Brand USA’s FY27 Business Plan
In the fierce competition for high-spending global travelers, Brand USA’s mission is clear: drive legitimate inbound travel to strengthen America’s economy, bolster exports, and sustain quality jobs. In FY27, Brand USA will continue to advance this mission through a focused plan that aligns market prioritization, partner participation, travel trade engagement, digital infrastructure, earned media, and travel policy communications behind measurable economic outcomes.
Driving Measurable Impact in FY27
Brand USA anticipates delivering measurable impact in FY27 through export revenue, tax receipts, jobs, and economic output.
U.S. Travel & Tourism Export Revenue
New Federal Tax Receipts
Additional American Jobs
Total Economic Output
The Unifying Platform
In FY27, America the Beautiful will serve as the organizing platform for Brand USA’s global marketing activity. The platform gives Brand USA and its partners a consistent way to present the United States in priority international markets, while allowing individual destinations, travel brands, and industry stakeholders to connect their own stories to a broader national message.
America the Beautiful is increasingly serving as a platform for direct industry partner participation. Co- branded executions with partners such as Visit South Dakota and Hilton demonstrate how destinations and travel brands can activate within the campaign framework, amplifying Brand USA’s reach and partner impact at the same time. A robust pipeline of additional co-op partnerships is in development for FY27.
