Brand USA FY2022 Business Plan Summary
This summary outlines the Brand USA FY2022 Business Plan, which focuses on leading the recovery of the U.S. travel and tourism industry following the COVID-19 pandemic.
About Brand USA
Mission: Increase international visitation, spending, and market share to fuel the U.S. economy and enhance the nation’s image worldwide.
Impact: Over its eight-year history, Brand USA’s initiatives have generated 7.7 million incremental visitors, nearly $56 billion in total economic impact, and supported over 45,000 incremental jobs annually.
Situational Overview
Economic Recovery: The global economic outlook is improving, but international travel to the U.S. isn’t expected to surpass 2019 levels until 2024 (baseline scenario) or 2025 (downside scenario).
Recovery Drivers: Vaccination progress is key to easing restrictions. Short-haul travel from Canada and Mexico is expected to lead the recovery, reaching 2019 levels by 2023, while overseas markets aren’t expected to fully rebound until 2025.
FY2022 Performance Objectives
- Recovery Support: Drive international visitation and spending through market-specific campaigns.
- Industry Re-engagement: Help stakeholders re-enter international markets.
- Thematic Integration: Weave multicultural marketing and U.S. travel policy communication into all recovery efforts.
- Financial Management: Maintain sound corporate governance and fiscal responsibility.
Three-Phase Marketing & Recovery Strategy
Phase 1 – “Prove We’re Ready”: Launch a global influencer program and relaunch the “United Stories” creative campaign — highlighting diverse American experiences and human connections — to capture pent-up travel demand.
Phase 2 – “Welcome the World Back”: Run media campaigns across TV, online video, and out-of-home platforms to spread the message that the country is ready to welcome travelers.
Phase 3 – “Entice and Convert”: Leverage partnerships with airlines, tour operators, and OTAs to convert traveler interest into bookings.
Targeted Recovery Programs & Campaigns
GOUSA TV: Continues to grow viewership through original content and expanded distribution.
Into America’s Wild: Relaunch of the giant-screen film to inspire audiences.
Global Inspiration Program & Trade Initiatives: Including the virtual Brand USA Global Marketplace, providing tools for partner destinations and international agents.
Cooperative Marketing: Gives partners of all sizes the chance to promote destinations through digital hubs, influencer programs, and trade initiatives.
Market Selection & Allocation Strategy
Traditional selection models are replaced with gating criteria to evaluate market readiness amid pandemic disruptions.
A new data-driven framework with more than a dozen indicators is being developed to quantify market size, growth prospects, and potential value.
FY2022 Budget Overview
Expense budget: $76,895,164 — with 58% allocated to Partner Marketing Services (the largest share).
Revenue budget: $34,308,000, supported by cash contributions and Travel Promotion Fund proceeds.
The expense budget intentionally exceeds revenue, as reserves are being used to support continuity and long-term recovery.
