Dear Friends and Partners,
As I reflect on my anniversary with Brand USA, I am reminded of the start-up organization I walked into five years ago with just 18 full-time and a handful of part-time colleagues. Since then, this organization has undergone a remarkable transformation leaving it unrecognizable from my first day in November 2012.
Over the years, our team and now more than 700 global partners have achieved noteworthy accomplishments. The results of our collective efforts made a significant impact on our country’s economy delivering 4.3 million incremental international visitors and nearly $14 billion in incremental visitor spend, $30 billion in total fiscal impact, and supported just under 51,000 incremental jobs annually.
Brand USA’s campaigns and innovative marketing initiatives have translated into increased active participation in our programs, recognition for the critically acclaimed giant screen film America Wild: National Parks Adventure and solid financial results—earning us 100% of the federal match from the Travel Promotion Fund for the seventh consecutive year.
We remain steadfast in our commitment to tell the USA story reaching consumers via mobile, giant-screen, and everything in between. Our ‘social first’ storytelling approach has resonated in our key markets generating over 6 billion impressions in 2017. Our engagement with the travel trade community grows year-over-year through a multitude of touch points from the Brand USA MegaFams to sales missions & tradeshows to the USA Discovery training program.
The Market the Welcome initiative was recently installed in the Hartsfield-Jackson Atlanta International Airport and seven consular areas in U.S. embassies and consulates in Tokyo, Shanghai, New Delhi, Mumbai, Hyderabad, Kolkata, and Chennai with programs underway for Beijing, Calgary, Chengdu, Guangzhou, Shenyang, and Wuhan. Additionally, we continue to significantly enhance our relationship with the Visit USA committees and U.S. Commercial Service as we develop our U.S. diplomatic footprint around the world.
With all we’ve accomplished to date, our best is yet ahead as we continue to inspire the world to ‘Plan Your USA Trip Now.’
Together, we are marketing the USA!
President & CEO