Brand USA

Mission Statement: Brand USA’s mission is to increase incremental international visitation, spend, and market share to fuel the nation’s economy and enhance the image of the USA worldwide.

Summary of Services: As the destination marketing organization for the United States, established by the Travel Promotion Act of 2009 as the nation’s first public-private partnership to spearhead a globally coordinated marketing effort to promote the United States as a premier travel destination and to communicate U.S. visa and entry policies, Brand USA began operations in May 2011.

General description of work:  As the destination marketing organization for the United States, Brand USA’s mission is to increase incremental international visitation, spend, and market share to fuel the nation’s economy and enhance the image of the USA worldwide.

Established by the Travel Promotion Act of 2009 as the nation’s first public-private partnership to spearhead a globally coordinated marketing effort to promote the United States as a premier travel destination and to communicate U.S. visa and entry policies, Brand USA began operations in May 2011.

As one of the best levers for driving economic growth, international travel to the United States currently supports 1.8 million American jobs (directly and indirectly) and benefits virtually every sector of the U.S. economy. Since its founding, Brand USA has worked in close partnership with more than 700 partner organizations to invite the world to explore the exceptional, diverse, and virtually limitless travel experiences and destinations available in the United States of America.

According to studies by Oxford Economics, over the past four years Brand USA’s marketing initiatives have helped welcome 4.3 million incremental visitors to the USA, benefiting the U.S. economy with nearly $30 billion in total economic impact, and supporting, on average, 50,900 incremental jobs a year.

Brand USA’s operations are supported by a combination of non-federal contributions from destinations, travel brands, and private-sector organizations plus matching funds collected by the U.S. government from international visitors who visit the United States under the Visa Waiver Program.

Key issues addressing or advocating:  Brand USA is not an advocacy organization.  We are singularly focused on marketing the United States as a premiere travel destination to the United States.  We have a number of marketing initiatives active in 40 international markets, which include consumer marketing, global trade, and cooperative marketing programs.

Our major focus this coming year, America’s Musical Journey, is a film for IMAX® and giant screen theatres which follows on the heels of the successful 2016 National Parks Adventure film.  America’s Musical Journey celebrates the diverse music and creative risk-taking spirit that characterize America.  Follow Grammy-nominated singer/songwriter Aloe Blacc as he traces Louis Armstrong’s footsteps through the colorful locales where America’s music was born—iconic cities like New Orleans, Chicago, Detroit, New York City, Nashville, Miami and more—and meet the artists, music makers, storytellers and innovators who are shaping America’s culture today.  A MacGillivray Freeman Film for IMAX® and giant screen theatres, produced in association with Brand USA and presented by Expedia, Inc.

Key meeting dates:

  • Wednesday, September 20, 2017 – Board of Directors Meeting
  • Wednesday, November 29, 2017 – Board of Directors Meeting
  • Wednesday, February 21, 2018 – Board of Directors Meeting
  • Wednesday, May 2, 2018 – Board of Directors Meeting
  • Thursday, August 2, 2017 – Board of Directors Meeting
  • Thursday, November 15, 2018 – Board of Directors Meeting

Website:  thebrandusa.com/

Primary Contact:  Christopher L. Thompson, President and CEO,  Info@TheBrandUSA.com

  • We also host a variety of film premieres, MegaFams, roadshows, sales missions, tradeshows, USA Pavilions, talks, and webinars throughout the year.  For a calendar of Brand USA events as well as broader industry events, please visit: calendar.TheBrandUSA.info