Coronavirus Updates

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COVID-19

Coronavirus Updates

Our industry is resilient and when it is safe to do so, the world will travel again. Brand USA's current focus is to inform and support our partners and to keep the USA top-of-mind among consumers.

Resources
See the Market Tracker, download Brand USA's Messaging Guide, and access helpful links.
FAQs
FAQs
Find answers to commonly asked questions related to Brand USA's marketing activities, the state of the industry, and updated data.

Resources

BRAND USA MESSAGING

A secure travel environment is critical to the ability of U.S. states, cities, and local destinations to attract international travelers.

Travel is a key economic driver contributing $2.6 billion, and travel will be an integral part of the U.S. economy's ability to recover

When local government and health officials deem it safe to travel we expect people to start local, expand regionally, then nationally, and then internationally.

While further down the line, international travelers are an important travel demographic to bolster the economies of state and local communities as international guests spend more money (an average of $4,200) and stay longer (an average of 18 nights).

Currently, Brand USA's focus is to support out partners and keep the U.S. top-of-mind among consumers. The three pillars guiding our actions are:

1. Provide guidance, information, and insight

2. Deliver hope and optimism

  • We know people who watch destination videos are significantly more likely to then again search for that destination on their own. This is a highly effective way for us to keep consumer engaged with and interested in U.S. destination so that when they can travel again they choose to visit the USA.
  • We implemented a 'Stay Home. Stay Inspired.' strategy, which uses our episodic video content to engage with our 7 million hand-raisers viewing content on our social media channels and GoUSA TV online streaming channel
  • We launched a virtual road trip on Instagram Stories, which takes our audience on an exploration of the USA while they are adhering to guidelines to stay at home.
  • We are also using this lull in travel to educate, inform, and inspire our global network of travel agents and tour operators, for example:
    • We have hosted more than 80 training seminars in nine (9) countries reaching 21,200 travel agents since February 2020.
    • We are actively promoting our USA Discovery Program, which educates and tests agents knowledge of U.S. destinations so they are better informed on the product they sell.
    • During the first four (4) months of 2020, travel agents have completed approximately 27,074 - a 482 percent increase since 2019.
    • We have developed more than 25 new promotions to entice the travel industry in many of our active markets since February.
    • Featured 176 partner destinations in a key tool available to the travel trade, the Global Inspiration Guide. We have made important adjustments to the Inspiration Guide to protect our cooperative marketing plans.

3. Build SMART marketing tools

  • Brand USA is using this pause in travel activity to build marketing tools to stimulate active consideration and travel bookings at the first indication conditions are appropriate.
  • Our approach will be Specific, Measurable, Achievable, Realistic, and Timely.

TRAVEL'S ECONOMIC IMPACT ON U.S.

One (1) out of every 10 jobs depends on the travel sector

Domestic and international travel combined pump $2.6 trillion into the economy annually.

And, the travelers contribute $180 million in tax receipts across the USA, which bolsters our local communities' ability to provide services, such as emergency services, public schools, sanitation efforts, and more. This ultimately lessens the tax burden on our citizens.

BRAND USA'S EFFORTS AND ROI

Our efforts help to support local economies, lower the tax burden on citizens, and create jobs across the country.

Over the past seven (7) years, Brand USA's international marketing efforts have resulted in:

  • 7.5 million incremental visitors to the U.S., who have generated
  • Nearly $25 billion in incremental spending, and
  • 7.1 billion in federal, state, and local taxes, and support
  • More than 50,000 incremental jobs annually, resulting in a
  • Nearly $55 billion total economic impact

These results are reflective of Brand USA's unique position to market destinations in ways state and local DMO's are challenged to do on their own.

Over the past 10 years, Brand USA has created a vast array of tools and resources we can quickly engage when it is safe to travel again.

  • Launched on March 25, 2020, this multiweek virtual, interactive road trip takes our consumer audience on an  interact journey across five different itineraries which span all 50 states, five territories, and the District of Columbia and share their personal USA stories from the comfort of their home, using the hashtag #UNITEDStories
  • We will use questions, polls, and in-feed posts to encourage user-generated content through the hashtag #UNITEDStories.
  • When possible, we will place social tags specific to the appropriate partner to increase engagement with their destination.
  • And, remember to tag @VisitTheUSA and use #UNITEDstories hashtag as you push out your own dreaming/inspiration content via your digital and social channels.

