"Destination marketing plays an integral and indispensable role in the competitiveness of the U.S. visitor economy and acts as a catalyst for broader economic development. Brand USA serves a valuable function by promoting the U.S. collectively with the scale necessary to gain share of voice in an increasingly competitive global marketplace. In-market surveys in FY24 found that Brand USA marketing produced significant lift in travelers’ views of the U.S. as a destination and, importantly, correlated with a notably higher likelihood to visit the U.S."