Brand USA team

 

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 to communicate U.S. visa and entry policies, Brand USA began operations in May 2011.

As one of the best levers for driving economic growth, international travel to the United States currently supports 1.8 million American jobs (directly and indirectly) and benefits virtually every sector of the U.S. economy. Since its founding, Brand USA has worked in close partnership with more than 700 partner organizations to invite the world to explore the exceptional, diverse, and virtually limitless travel experiences and destinations available in the United States of America.

According to studies by Oxford Economics, over the past four years Brand USA’s marketing initiatives have helped welcome 4.3 million incremental visitors to the USA, benefiting the U.S. economy with nearly $30 billion in total economic impact, and supporting, on average, 50,900 incremental jobs a 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.

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:

1. Create Innovative Marketing
2. Market the Welcome
3. Build & Maintain Trust
4. Add & Create Value
5. Drive Results

Leadership Roles in the Travel industry

While Brand USA focuses its efforts on promoting international travel to the United States and communicating U.S. visa and entry policy, two other organizations also provide critical leadership in travel and tourism:

  • The U.S. Department of Commerce (including the National Travel and Tourism Office and the Travel and Tourism Advisory Board), and
  • The U.S. Travel Association

Within the Federal government, the National Travel and Tourism Office (NTTO) at the U.S. Department of Commerce is responsible for creating a positive climate for growth in travel and tourism by reducing institutional barriers to tourism, administering joint marketing efforts, providing official travel and tourism statistics, and coordinating efforts across Federal agencies. NTTO works to enhance the international competitiveness of the U.S. travel and tourism industry and increase its exports, and is the liaison to Brand USA for the Federal government.

The U.S. Department of Commerce is further supported by the Travel and Tourism Advisory Board, comprised of travel leaders appointed by the Secretary of Commerce whose members advise and provide policy recommendations to the Secretary on issues affecting the industry.

Within the travel industry, the U.S. Travel Association is a private trade association that advocates for and advances pro-travel policies in Congress and around a wide array of Federal agencies. As one of the leading voices in the travel industry, U.S. Travel helps to organize and leverage the collective voice and advocacy efforts of destinations and travel brands. 

Leadership Roles in the Travel Industry to Increase Inbound Travel To the United States