Brand USA’s FY25 Economic Impact Study
In FY2025, Brand USA’s marketing generated 926,183 incremental visits to the United States, accounting for approximately 1.3% of all U.S. visitors. Each dollar spent on marketing generated $20.12 in visitor spending, and after accounting for operating overhead, the return on investment (ROI) was $18.43 per dollar invested.
Driving Measurable Impact in FY25
According to Tourism Economics, Brand USA’s FY25 marketing efforts generated measurable impact through additional visitation, spending, and jobs. – Study by Oxford Economics
Total Economic Impact
Additional Visitors
Additional Spend
Additional Jobs Supported
Market Performance
ROI by Region: Canada and Mexico combined delivered the highest impact, with $1.2 billion in incremental spending and a 43.8-to-1 ROI. Latin America (excluding Mexico) achieved an ROI of 42.7-to-1, while Asian markets yielded 31.2-to-1, and European markets yielded 15.4-to-1.
General Trends: Total international travel to the U.S. declined by approximately 5.4% in 2025, remaining 14% below 2019 levels. While overall overseas travel declined by 2.5%, certain markets — including Brazil, the UK, Spain, Colombia, Italy, and Japan — saw growth.
Methodology
ROI was calculated using a pooled cross-sectional econometric model that analyzes media impressions, online engagement, and market share changes. This model was further validated against mobile device tracking data provided by Arrivalist, which measures the “lift” in arrival rates among travelers exposed to Brand USA advertising compared to a control group. Since FY2013, Brand USA has generated $38.1 billion in total visitor spending.
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