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U.S. China Tourism Year Media Kit

The media room contains important information for members of the media and others. Official fact sheets and press releases are useful to those seeking background and context. Media seeking organizational contacts can find them here. And members of the media who register for the site will have access to digital access for editorial use, including still images, videos and logos.

Fact Sheet

Today, the United States and China announce a U.S.–China Tourism Year for 2016 to celebrate the recent reciprocal extension of visa validity and support increased travel and tourism exports. The two sides will work toward expanding and shaping U.S.–China travel and tourism, and strengthening the bond between our two peoples.


International Travel to the United States

Travel and tourism is the United States’ largest export services industry, generating a $74 billion trade surplus for the U.S. economy in 2014.  International travel to the United States generated $220.6 billion in 2014, supporting 1.1 million jobs. China is an important contributor to revenues generated by international travel to the United States:

  • China was the number two country for visitor spending to and within the United States in 2014 with an estimated $23.8 billion spent on travel and tourism.
  • China accounted for 2.9 percent of total international arrivals in the United States in 2014, with an estimated 2.2 million travelers (a 20+ percent increase over 2013).
  • National parks are a significant attraction for Chinese visitors to the United States, with 40% saying they had been to a national park when visiting.

China represents a significant growth market:  According to the United Nations World Tourism Organization, China is the world’s largest tourism market, representing more than 100 million outbound travelers in 2014, and Global Chinese overseas travel expenditures in 2013 were a record $129 billion.


U.S.–China Tourism Year

Throughout the year, the U.S. Department of Commerce and the China National Tourism Administration (CNTA), in collaboration with Brand USA and other partners, will design and execute a year of events and activities that will promote and further open travel between the United States and China, expand market access, and advance initiatives to ensure a quality visitor experience for increasing numbers of travelers to and from both nations. The U.S.–China Tourism Year provides a platform for the United States and China to continue to improve and upgrade systems to accommodate anticipated travel flows by:

  • Continuing progress on visa processing: About 2.5 million visas have been processed for Chinese citizens since the announcement of validity extension in November 2014, a 52.6 percent increase over the same period in the previous year and a substantial growth in first-time applicants.
  • Improving the border entry experience: The United States will continue to make progress toward a “Best in Class” arrivals experience for international visitors and will develop and make more readily available Chinese language materials and website pages.

Increased travel and tourism also requires dynamic, modern aviation systems, capable of supporting increased passenger and cargo traffic. Both governments will continue efforts to develop aviation policies, institutions and services to ensure the system adapts to meet the needs for both immediate and long-term growth. Additionally, recognizing the important role that natural landscapes play in attracting visitors and promoting conservation, the Chinese Government and the U.S. National Park Service will partner to share lessons learned and best practices in the designation, development and management of a Chinese national park system through a Statement of Cooperation.  U.S. and Chinese land and water governance agencies also will work to further their partnerships around sister parks, sister fish and wildlife reserves, and cooperation on forestry management.

Source: International Trade Administration 
The International Trade Administration (ITA) is the premier resource for American companies competing in the global marketplace. ITA has 2,100 employees assisting U.S. exporters in more than 100 U.S. cities and 72 countries worldwide. For more information on ITA visit www.trade.gov.

Press Releases

Brand USA expanding marketing programs to increase international visitation to the United States from China

Washington, DC • September 25, 2015 Ninth Annual U.S.–China Tourism Leadership Summit Sets the Stage to Expand and Enhance Program Opportunities for the IndustryPresidential Announcement Highlights Focus on U.S.-Chinese Tourism CooperationPresident ... More info

Media Contacts

Anne Madison

Brand USA

Anne Madison is chief strategy and communications officer for Brand USA, the nation’s public-private partnership dedicated to increasing international visitation to the United States through marketing and promotional efforts. In this role, Anne is responsible for leading the global communications strategies that advance Brand USA’s mission and funding, raise its visibility worldwide, and build engagement with industry and other business leaders. Her leadership includes oversight for external and internal communications, media relations, business-to-business (B2B) marketing, and public policy educational outreach and relations. In addition, Anne leads the strategic planning process for Brand USA.

Over the past 25 years, Anne has led and supported a number of areas from strategic planning to business development, B2B marketing and multicultural marketing to media relations, digital marketing and public relations, to media and crisis communications to investor relations, events, and corporate social responsibility. Prior to joining Brand USA, she was senior vice president for Choice Hotels International (one of the world’s largest hotel companies) and previously led the communications strategies as vice president, marketing and communications for Enterprise Community Investment (a leading provider of community development capital for affordable housing) and as vice president, communications of The Ryland Group (one of the nation’s largest homebuilders).

Through the course of her career, she has won numerous awards, including those from the Public Relations Society of America, Financial World magazine, and the Hospitality Sales & Marketing Association International. In addition, she has been recognized as one of Maryland’s Top 100 Women. She was just recently named to PR News Top Women in PR.


Camila Clark

Brand USA

Camila Clark is director, marketing communications for Brand USA, the public-private partnership responsible for launching the United States’ first-ever nationally coordinated tourism marketing effort. In this role, Camila is responsible for establishing and enhancing strong relationships with key stakeholders, including industry groups, partners, and industry leaders by designing and executing public relations and communications strategies, programs, and materials to support partnership initiatives, business-to-business marketing outreach, and other efforts that advance the mission of Brand USA.

An accomplished, results-driven communications strategist, Camila joined Brand USA in May 2013. During the course of her career, Camila has successfully generated significant and sustained media coverage and enhanced brand awareness and positioning for travel brands and destinations by leveraging a strong combination of online and traditional channels, promotions, and events.


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