No Brand USA? Fewer Global Travelers Will Buy American

Brand USA, the public-private partnership charged with promoting the U.S. as a travel destination to potential visitors abroad, continues to deliver significant results for the U.S. economy, according to the latest ROI numbers. That’s a good thing, because America needs Brand USA now more than ever.

Congress must act to reauthorize Brand USA now to ensure it will continue to benefit our economy, from the coasts to the heartland and every point in between.

Created in 2009 and renewed in 2014 with strong bipartisan support, Brand USA is charged with promoting the U.S. as a premier destination for business and leisure travel worldwide. This is a crucial task, since international travel is our country’s No. 1 service export, responsible for creating an $84 billion travel trade surplus for the country—the highest of any industry. Brand USA is America’s voice in an intensely competitive global travel market, highlighting the vast and unique experiences for visitors to the U.S.—sending high-value international visitors to, through and beyond America’s gateways.

On that note: if you believe only major urban areas benefit from international tourism, Brand USA’s results offer an eye-opening surprise. Its marketing efforts drive visitation throughout the U.S., using creative strategies to help reach global audiences. These campaigns all encourage global travelers to explore our country well beyond our largest cities and into places that may be lesser known worldwide yet incredibly appealing to international visitors, so all Americans can benefit from the power of inbound travel.

To read more about the full benefits of Brand USA, view the entire column on Politico.