Brand USA — FY2024 Business Plan Overview
About Brand USA
Brand USA is a public-private partnership established by the Travel Promotion Act to market the United States globally as a premier travel destination. It serves as the destination marketing organization for the U.S., driving economic growth, tax receipts, and job creation while delivering value for the travel industry and communities.
Mission and Objectives
Vision: To enrich lives by welcoming the world to travel to the USA.
Mission: To create community prosperity through partnership, leadership, and travel inspiration.
National Strategy Alignment: Brand USA supports the National Travel and Tourism Strategy, which aims to welcome 90 million international visitors annually by 2027, generating $279 billion in spending.
FY2024 Objectives: Increase international visitation and spend, improve global brand perception, disperse travelers to diverse destinations, and nurture industry partnerships.
Global Economic and Travel Outlook
Global economic growth is decelerating due to inflation, geopolitical tensions, and tighter monetary policy, though a modest recovery is projected for 2024. International inbound travel to the U.S. is steadily rebounding — total arrivals are projected to reach 79% of pre-pandemic levels by late 2023, with full recovery expected by 2025.
National Travel and Tourism Strategy Alignment: The federal government’s 2022 strategy sets a five-year goal of welcoming 90 million international visitors annually by 2027, translating to $279 billion in visitor spend. The strategy rests on four pillars: destination promotion, travel facilitation, inclusive and diverse experiences, and resilient, sustainable tourism.
Market Strategy
Market Selection and Scorecard Framework: Brand USA partners with Tourism Economics on a standardized scorecard of 32 indicators to prioritize international markets and allocate resources. The model evaluates market size, economic growth, accessibility, risk, and travel sentiment, alongside non-modeled factors like trade status and in-country representation.
FY2024 Focus Markets: Marketing efforts target 17 core market regions, led by Canada and Mexico, which together account for over 52% of inbound arrivals. Source markets are monitored dynamically, with entry strategies adjusted for regional recovery speed and cultural risk mindsets.
The Six Stages of the Traveler Journey: Marketing efforts align with the traveler’s path to purchase across six consecutive phases:
- Branding & Inspiration
- Education
- Shopping
- Booking
- Visiting
- Reliving & Sharing
Brand USA aligns multi-channel campaigns to these phases, ensuring consistent brand presence from initial inspiration through booking completion.
Core Activities:
Consumer Marketing: Digital, social, and broadcast media to build brand awareness and desirability. Includes a comprehensive brand refresh (research, positioning, updated visual identity, global advertising toolkits) and always-on tactics such as short-form content via the “United Stories” platform, episodic programming through GoUSA TV, localized trip planners, and targeted earned media.
Travel Trade Engagement: Training, sales missions, and events such as Brand USA Travel Week U.K. & Europe to support industry professionals. Agent education includes multi-itinerary MegaFams and a platform renovation of the USA Discovery Program.
Partnership Marketing: Collaboration with U.S. travel industry stakeholders to amplify diverse experiences and drive conversion, including full-funnel activation campaigns tied to concrete booking metrics (room nights, flight counts, revenue). Tourism Exchange USA operates as a B2B digital marketplace for live inventory exchange, lowering entry barriers for small, rural, and minority-owned travel businesses.
Organizational Objectives and KPIs
Core goals center on establishing the USA as the preferred global destination, driving community prosperity, and maintaining public integrity and organizational standards. Key metrics include target increases in brand perception and travel intent, reaching at least 180 “beyond the gateway” destinations, and fulfilling a $50 million cash contribution requirement.
FY2024 Budget
The fiscal plan prioritizes marketing investment to maximize economic impact:
- $255.8 million for marketing (95% of total expenses)
- $11.3 million for operational expenses
- $2.2 million for public affairs
Revenue is balanced between a $100 million allotment from the Travel Promotion Fund and $110 million combined in partner cash and in-kind contributions.
Governance and Executive Leadership
Brand USA is led by a professional executive management team overseen by a President/CEO, CFO, and senior vice presidents managing integrated marketing and public affairs. An 11-member Board of Directors, appointed by the U.S. Secretary of Commerce, governs the organization — all U.S. citizens who currently or formerly held executive management roles across distinct travel industry sectors.
