Brand USA
Brand USA is the nation's destination marketing organization, established by the Travel Promotion Act of 2009, with a mission to promote the United States as a premier travel destination and provide international travelers with information about U.S. travel policies.
History
Brand USA, the nation's destination marketing organization, was established by the Travel Promotion Act of 2009. It began operations in May 2011 with a mission to promote the United States as a premier travel destination. Over the years, Brand USA has focused on providing international travelers with comprehensive information about U.S. travel policies, along with promoting the diverse experiences available across the country.
Mission and Objectives
Brand USA's mission is to promote the United States as a premier travel destination. By working in close partnership with the travel industry, it aims to maximize the economic and social benefits of travel. Their initiatives have supported over 36,800 incremental jobs each year and resulted in nearly $22.8 billion in incremental spend over the past 11 years. These efforts have had a $63 billion total economic impact and generated $8.3 billion in federal, state, and local taxes.
Global Outreach
Brand USA has established representative offices in 20 international markets covering over 40 countries. These markets contribute significantly, making up 93 percent of inbound visitation to the United States. Brand USA hosts and participates in numerous tradeshows, sales missions, webinars, and themed events globally to promote U.S. travel. Their consumer website, VisitTheUSA.com, is accessible in 16 international markets and eight languages.
Marketing Initiatives
Brand USA’s marketing efforts have successfully generated 8.7 million incremental visitors over the past 11 years. Initiatives like GoUSA TV, a global, multi-channel travel entertainment network, showcase authentic USA experiences. Additionally, the digital asset management system offers vibrant photography, video, and graphics to promote travel. Co-op marketing platforms provide partners with global market exposure, helping build a robust presence for U.S. destinations worldwide.
Special Programs and Events
Brand USA organizes special programs such as MegaFams, which are multi-itinerary fam tours designed to help agents better sell the USA. The annual Travel Week U.K. & Europe event brings together U.S. exhibitors and European buyers for B2B meetings, networking, and enrichment. Other key events include the Media Forum U.K. & Europe and the CEO Summit U.K. & Europe. Upcoming initiatives in 2024 include the Japan Sales Mission and the U.S.–China Tourism Leadership Summit.