Brand USA’s FY22 Economic Impact Study

Study by Oxford Economics | Download FY22 ROI Report

Brand USA FY22 ROI Report Summary

This summary outlines the return on investment (ROI) and economic impacts of Brand USA’s marketing activities during fiscal year 2022 (FY2022).

FY2022 Performance and ROI

Visitor Impact: Brand USA marketing generated 327,977 incremental visits to the United States, representing 0.6% of all U.S. visitors in 2022. Visitor Spending: These marketing efforts generated $905 million in incremental visitor spending. ROI Metrics:

Each dollar of marketing investment generated $11.18 in visitor spending.

Including operating overhead, Brand USA achieved an ROI of $10.20 per dollar invested.

Cumulative Impact: Over the last decade, Brand USA has generated $26.4 billion in international visitor spending, with an implicit ROI of $21.33 in visitor spending and $3.23 in federal tax receipts per budget dollar invested.

Economic Impact Summary

Economic Output: The $905 million in incremental visitor spending resulted in a total economic impact of $1.9 billion when including indirect and induced impacts. Jobs and Income: This activity sustained 12,132 jobs and generated $563 million in personal income. Tax Contributions: Brand USA generated $261 million in incremental federal, state, and local tax revenues in FY2022. Federal tax impacts alone exceeded the Brand USA FY2022 budget by 58%.

Market Dynamics and Methodology

Market Performance: Travel to the U.S. rebounded in 2022 to 50.9 million visitors, a 36% decrease from 2019, which was an improvement over the 72% shortfall in 2021.

Methodology: The analysis utilized an econometric model informed by ad tracking surveys, market share analysis, and Brand USA media engagement metrics. Results were validated using mobile device tracking data from Arrivalist, which measured the “lift” in arrivals among those exposed to Brand USA advertising versus a control group.