U.S. Travel Association’s ‘Let’s Go There’ Campaign Walks a Fine Line

Since the very earliest weeks of the pandemic, tourism marketing has been in an almost impossible position. The industry's survival depends on some form of a recovery — in other words, people traveling. However, encouraging travelers to behave as normal during a pandemic is irresponsible and could lead to a backlash if the right amount of caution and safety measures are not made clear. A new campaign launched Tuesday by the U.S. Travel Association in coalition with 75 travel-related businesses and trade organizations perfectly captures that tension. The "Let's Go There" campaign will continue into 2021