Discover America Partnership

The Discover America Partnership is an effort led by some of America’s foremost business leaders to strengthen America’s image around the globe. These leaders recognize that public diplomacy is not the sole responsibility of government, but also of business and the American people.

The “Discover America Partnership” aims to empower the American people as our greatest ambassadors – by increasing their opportunities to interact with international visitors. With each new visitor, we have an opportunity to share what is best about America – our diversity, our energy and our optimism.

10 Million More Visitors — 1 Billion More Positive Stories

The greatest public diplomacy tool America has is her people. Those who have visited the U.S. and interacted with the American people consistently feel more positive about the U.S. than those who have not visited (Pew Attitudes Global Project, 2006)
For example:

• 42 percent increase in favorable opinion of the U.S. among those who have visited the country
• 72 percent of those who have visited the country have a positive opinion of Americans
  
• 68 percent of those who have visited the country think America has a high-quality of life; only 48 percent of those who have not visited the U.S. share that opinion

While there are no easy solutions to our image crisis, tapping into the power of travel must be a central component of our public diplomacy efforts. That’s why the Discover America Partnership is challenging our country to attract 10 million more visitors each year.

By achieving this goal, we can share the best of America with 10 million potential supporters. And, as each new visitor returns to their home country and shares their experiences with friends and family, we have the potential to reach and positively influence people all over the globe. The Discover America Partnership is about solutions – and the American people are the greatest asset we have.

America's Image is Declining (Pew Global Attitudes Project, 2006)

• In most countries, favorable opinions of America are well below 50%
• In the United Kingdom, favorable opinions have slipped 27 percent in the past six years
• Favorable opinion in Germany and France is below 40 percent; 23 percent in Spain