07-2025
- Business
- Travel Weekly
Brand USA funding cut is a red flag: Impact storytelling matters more than ever
The slashing of Brand USA's budget by 80% is a red flag that the travel and tourism industry cannot afford to ignore. It raises a deeper question: Who's telling the story of your destination — and whose stories are policymakers listening to? When federal and state legislators make decisions that defund destination marketing or divert hotel bed tax revenue to other "community-focused" projects, it's often because the true impact of tourism — especially on local economies and underrepresented communities — isn't being told well or at all. Stephanie Jones is founder and CEO of Disrupt for Change and the Diversity Tourism Academy. Glamorous marketing campaigns and record-breaking visitor arrivals may grab headlines, but they rarely resonate with policymakers who are tasked with stewarding public dollars. What does resonate? Economic impact. Community impact. Stories of real businesses and neighborhoods that have directly benefited from tourism investment. But here's the hard truth: If your destination has not been intentional about integrating underrepresented small suppliers and communities into your tourism ecosystem, you will not have these stories to tell when it matters most. Policymakers want to know: • Who benefits when tourism dollars flow into a city or region? • Are those benefits reaching beyond hotel chains, attractions and big-name operators? • Is tourism helping to scale, sustain and create profitability for small businesses and local communities? If your destination cannot confidently point to Black-owned tour operators, local artisan shops, cultural museums and underrepresented entrepreneurs who can say, "Tourism helped grow my business," then you are missing a critical piece of your inclusive tourism and advocacy strategy. This is why the gutting of Brand USA's funding is so telling. It's not just about federal cuts. It's a symptom of a broader disconnect between tourism's perceived glamour and its measurable, equitable economic contribution. When decision-makers don't see how tourism investment creates tangible value across all parts of a destination, they deprioritize it. They reallocate funds. And they look elsewhere for ROI. For too long, many destinations have approached community engagement as a box to check — tokenism dressed up as outreach. But performative gestures don't build trust, visibility or economic impact. They certainly don't build advocacy allies when your budget is on the chopping block. What's needed now is a shift toward equity alignment and intentional ecosystem building. That means: • Integrating underrepresented small and medium-sized enterprises (SMEs) and cultural institutions into local tourism supply chains • Equipping these businesses with the tools, training and visibility to compete • Helping them develop case studies and impact stories that can be shared with stakeholders and policymakers alike This isn't charity — it's strategy. Ask yourself: • Can you confidently point to 10 small businesses or cultural attractions that are better off today because of your tourism strategy? • Can you call on them tomorrow to speak on your behalf to a city council or congressional committee about tourism's impact on their livelihood? • Are they ready and empowered to help you defend your budget -- not out of obligation, but because they have benefited directly from your leadership? If the answer is no, that's a red flag — not just for your marketing efforts, but for your long-term sustainability and political leverage. The Brand USA cuts aren't just about a federal marketing budget. They are a signal to the entire industry. When tourism isn't seen as creating shared prosperity, it loses its legitimacy as a public investment. Destinations that fail to prioritize inclusive economic development will continue to be vulnerable to defunding and disinvestment. Here is my call to action: Build now so you don't have to scramble later. I have seen though my businesses that DMOs and tourism boards can move from talk to transformation by: • Identifying and engaging underrepresented SMEs and cultural institutions • Delivering culturally relevant, industry-specific training to make them tourism market-ready • Equipping them to share truth-telling stories about how tourism has impacted their businesses and communities When these businesses are fully integrated into your tourism economy, you don't have to manufacture impact stories — you already have them. And when legislators question the value of tourism funding, you have local voices who can speak powerfully and authentically about how those dollars made a difference. Will you be proactive or reactive? The choice is yours. Continue to operate in silos and react when funding is threatened. Or act now to build a tourism ecosystem that is inclusive, resilient and politically defensible because its impact is clear, measurable and backed by real voices. Is your destination ready to move from performative to purposeful? Let's co-create an ecosystem where every stakeholder — especially those traditionally excluded — can benefit and advocate for tourism's rightful place in our economic future. ___________________________________________________________ Travel Weekly accepts opinion pieces on subjects of interest to the travel industry and, most importantly, to travel advisors. Forums should be 550 words and must be exclusive to Travel Weekly; no part of the writing can have been published anywhere else. Forums must not be self-promotional and should be submitted with the understanding that Travel Weekly reserves the right to edit the content for length, style, spelling, clarity, structure, etc. Submissions, along with a high-resolution headshot and a short bio, should be emailed to editor in chief Arnie Weissmann and deputy managing editor Gerry Bourbeau.
Bloomberg
07-07-2025
- Business
- Bloomberg
Europe Fights Tourist Overload With Protests, Taxes and Water Pistols
Governments love the income from tourism, but it's all become too much for people living in the most popular destinations. Nicole Sy explains why locals are fighting back. (Source: Bloomberg)
Zawya
07-07-2025
- Entertainment
- Zawya
Oman: Rummana returns to Jabal Akhdar to boost sustainable agritourism
Jabal Akhdar – The third edition of Rummana, an event blending agritourism with cultural and family-oriented activities, has kicked off at Janaen Farm in the Saih Qatnah area of Jabal Akhdar. Running from July 4 to September 27, the festival forms part of broader efforts to promote sustainable tourism in Oman's interior regions. Jointly organised by Teepee Oman and Janaen Agricultural Tourism Development Company, the event aims to highlight the agricultural and cultural assets of Jabal Akhdar, while supporting local communities and encouraging environmentally conscious tourism. Rummana coincides with the ongoing Jabal Akhdar Festival and includes a range of interactive activities. Visitors can engage in seasonal fruit picking (pomegranates, figs, pears etc), attend workshops and enjoy performances in an open-air theatre. The festival also features family competitions and a children's zone with games and a miniature car racing track. © Apex Press and Publishing Provided by SyndiGate Media Inc. (
The Independent
06-07-2025
- Climate
- The Independent
Photos of the flooding aftermath along the Guadalupe River in Texas
News Photos of the flooding aftermath along the Guadalupe River in Texas Show all 16
The Independent
01-07-2025
- The Independent
Two Greek islands introduce new tourist tax
Greece will introduce a new cruise passenger tax for holidaymakers visiting two of its most popular islands from July 1. The charge of €20 per passenger will be applied to Mykonos and Santorini during the peak summer season, from June 1 to September 30. After September 30, the fee will decrease to €12, further dropping to €4 during the low season from November 1 to March 31. For other Greek ports, cruise passengers will pay a maximum of €5 during peak travel months, with lower fees of €1 for the low season and €3 for the shoulder season. The tax aims to curb overtourism, protect struggling infrastructure, and ensure local communities benefit from cruise tourism, with funds financing local port and tourism projects.
