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Foreign travel reporters who made their way to Anaheim for an industry conference this week know why international travel to this country hasn't recovered since 9/11: It's too much of a hassle.

Travel and tourism officials held a media event Tuesday at the Travel Industry Assn.'s International Pow Wow to promise to do a better job rolling out the welcome mat. They were upstaged by reporters who told horror stories about protracted visa application processes and lengthy airport security lines.

German public radio's Rudiger Edelmann said he spent 95 minutes in a winding queue leading to an understaffed immigration desk in Chicago and, even with a two-hour layover, missed his flight and was separated from his luggage.

With those kinds of headaches, a visitor would form a negative impression, Edelmann said, joking: "He would be to the United States two times — the first and the last time."

The story didn't surprise Jay Rasulo, chairman of Walt Disney Parks and Resorts and of the Travel Industry Assn.

"Our process is neither friendly nor efficient, nor does it welcome foreign visitors," he said. "We are leaving an enormous vacuum around the world for other destinations to step into."

They are doing just that. Even with the dollar's value slumping — which boosts foreigners' purchasing power here — many are shunning the U.S. and flocking to such countries as Australia, China and Turkey.

Global travel as a whole, in fact, has been on the rise since 1992 — up 61% as of 2006.

The U.S. hasn't grabbed its share of that increase. What's more, the number of international visitors hasn't rebounded to pre-Sept. 11 levels. There were 51.2 million foreign visitors in 2000 and 51 million in 2006.

The fall-off has cost the U.S. $94 billion, according to an industry study.

What's wrong with the U.S.? In a recent survey, more than 2,000 international travelers rated the U.S. airport arrival process the "world's worst" by greater than a 2-1 ratio over the next worst, the Mideast.

The survey, conducted for a coalition called Discover America Partnership, found that 54% of respondents thought U.S. immigration officials were rude and that 57% felt the U.S. didn't want their travel business.

There are a few bright spots: New York and Las Vegas have been attracting increasing numbers of international tourists. The two cities spend tens of millions every year to promote themselves and have tourist offices in several countries.

For its part, the U.S. Department of Commerce has budgeted $3.9 million this year for marketing the country to international tourists.

Malaysia will spend $117.9 million; Tunisia, $43 million; and Turkey, $80 million.