The Orlando Sentinel reported today that international tourist spending in the United States might not return to pre-coronavirus levels until 2024, the former head of Florida’s tourism-marketing agency told members of the Economic Club of Florida this week. Christopher Thompson, president and CEO of Brand USA, said this did not paint a sunny picture for a state that relies heavily on tourism. Thompson made an in-person appearance this past Wednesday at the Governor’s Club in Tallahassee and said that even with a vaccine for the coronavirus, consumers will need to be confident about their health while traveling and while at the destinations. “Today’s environment is the worst we’ve ever faced,” Thompson said. “While the rest of the economy is in a recession, the travel industry is in a depression.” Thompson, who served as chief operating officer and president of Visit Florida a decade ago, also stated that more than 50 percent of the hospitality industry is facing unemployment. Brand USA, focused on international travel to the states, has scaled back spending from up to $15 million a month to less than $2 million, preparing campaigns for when the travel market gears back up. Thompson stated that Brand USA is waiting for people to once again “be inspired” about traveling to the United States. “We’re not forcing it on them. It’s more organic,” he said. “We’re giving them a chance to do it.” The Orlando Sentinel also reports that Visit Florida has set aside $13 million to market toward a tourism