GoUSA TV, is a great, streaming platform to promote travel dreaming while people remain at home and are actively seeking an entertaining escape. The best viewing experience and most popular way to view GoUSA TV is via streaming TV (Roku, Amazon Fire, and Apple TV). Download GoUSA TV now for free on iOS and Android.

Brand USA will stream our newest, highest-quality series, including:

  • California Pop: A sometimes weird, sometimes wacky look at the road less traveled via a quirky road trip up and down the California coast. Created by Saville Productions, winner of the 2019 Grand Prix Entertainment Lion at Cannes Film Festival. Available in English.
  • Americanos: From filmmaker Robert Rodriguez’s La Reyna (From Dusk Till Dawn, Sin City, Spy Kids, Machete), “Americanos” immerses viewers into the wondrous subcultures of American Latinos. Take a trip with us across America to meet amazing Latino artists, chefs, musicians and creators in Austin, Texas; Queens, New York; Tucson, Arizona; Santa Fe, New Mexico; and Los Angeles, California. Available in English with Spanish subtitles.
  • Trails & Trailblazers: Blaze a new trail without leaving the house! Connect your inner trailblazer to a cross-country trek thru Texas, Alaska, Oregon, Utah, Arizona, New Mexico, New York and Florida.  Explore the transformational allure of wild places and the human connection we all share. Produced by Macgillivray Freeman Films, who created this eight-episode content series while filming “Into America’s Wild,” our third giant screen movie. Available in English.

Reminder, partners can submit videos for consideration on the channel by emailing [email protected] or visiting TheBrandUSA.com/GoUSA-TV/Information for more details.

  • Visitors should pay close attention to travel alerts and information from respective air carriers.
  • Brazil: Effective May 24, 2020, there is a temporary entry ban for any visitor who has been to Brazil during the 14 days prior to travel, other than U.S. citizens or their immediate family, legal permanent residents, or flight crew members.
  • Canada and Mexico: Effective March 21, 2020, nonessential travel between the United States and Canada and Mexico is temporarily restricted until 11:59 PM on June 21.
  • China and Iran: There is a temporary entry ban for any visitor, other than U.S. citizens, legal permanent residents or their immediate family, who has been to either China or Iran during the 14 days prior to travel.
  • Ireland, the UK, and the Schengen Area of Europe: There are temporary entry restrictions for any visitor, other than U.S. citizens, legal permanent residents or their immediate family, who has been physically present in Ireland, the UK, and the Schengen Area of Europe during the 14 days prior to travel. The Schengen Area includes the following countries: Austria, Belgium, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Slovakia, Slovenia, Spain, Sweden, and Switzerland. 
  • South Korea: Anyone traveling to the United States from South Korea will undergo screenings prior to boarding flights.

Frequently Asked Questions

Brand USA has received several inquiries about the COVID-19 (Coronavirus) outbreak and potential impact on travel and tourism. To help respond to these inquiries, we are providing the answers to the most frequently asked questions we have received.

According to the Center for Disease Control and Prevention (CDC), the 2019 Novel Coronavirus is a virus identified as the cause of an outbreak of respiratory illness first detected in Wuhan, China.

According to the CDC, as of June 1, 2020 at 5:00 PM EST, there are 1,787,680  total cases in the United States.

Brand USA advises everyone to follow CDC guidance on prevention and treatment.

For the most up-to-date information related to travel health advisories, visit the CDC website. Visitors should pay close attention to travel alerts and information from respective air carriers.

Visitors should pay close attention to travel alerts and information from respective air carriers.

