Brand USA’s international marketing initiatives yield $3 billion boost for U.S. economy



A study released by Oxford Economics revealed that Brand USA generated more than 3 million incremental visitors from around the globe during the past three years. Those international visitors accounted for $9.5 billion in incremental spending, which injected more than $21 billion into the U.S. economy.

Christopher L Thompson, President and CEO, Brand USA, said, “Everything we have accomplished has hinged on the steady support of our ever-expanding partner network and a globally coordinated marketing program that brings together our collective efforts.”

A driving force of Brand USA’s marketing efforts, Thompson said, is the goal of welcoming 100 million international visitors to the U.S. in a single year by 2021. This is a target President Obama set in 2012 with the release of the National Travel and Tourism Strategy, an initiative that is helping to create more U.S. jobs through the expansion of the tourism sector.

“Our direct-to-consumer marketing continues to expand to new markets and is now playing globally through valuable media partnerships. Our cooperative marketing opportunities are adding value and creating all-new platforms to showcase U.S. destinations and experiences to the world. Our travel trade outreach is forging new and exciting relationships with the travel trade around the world,” he added.