ith help from a pair of USC tourism experts, the American travel industry is readying itself for an unprecedented influx of Chinese tourists.

Rich Harrill, director of the university’s Alfred P. Sloan Travel & Tourism Industry Center, and his colleague Robert Li recently helmed a telephone survey of 7,000 Chinese citizens. The landmark study was conducted to determine the potential impact of Chinese tourism here in light of America’s new Approved Destination Status with the Chinese government. The survey was funded by the Sloan Foundation, the Travel Industry Association and the U.S. Department of Commerce’s Office of Travel and Tourism Industries.

According to Harrill, the survey set out to evaluate the Chinese travel market and its potential impact on U.S. destinations and businesses. The data gathered also indicates how the Chinese view the U.S. in general and, more specifically, as a travel destination. He says the survey results identify America as China’s number one dream destination. New York City tops the country’s list of preferred American vacations, followed by Washington, D.C., Hawaii, Los Angeles and San Francisco.

The survey also suggests that even though parts of the U.S. have strong images, America, as a whole, does not have a powerful brand.

Harrill says, “We have many brand promises. New York promises shopping and shows; Miami promises South Beach; Disney promises a family vacation.

“But there’s little brand image for anything outside these major destinations, and no one is investing money into brand research to find out how the U.S. can market itself to the rest of the world,” he says. “This is exactly what needs to happen, though, to prepare us for the influx of tourists.”

Harrill proposes four important steps to prepare for the increase in Chinese visitors (and to help build a more lucrative travel and tourism industry overall). 1) Develop a coherent brand image. 2) Develop a comprehensive brand promise: “If you come to the U.S., here’s what will happen.” 3) Address perceived weaknesses, including expense and security concerns (both of which are cited as reasons the Chinese might not visit the U.S.) 4) Most importantly, develop a funded national tourism initiative.

He says, “The Sloan Foundation already has funded a tourism industry center. If others step up to fund a national travel and tourism, marketing and economic development plan, the U.S. can spread the wealth in terms of tourism dollars.

“In addition to showcasing places like New York and L.A., we could show the world Iowa, Nebraska and the Heartland!”