We’ve talked in recent issues about the real barriers to travel, visas, phone checks, and the growing perception that the U.S. just isn’t as welcoming as it once was. Layer in tariffs, geopolitical tensions, and ongoing conflicts, and the list of headwinds isn’t exactly getting shorter.
And now we have… this.
The U.S. has appointed Nick Adams as Special Presidential Envoy for American Tourism, Exceptionalism, and Values. The title alone requires a minute. A “special envoy” is typically a government-appointed representative tasked with promoting U.S. interests abroad, in this case serving as a global face for American tourism (and apparently, exceptionalism and values).
Adams is best known as a social media personality who brands himself an “alpha male,” with commentary on culture and politics that has drawn plenty of attention and criticism. At times, it almost feels like a parody. He was born in Australia and became a U.S. citizen in 2021, an interesting backdrop for a role centered on “American exceptionalism.”
The role, at least on paper, is to promote the U.S. ahead of major global events like the World Cup and the Olympics. Tourism as diplomacy. Cultural exchange.
At a time when the industry is already working to counter perceptions that the U.S. is difficult to enter or less welcoming, this is… a choice.
You can’t make this stuff up.
