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The U.S. Travel Association, the industry's main lobbying group, is planning a multimillion-dollar campaign called "Travel Effect," with the goal of undertaking and promoting research that shows the benefits of traveling to people's health, relationships and communities, as well as to the economy.

The project hopes to find the kind of science-supports-desire research that has been a home run for other industries, such as the wine business.

"The first thing you think of when you think of red wine is, 'Oh, it's good for me,'" said Cathy Keefe, a U.S. Travel spokeswoman.

Travel, like wine, is a fun activity with supposed health benefits, Keefe said, and that's what the industry would like people to remember when considering a vacation..

"One of the ideas behind the campaign is to get consumers to think differently about travel," she said.

During the nationwide, multiyear effort, U.S. Travel intends to seek partners, such as AARP and academic institutions, to conduct research on various effects of travel. The success of the campaign may hinge on what sort of findings -- especially surprising ones -- the research generates.

"You don't need to persuade me that I need a vacation," said Peter Yesawich, vice chairman of MMGY Global, a Kansas City, Mo.-based travel-marketing firm. "They'd have to pick the right metrics; they have to pick the right behaviors."

For instance, telling people about his firm's research showing that a third of all leisure travelers say they have more romance while on vacation might clinch the deal, he said.

Diamond Resorts International Chairman and Chief Executive Officer, Stephen J. Cloobeck, together with CEOs from many of the nation’s leading travel industry companies, met on March 28, 2012, with senior Administration officials at the White House to express support for President Obama’s national travel and tourism strategy.

President Obama’s national travel and tourism strategy would increase travel and foreign tourism to the United States, spurring economic growth and job creation.

As a cornerstone of the U.S. economy and one of our nation’s leading service sectors, the $1.9 trillion travel industry supports 14.4 million U.S. jobs and with the appropriate policies in place, has the potential to quickly provide opportunities for unemployed workers across the country.

Cloobeck expressed his continued support for President Obama’s Executive Order given in January which included a new pilot program and rule change for visa processing in China and Brazil; a final rule to expand and make the Global Entry program permanent; the appointment of new members to the U.S. Travel and Tourism Advisory Board; and the Nomination of Taiwan to the Visa Waiver Program.

“As a global leader in the travel and vacation ownership industries, it’s my responsibility to be actively involved, united with fellow travel industry leaders, and supporting vital travel initiatives as the U.S. seeks to become the top tourist destination in the world,” said Cloobeck.

Alongside Diamond Resort's Stephen Cloobeck, some of the other CEOs representing the travel industry at the White House meeting included: Jim Atchison, President & Chief Executive Officer, Seaworld Parks & Entertainment; Roger Dow, President and Chief Executive Officer, U.S. Travel Association; Dara Khosrowshahi, President and Chief Executive Officer, Expedia, Inc.; Christopher Nassetta, President and Chief Executive Officer, Hilton Worldwide; Rossi Ralenkotter, President & Chief Executive Officer, Las Vegas Convention and Visitors Authority; John Sprouls, Executive Vice President & Chief Administrative Officer, Universal Parks and Resorts; and Frits van Paasschen, President and Chief Executive Officer, Starwood Hotels & Resorts Worldwide.

Tourism is the number one service export from the United States and President Obama has outlined a series of initiatives designed to boost international visitor numbers to the U.S.

Included in the measures are plans to expand the Global Entry System, which makes it easier for frequent visitors to cross borders, and expand the number of nations whose citizens could enter the country without a visa.

“I have directed my administration to send me a new national tourism strategy focused on creating jobs,” said Obama. “We are going to see how we can make it easier for foreign tourists to find basic information about visiting America.

The president added that his goal was to ensure the United States is the top tourist destination in the world.

Chief executive, Ken Chenault, who sits on the Obama-initiated Jobs Council, said: “The initiatives the president announced earlier will help to expand travel and tourism to the United States and recapture our share of a growing, global market.”

Building on the momentum from President Obama's announcement highlighting the travel industry's significance to the economy, the U.S. Travel Association has announced a major year-long campaign intended to raise its profile across the nation and among policymakers in Washington, DC.

"The world is experiencing a travel boom and the United States needs to be part of it," said Roger Dow, president and CEO of the U.S. Travel Association. "The impact of the $1.8 trillion U.S. travel industry is significant and growing, which is why we are galvanizing support and asking all Americans to 'Vote Travel' this election season."

The Vote Travel campaign will have several important elements over the course of the year and will have a significant presence at the political party conventions in Charlotte, S.C., and Tampa, Fla. Additionally, the campaign plans to host events and rallies nationwide, perform strategic grassroots outreach, and undertake paid, social and earned media efforts.

The U.S. Travel Association is a national, non-profit organization representing all components of the travel industry that generates $1.8 trillion in economic output and supports 14 million jobs. U.S. Travel's mission is to increase travel to and within the United States.

In this era of global terrorism how would you attempt to ensure the safety of the flying public, as well as protect people on the ground, while at the same time allowing for a relaxed flying experience? The next time you're flying to your timeshare rental vacation destination, think about it... Then, share your opinion with the U.S. Travel Association.

The U.S. Travel Association has launched a new website for travelers to share their opinions on air travel security screening with the Obama Administration, Congress and the travel industry.

The new site is in direct response to the emerging vigorous debate over the effectiveness and appropriateness of various security policies, and the fact that a free flow of air travel is critical to the American economy and job creation.

"The Transportation Security Administration (TSA) has the difficult responsibility of securing and facilitating air travel for two million passengers daily," said Roger Dow, U.S. Travel's president and CEO. "In our recent conversations with Homeland Security Secretary Napolitano and TSA Administrator Pistole, they stressed that they are always seeking ways to improve the air travel security screening process. We need to hear ideas and experiences from travelers to better inform our discussions with policymakers and build a screening process that maximizes security while minimizing the burden on travelers."

U.S. Travel Association created YourTravelVoice.org after receiving nearly 1,000 unsolicited comments from travelers over the past week regarding new TSA techniques.

The website complements the "Blue Ribbon Panel for Frictionless Aviation Security" created by the U.S. Travel Association last February to produce a long-term vision for America's air travel security screening. The panel includes former Homeland Security Secretary Tom Ridge, former American Airlines CEO Bob Crandall, Sabre Inc. CEO Sam Gilliland, airport directors, and a wide variety of security experts. Feedback received through YourTravelVoice.org will be considered in the panel's final recommendations, expected to be released by February 1, 2011.

"Air travel is the gateway to commerce and job creation in the United States," said Dow. "We look forward to working with Secretary Napolitano, Administrator Pistole and other government leaders to create a world-class passenger screening process that exceeds the expectations of the American public."

The U.S. Travel Association is the national, non-profit organization representing all components of the $704 billion travel industry. The U.S. Travel Association's mission is to increase travel to and within the United States.