Obama signed the Travel Promotion Act into law on March 4.
In September, when it passed through the Senate, PRWeek reported that the US Travel Association had proposed the act three years ago when it identified a need to better market the US and communicate America's security policy.
The law creates the public-private Corporation for Travel Promotion, which will work to promote the US as an attractive destination for tourists. The US Department of Commerce will oversee the Corporation and work with the Departments of State and Homeland Security to nominate a board comprised of representatives from various segments of the travel community. The organization will then develop a multichannel marcomms program. A new visa fee will help to pay for the program.
It should be interesting to see how the group uses PR, and if it actually increases the US' place in the global travel market.