Earlier this year, INBOUND prepared the following table, which tries to put the “market share” aspect of declining international visitation to the U.S into perspective. What happened to the USA’s share in the past 20 years, including the five-plus years that Brand USA has had to mount a marketing program abroad? From 1998 to 2017, the U.S. share has fallen just over 23 percent, or 1.78 percentage points. At first blush, the 1.78 percentage points seem small. But realize that one per cent of the global total for 2017 amounts to 22.8 million.
