Brand USA was established by the Travel Promotion Act to spearhead the nation's first global marketing effort to promote the United States as a premier travel destination and to communicate U.S. entry/exit policies and procedures to worldwide travelers. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA.
Brand USA works in close partnership with the travel industry to maximize the economic and social benefits of travel. These benefits include fostering understanding between people and cultures. creating jobs essential to the economy.
The organization's activities are funded at no cost to U.S. taxpayers through a combination of private-sector investment and matching funds collected by the U.S. Government from international visitors who come to the U.S. under the Visa Waiver Program.
Through its call-to-action—Discover America—Brand USA inspires travelers to explore the United States of America’s boundless possibilities.
The mission of Brand USA is to encourage increased international visitation to the United States and to grow America’s share of the global travel market. In doing so, we aim to bring millions of new international visitors who spend billions of dollars to the United States, creating tens of thousands of new American jobs.
Brand USA will be responsible for positioning and promoting the United States as a compelling destination for international travelers, inspiring visitors with a refreshed understanding that there is no place in the world like the United States of America with its limitless destinations and attractions. We will build a world-class team and organization that will execute an integrated marketing and communications strategy designed to deliver the highest possible return for the United States—in the form of job creation, GDP and export growth, and increased federal tax revenues.
Our Role in the Travel Industry
Brand USA plays a unique role as the nation’s first cooperative destination marketing organization. We focus our efforts on delivering programs and platforms that increase awareness and enhance the image of the United States among worldwide travelers in order to influence intent to travel to the United States and, most importantly, visitation and spend.
Brand USA is governed by an 11-member Board of Directors, appointed by the U.S. Secretary of Commerce.
Please find key industry documentation, annual reports, updates to the Brand USA strategic and marketing plans as well as RFPs for current and future partners.
Board Meeting Announcement
Brand USA hosted a board meeting on Tuesday, November 19, 2013. Click here for the corresponding documents.
Brand USA's FY14 business plan is now available.
Excited about the prospect of growing an entire industry directly supporting the US economy? Join the exceptional team of professionals at Brand USA.
Brand USA's FY13 ROI results are now available.
Brand USA's website (www.thebrandusa.com) will be down for maintenance on September 7, 2013 from 11:30pm – 6:00am EDT.