  • Brazil: Effective May 24, 2020, there is a temporary entry ban for any visitor who has been to Brazil during the 14 days prior to travel, other than U.S. citizens or their immediate family, legal permanent residents, or flight crew members.
  • Canada and Mexico: Effective March 21, 2020, nonessential travel between the United States and Canada and Mexico is temporarily restricted until 11:59 PM on June 21.
  • China and Iran: There is a temporary entry ban for any visitor, other than U.S. citizens, legal permanent residents or their immediate family, who has been to either China or Iran during the 14 days prior to travel.
  • Ireland, the UK, and the Schengen Area of Europe: There are temporary entry restrictions for any visitor, other than U.S. citizens, legal permanent residents or their immediate family, who has been physically present in Ireland, the UK, and the Schengen Area of Europe during the 14 days prior to travel. The Schengen Area includes the following countries: Austria, Belgium, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Slovakia, Slovenia, Spain, Sweden, and Switzerland. 
  • South Korea: Anyone traveling to the United States from South Korea will undergo screenings prior to boarding flights.

As Brand USA is closely monitoring the impact of coronavirus and we are guided by two principles:

1. Listen to the advice of public health officials

2. Make fact-based decisions using in-market insights

As responsible stewards of the funds entrusted to us by our partners, Brand USA has taken the following steps.

  • We are building programs to allow for a “quick start” back into markets as soon as it is viable.
  • We will post organic and inspirational content across key digital channels themed as “Stay home. Stay inspired!”
  • We launched a three-week virtual U.S.A. road trip and we will stream new content across our GoUSA TV channel through the end of April.

As of March 13, 2020, we have:

  • Paused most paid media globally (China was paused on January 28 and South Korea on February 26)
  • Paused or postponed most partner programs, as communicated directly by Partner Engagement reps.
  • Paused or postponed key activations that involve convening groups in U.S. destinations
  • New timing for all affected consumer, partner, and trade programs will be announced as we monitor the situation in each market.

Brand USA will proceed with specific in-market initiatives where the market dictates. We will also continue to push out inspiration and organic content about the United States where such messaging is likely to be successful.

If you are concerned about current programs, please reach out to your partner engagement representative.

A declaration of a national health emergency, in and of itself, does not impact the public’s ability to travel.

This is an administrative tool that allows U.S. federal agencies broader latitude to promote and protect the public welfare in ways they can’t otherwise. More specifically, this action provides more authority to specific government officials to temporarily reassign personnel and resources.

Given the fast-evolving nature of the coronavirus outbreak, please monitor the CDC health alerts and State Department travel advisories before making a decision.

On March 19, the U.S. State Department issued a level 4 travel alert that advises U.S. citizens avoid all international travel.

On March 19, 2020, the U.S. State Department issued a level 4 travel alert that advises U.S. citizens avoid all international travel.

Additionally, any U.S. citizen returning to the U.S. who has been in Hubei Province in the previous 14 days will be subject to up to 14 days of mandatory quarantine, to ensure they are provided proper medical care and health screening. To be clear, this applies only to U.S. citizens who have been in Hubei Province in the past 14 days.

Any U.S. citizen returning to the U.S. who has been in the rest of mainland China within the previous 14 days will undergo proactive entry health screening at a select number of ports of entry and up to 14 days of monitored self-quarantine to ensure they have not contracted the virus and do not pose a public health risk.

Effective March 20, 2020, routine visa services are suspended. More information and updates are available at the U.S. Department of State.

Entry into the United States is temporarily suspended for most individuals who have been physically present within the United Kingdom, Ireland, Schengen Area of Europe, and China within 14 day. Please note that any traveler with a valid ESTA who is subject to current travel restrictions and who attempts to travel to the United States will have their ESTA cancelled. For more information, please visit U.S. Customs and Border Protection ESTA page here and U.S. Department of State site here.

Effective May 24, 2020, entry into the United States is temporarily suspended for any visitor who has been to Brazil during the previous 14 days prior to travel. This does not apply to flight crew members, U.S. citizens or their families, or legal permanent residents.

Effective March 21, 2020, the United States, Canada, and Mexico will temporarily restrict all nonessential travel, including recreation and tourism, across the U.S.-Canada and U.S.-Mexico land borders.

The National Park System is modifying operations on a park-by-park basis and visitors are encouraged to check the status of individual parks here.

Please note that while many outdoor spaces remain open to the public, most facilities are closed and programs are cancelled.