FY23 Business Plan Summary — Brand USA
Brand USA is the nation’s destination marketing organization, established by the Travel Promotion Act of 2009 to increase international visitation, spend, and market share while communicating U.S. visa and entry policies. Operations are funded through a public-private partnership, including nonfederal contributions and matching funds from international visitors via the Visa Waiver Program.
Strategic Context
The FY2023 plan initiates a three-year strategic approach aligning with the National Travel and Tourism Strategy, which aims to welcome 90 million international visitors annually by 2027. Key factors influencing this plan include:
Robust Industry Recovery: Following the removal of COVID-19 travel restrictions, the industry is poised for growth, with a full recovery to pre-pandemic levels projected by 2025.
Extraordinary Funding: The Consolidated Appropriations Act, 2022 provided $250 million in supplemental funding to assist in rebuilding the international visitor economy.
Market Strategy
Brand USA utilizes a data-driven model to prioritize markets, evaluating them based on factors such as size, economic growth, accessibility, and potential for responsiveness to marketing. For FY2023, primary markets include Canada, Mexico, the U.K., Germany, and China.
FY2023 Objectives
The plan focuses on six key objectives:
- Effective Outreach: Reach target audiences through appropriate channels and messaging.
- Inspiration: Keep the USA top-of-mind for potential travelers.
- Conversion: Facilitate the consumer journey from inspiration to booking in coordination with industry partners.
- Trade Engagement: Strengthen B2B relationships and provide resources for industry stakeholders.
- National Strategy: Support federal initiatives, including those promoting diverse, inclusive, and accessible tourism.
- Governance: Maintain high standards of corporate and financial governance, including managing overhead costs to no more than 10%.
