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Brand USA FY2024 ROI Report Summary
This summary outlines the return on investment (ROI) and economic impact of Brand USA’s marketing activities during fiscal year 2024 (FY2024), based on analysis by Tourism Economics.
Driving Measurable Impact in FY24
According to Tourism Economics, Brand USA’s FY24 marketing efforts generated measurable impact through additional visitation, spending, and jobs.
Total Economic Impact
Additional Visitors
Additional Spend
Additional Jobs Supported
FY2024 Performance Summary
Inbound Travel: International travel to the U.S. declined by approximately 5.4% in 2025, remaining 14% below 2019 levels.
Visitor Impact: Brand USA marketing generated 1,611,550 incremental visits to the United States, accounting for 2.2% of all US visitors in 2024.
Spending ROI: Brand USA achieved an ROI of $24.56 in visitor spending per dollar of marketing investment. When including all operating overhead, the ROI was $23.37 per dollar invested.
Total Economic Output: These efforts generated $5.9 billion in incremental visitor spending. When including indirect and induced impacts, the total economic output reached $12.8 billion.
Jobs and Income: This economic activity sustained 79,469 jobs and generated nearly $3.7 billion in personal income.
Economic Impact and Tax Contributions
GDP Contribution: Brand USA generated $6.6 billion in value-added (GDP) for the US economy.
Tax Revenue: The marketing activities generated $1.7 billion in incremental federal, state, and local taxes. Specifically, federal tax impacts amounted to $918 million, tripling the FY2024 budget of $254 million.
Methodology
The analysis utilized a multi-layered approach:
Econometric Modeling: Estimates were based on media impressions, online engagement, and market share performance, validated by historical survey research.
Digital Attribution: Arrivalist mobile device data was analyzed to confirm results by observing a control group (unexposed) versus a target group (exposed) to measure incremental lift.
Economic Modeling: An IMPLAN model was used to calculate the ripple effects—direct, indirect, and induced—of visitor spending across industries such as retail, lodging, and transportation.
Cumulative Historical Context
Since its inception in 2013, Brand USA has generated $34.7 billion in international visitor spending, with an overall implicit ROI of $20.72 in visitor spending and $3.15 in federal tax receipts per budget dollar invested.
