Brand USA’s marketing initiatives drove record international visitor spending and economic impact in FY 2018

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Brand USA, the destination marketing organization for the United States, has generated a high return on investment (ROI) while driving significant incremental international visitation and spending over the past six years, according to a new report by Oxford Economics.

The report shows Brand USA has consistently driven strong results for incremental international visitor spending, tax revenues generated, and total economic impact.

According to Brand USA’s press release, marketing efforts in FY2018 alone (October 1, 2017 – September 30, 2018) helped drive:

  • 1.13 million incremental international visitors to the USA who spent
  • $4.1 billion on travel and fare receipts with U.S. carriers, and generated
  • $1.17 billion in federal, state, and local taxes and
  • $8.9 billion in total economic impact, and supported
  • 52,305 incremental U.S. jobs

The resulting FY2018 marketing ROI was 32:1—meaning that every $1 Brand USA spent on marketing generated $32 in spend by international visitors.

Brand USA President & CEO Christopher L. Thompson said  that international visitation “is an important driver for the nation’s economy—benefiting a wide range of industries well beyond travel and tourism. The United States provides international travelers more value in its diversity of experiences than any other place in the world, and we look forward to continuing to work with our partners to market the USA as the ultimate travel destination.”

According to the U.S. Department of Commerce, international travel to America is the nation’s top services export and represents 11 percent of all U.S. exports, contributing a $77.4 billion trade surplus.

The Massachusetts Office of Travel & Tourism (MOTT) was one of 13 founding partners when BrandUSA was formed.