Isabel Hill is the Director of the National Travel and Tourism Office at the U.S. Department of Commerce. She and her team support and implement policies and programs that foster the competitiveness of U.S. travel and tourism industries, in collaboration with the private sector and other federal agencies. Her office produces the national statistics on travel and tourism and its contribution to the U.S. economy; and represents U.S. travel and tourism policy in bilateral and multilateral fora.
A leader in tourism policy and planning, Ms. Hill led the development and implementation of the first National Travel and Tourism Strategy for the United States across 12 federal agencies and with the private sector. This effort demonstrates her commitment to public-private engagement and partnerships to advance shared objectives. To promote trade in travel services, Ms. Hill led negotiations to open the market for packaged leisure travel from China to the United States. She has played a significant role in the development of policies that b advance both economic and national security in the United States, and developed the successful economic case for extending U.S. reciprocal visa validity with China from one to ten years. . Ms. Hill has been a pioneer in tourism marketing, having directed the first International Tourism Promotion Program for the United States. Based on the platform “You’ve Seen the Films, Now Visit the Set”, the award-winning campaign demonstrated the value of promoting the United States as a travel destination, paving the way for the creation of Brand USA, the nation’s first dedicated tourism marketing organization. Ms. Hill is the U.S. Chair of the U.S.-China Joint Commission on Commerce and Trade Tourism Working Group; and the Tourism Working Group of the U.S.- India Strategic Economic and Commercial Dialogue. Ms. Hill is past Chair of the Tourism Committee of the Organization for Economic Cooperation and Development; and sits on the Advisory Committee of the Lucerne World Tourism Forum.
Prior to federal service, Ms. Hill served in the South Carolina Department of Parks, Recreation and Tourism, and in the South Carolina Department of Commerce. During her state service, she was credited with facilitating more than a billion dollars in investment in large-scale tourism development, sports venues, heritage tourism projects, and filmed entertainment.