LOS ANGELES (CBS) — A $12.3 million marketing campaign designed to lure tourists to the United States was unveiled at the Los Angeles Convention Center Monday.

Brand USA is launching the country’s first tourism movement, which hits Canada, Japan and the United Kingdom on May 1.

International travel is booming, but U.S. tourism has been waning in recent years.

“We’re one of the few industrialized nations that haven’t actually been saying, ‘come and visit,’ so we’re changing that today,” Brand USA Chief Marketing Officer Chris Perkins told CBS2.

International Pow Wow, which is being held at the Convention Center through Tuesday, is expected to draw more than 1,000 U.S.-based travel groups and 1,200 buyers from more than 70 countries.