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In the aftermath of 9/11, U.S. immigration policies shifted significantly, putting officials in a challenging position. As the primary gatekeepers against terrorism, many immigration officers adopted a skeptical and suspicious stance towards inbound visitors, which drastically altered the welcoming nature of U.S. borders. Concerned by the adverse impacts on inbound tourism, a coalition of travel industry leaders formed the Discover America Partnership in 2006. Their goal was to reshape the U.S. image and improve visitors’ first impressions. A follow-up poll revealed that prospective visitors feared officials more than threats from terrorism or crime. Recent encounters highlight how potential visitors view…
