FY25 Business Plan Summary — Brand USA
This summary outlines Brand USA’s Fiscal Year 2025 (FY25) Business Plan, which details the organization’s objectives, marketing strategies, and financial framework to promote the United States as a premier travel destination.
FY25 Strategic Vision and Objectives
Brand USA aims to maintain the United States’ status as a leading global travel destination. Core organizational objectives include:
Marketing Innovation: Develop global initiatives to inspire visitation and enhance brand perception. Targets include achieving 90%+ brand awareness and 65%+ positive perception.
Economic Impact: Drive visitation and spending, with goals for a 30% increase in incremental visitation and a 45% increase in visitor spending (FY25 over FY23).
Stakeholder Engagement: Support the U.S. travel industry through high-value programs, aiming for 90% partner satisfaction and retention.
Organizational Excellence: Maintain financial integrity, ensuring 100% compliance and securing $100 million in private funding to match federal contributions.
Marketing Framework and Market Strategy
Brand USA employs a data-driven, three-year strategic approach (FY25–FY27) to influence the traveler journey. Marketing activities are categorized by the traveler’s phase:
Inspiration: Showcasing transformative experiences.
Consideration: Personalized content and social media engagement.
Planning/Booking: Simplifying the process via trusted partners and OTA campaigns.
Market Tiers: Strategies are tailored by market category, including “Maintain” (e.g., Canada, U.K.), “Expand” (e.g., Mexico, Brazil, Australia), “Diversify” (e.g., South Korea, Argentina), and “Stabilize” (e.g., Colombia, Spain).
Financial Overview
The FY25 expense budget is set at $252 million.
- Marketing: $224.876 million (89%)
- Operations: $14.124 million (6%)
- Corporate Affairs: $13 million (5%)
- Funding Sources: Primarily derived from the Travel Promotion Fund ($100M), reserve drawdowns ($96M), and partner cash contributions ($55M)
Leadership Transition
FY25 marks a period of leadership transition, with Fred Dixon succeeding long-time President and CEO Chris Thompson. The organization continues to focus on long-term goals aligned with the National Travel and Tourism Strategy, including welcoming 90 million international visitors by 2027.
