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BRAND USA FISCAL YEAR 2018 ROI STUDY BY OXFORD ECONOMICS

The study, led by Oxford Economics, provides a detailed analysis of the ROI of Brand USA’s marketing efforts for the year ended September 30, 2018 (Fiscal Year 2018). The study utilizes an econometric model to quantify the incremental visits to the U.S. generated by Brand USA activities in each of the markets where Brand USA was active in FY2018.

According to the results of the study, since Fiscal Year 2013 Brand USA’s marketing efforts generated:

  • 6.6 million incremental visitors who spent
  • $21.8 billion on travel and fare receipts with U.S. carriers, and generated
  • $6.2 billion in federal, state, and local taxes and
  • $47.7 billion in total economic impact, which has supported, on average,
  • Nearly 52,000 incremental jobs each year, with a
  • Marketing ROI of 28:1 and overall ROI of 25:1

According to the results of the study, in 2018 Brand USA’s marketing efforts generated:

  • 1.13 million incremental international visitors who spent
  • $4.1 billion on travel and fare receipts with U.S. carriers, and generated
  • $1.17 billion in federal, state, and local taxes and
  • $8.9 billion in total economic impact, and supported
  • 52,305 incremental jobs

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