Team & Leadership


Tracy Lanza

Sr. Vice President, Integrated Marketing

Tracy is senior vice president, integrated marketing for Brand USA, the public-private partnership responsible for launching the United States' first ever nationally coordinated tourism marketing effort. In this role, Tracy directs the development and implementation of the strategic marketing plan and supporting programs designed to advance the mission of Brand USA, including global consumer marketing and trade development. Her responsibility includes oversight of all of Brand USA’s international offices and in-market trade strategies, as well as global consumer campaigns, media strategy, digital platforms, public relations, and sponsorships.

During her four-year tenure at Brand USA, Tracy’s teams have developed award-winning campaigns that represent the entirety of the United States and promote the wide diversity of our nation’s many destinations, experiences, and cultures. Under her guidance, Brand USA launched the GoUSA TV network – a streaming video platform that is available on Roku, AppleTV, AmazonFire, and via Apple iOS and Google Play. Since its launch in 2018, GoUSA has become a popular platform to view entertaining and engaging video narratives of travel to the United States.

With more than 20 years in the advertising and marketing industry, the campaigns she has developed have won awards including Adrian, Brand Storytelling, Pro & Globe, Brand Film Festival, Ex, Halo, Reggie, Effie, Addy, and Clios, among many others. Prior to joining Brand USA, she managed the Brand USA business as the vice president, global account director on behalf of J. Walter Thompson and Geometry Global. 

Tracy has a Bachelor of Fine Arts from New York University’s Tisch School of the Arts with a degree in dramatic literature. She resides in Washington, DC with her husband, Matthew. They have four children: Moss, Kat, Noah, and Libby.

Apr. 08
PAST Talks

IAAPA Virtual Conference

Tracy Lanza
Dec. 05
PAST Talks

#DTTT Global 2019

United States
| Tracy Lanza
17 - 20
PAST Talks

ESTO 2019

Austin TX United States
| Christopher L. Thompson

More about Tracy Lanza

Favorite Travel Memory

Since I was a child, I've spent my summers on Cape Cod - a tradition I've continued with my own children.

Travel in the USA

A road trip is the best way to discover this country, while also learning a little bit about yourself.


I'm from Connecticut and a visit to New England to explore the history and landscape along the eastern coast should be on everyone's "must do" list.