Brand USA

Established as a public-private partnership by the Travel Promotion Act of 2009, Brand USA functions as the nation's destination marketing organization. Its core mission centers on increasing incremental international visitation, spending, and market share to the United States, thereby fueling the U.S. economy, boosting exports, and creating jobs. Operating at no cost to American taxpayers, its funding combines nonfederal contributions from destinations and private-sector travel brands with matching funds collected from international visitors under the Visa Waiver Program. This model underpins a significant return on investment; over nine years, its marketing initiatives have contributed to 7.7 million incremental visitors and $56 billion in total economic impact, supporting more than 40,000 jobs annually. For every dollar spent, the organization generates an average of $27 for the U.S. economy. Brand USA executes data-driven global marketing campaigns, unifies messaging across government and industry, and leads strategic initiatives like international sales missions – a recent effort in South America facilitated 1,560 business meetings. Its collaborations extend to federal agencies, producing projects such as the "National Parks Adventure" IMAX film, and it leverages digital platforms to engage millions worldwide across 40 key countries. Reauthorized through 2027, Brand USA continues its role in promoting U.S. tourism.