Study by Oxford Economics | Download FY23 ROI Report
Brand USA FY2023 ROI Report Summary
This summary provides an overview of the return on investment (ROI) and economic impact of Brand USA’s marketing activities during fiscal year 2023 (FY2023).
FY2023 Key Findings
Visitor Impact: Brand USA marketing generated 699,282 incremental visits to the U.S., representing 1.0% of all visitors in 2023.
Spending ROI: Across all markets, every dollar invested in Brand USA marketing generated $13.70 in visitor spending. Including all operating overhead, the ROI was $12.97 per dollar invested.
Total Economic Impact: Brand USA generated $2.4 billion in incremental visitor spending. Including indirect and induced effects, total economic output reached $5.1 billion, sustaining 31,995 jobs and generating $687 million in incremental federal, state, and local taxes.
Historic Performance: Since 2013, Brand USA has generated $28.8 billion in international visitor spending, with an average ROI of $20.25 in visitor spending and $3.07 in Federal tax receipts per budget dollar invested.
Regional ROI Performance
Returns varied significantly by region based on FY2023 investments:
- Latin America: Achieved an ROI of 36.2-to-1.
- Asia Pacific (APAC): Achieved an ROI of 24.7-to-1.
- North America: Achieved an ROI of 24.2-to-1.
- Europe: Achieved an ROI of 12.7-to-1.
Methodology
The analysis employed an econometric model validated by mobile device tracking data provided by Arrivalist. The model utilizes inputs such as media impressions, online engagement, and market share changes to calculate incremental visits and spending. For FY2023, digital tracking indicated a 25% increase in arrival rates for travelers exposed to Brand USA advertising compared to a control group.
