Brand USA’s Film “National Parks Adventure” Expected to Generate More Than 172,000 International Visits to the United States and Increase Visitor Spending by $700 Million
Washington, DC – August 2018: Brand USA, the destination marketing organization for the United States, today released the results of a return on investment (ROI) study showing the significant marketing impact of Brand USA’s first IMAX and giant-screen film, “National Parks Adventure,” on increasing international visitation and spend in the United States. Research by Phocuswright and Oxford Economics found that “National Parks Adventure” will generate $700 million in incremental spend and 172,335 incremental visitors to the United States from Fiscal Year 2017 through Fiscal Year 2019. The study includes an analysis of six markets – Canada, Mexico, Germany, China, Brazil, and United Kingdom – which finds a marketing ROI of 56:1 based on Brand USA’s production and marketing expenses of $12.5 million.