America's Byways® Press Room
June 13, 2002 - "See America's Byways" Campaign Announced
Washington, DC — Travel Industry Association of America President & CEO William S. Norman and U.S. Department of Transportation Secretary Norman Mineta have announced a marketing partnership, “See America’s Byways,” to be rolled out this fall. “See America’s Byways” will kick off Labor Day weekend with local events on many byways to encourage travel. Other elements of the program include design and distribution of “See America’s Byways” posters and roadmaps, mutual website links, and the creation of new itineraries to promote travel on the byways.
Unveiling the new “See America’s Byways” logo with Secretary Mineta, TIA’s Norman remarked, “We will encourage Americans to reconnect with their country and experience the heart and soul of America through its byways.”
Norman also remarked that the new partnership is yet another example of how public and private industry can work together to leverage resources as well as use the See America brand to promote the entire USA and to provide both domestic and international travelers with a unique American experience.
“I expect record numbers of visitors on these scenic byways in the fall after our ‘See America’s Byways’ campaign kicks off,” stated Secretary Mineta. The Secretary also announced the addition of 36 new National Scenic Byways and All American Roads, bringing the total to 75 National Scenic Byways and 20 All American Roads in 39 states.
TIA research shows recent increases in American travelers’ interest in highway travel, as well a strong interest by both domestic and international travelers in outdoor activities, history and culture, as well as visiting small towns and rural areas, all elements that can be enjoyed while traveling on America’s Byways.
America’s Byways are a two-tiered designation consisting of the All-American Roads and the National Scenic Byways. All-American Roads are our country’s finest byways: the best of the best. They are destinations unto themselves and an exciting adventure for all ages.
TIA (www.tia.org) is the national, non-profit organization representing all components of the $545 billion travel industry. TIA’s mission is to represent the whole of the U.S. travel industry to promote and facilitate increased travel to and within the United States.
