Study: Brand USA Responsible for 1.1 Million U.S. Visitors
By Matt Alderton
July 10, 2014
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As Congress considers whether or not to renew the legislation that created Brand USA -- the nation's first-ever global consumer brand -- the U.S. Travel Association has published a new report demonstrating its value, it announced yesterday.
Titled "Brand USA: Working for All of Us," the report examines Brand USA's impact in 2013 and concludes that it attracted more than 1.1 million additional visitors to the United States who pumped an additional $3.4 billion into the U.S. economy. Furthermore, its analysis shows, the organization supported 53,000 new U.S. jobs; generated nearly $1 billion in federal, local and state tax revenue; and yielded a 47:1 return on investment (ROI) on marketing programs.
"Brand USA works for America because it delivers economic opportunity and supports jobs in both small and large communities across the United States," U.S. Travel Association President and CEO Roger Dow said in a statement. "This new report details how Brand USA's unique public-private partnership model effectively promotes increased international visitation and bolsters jobs and business investment, all without costing U.S. federal taxpayers a dime."
Brand USA was created in 2010 by the bipartisan Travel Promotion Act, which established a public-private partnership through which to promote international visitation to the United States. A bill currently before Congress -- the "Travel Promotion, Enhancement and Modernization Act" (H.R. 3340) -- would reauthorize the Travel Promotion Act and renew Brand USA through 2020.
As of today, that bill has 27 sponsors in the Senate and 137 in the House, with bipartisan support in both.
"Brand USA has been a stunning success and has delivered substantial economic benefits to every state," Dow said. "Congress should reauthorize the program without delay."