Brand USA Newsletter - June 2020

Brand USA holds itself accountable to its mission to increase incremental visitation, spend, and market share for the United States. A new study by Oxford Economics demonstrates that for the seventh consecutive year, in collaboration with its partners, Brand USA is accomplishing its mission.

The ROI results for Brand USA’s marketing efforts between FY2013-FY2019 show a strong ROI with significant impact on visitation, spend, and jobs:

• 7.5 million incremental international visitors who spent
• $25 billion on travel and fare receipts with U.S. carriers, and generated
• $7.1 billion in federal, state, and local taxes and
• Nearly $55 billion in total economic impact, and supported 50,000 incremental jobs
• The resulting FY2018 marketing ROI was 27:1—meaning that every $1 Brand USA spent on marketing generated $27 in spend by international visitors.

The study results are valid and verified.

• The study was conducted by Oxford Economics, the worldwide leader in economic impact studies, and used by destinations worldwide.
• The FY2019 study utilizes marketing performance inputs including advertising impressions and website engagements, as well as market share analysis and other inputs that help ascertain Brand USA’s impact on incremental visitation and the economy.
• In addition, this analysis fully considered external factors outside of Brand USA's marketing efforts such as macroeconomic conditions, currency exchange rates, direct marketing investments by others, policy changes such as visa waiver status of international markets, and other general market dynamics.
• The Oxford Economics methodology assures an independent analysis and a high level of confidence that the economic impact credited to Brand USA's activities are valid. 

For more information, such as the full report, visit Brand USA's website: ROI Study.