Who We Are

Our Story

As the destination marketing organization for the United States, Brand USA’s mission is to increase incremental international visitation, spend, and market share to fuel the nation’s economy and enhance the image of the USA worldwide.

Established by the Travel Promotion Act of 2009 as the nation’s first public-private partnership to spearhead a globally coordinated marketing effort to promote the United States as a premier travel destination and communicate U.S. visa and entry policies, Brand USA began operations in May 2011.

International travel to the United States is one of the best levers for driving economic growth and job creation. According to the U.S. Department of Commerce, travel and tourism exports support 1.1 million American jobs. Since its founding, Brand USA has worked in close partnership with destinations and travel companies to ensure the benefits of international travel accrue to communities of all shapes and sizes throughout the country. Together we have invited the world to explore the diverse and limitless travel experiences that make the United States such a unique destination.

According to studies by Oxford Economics, over the past eight years Brand USA’s marketing initiatives have helped welcome 7.7 million incremental visitors to the USA, benefiting the U.S. economy with $56 billion in total economic impact, and supporting, on average, nearly 45,000 incremental jobs each year.

Brand USA’s operations are supported by a combination of non-federal contributions from destinations, travel brands, and private-sector organizations plus matching funds collected by the U.S. government from international visitors who visit the United States under the Visa Waiver Program.

For industry and partner information about Brand USA, please visit TheBrandUSA.com.

For information about exceptional and unexpected travel experiences in the United States, please visit Brand USA’s consumer website at VisitTheUSA.com.

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FY22 Objectives and Business Plan

Together we are marketing the USA


Statement of Purpose

Inclusive of our mission and vision, Brand USA's statement of purpose is an enduring declaration of our reason for being and how we will accomplish our ultimate objectives and goals.

Five Strategic Principles Are At The Core Of Our Statement:

  • Create Innovative Marketing
  • Market the Welcome
  • Build & Maintain Trust
  • Add & Create Value
  • Drive Results

Our Team
Brand USA's dynamic team brings together some of the brightest and most experienced minds in global sales and marketing, consumer products and services, and the travel and tourism industry. Browse this page to learn more about our team.