Brand USA – the United States’ destination-marketing organisation – generated more than two million incremental visitors to the US from around the globe over the past two years, according to a recent study by Oxford Economics.
Those visitors accounted for $6.5 billion in incremental spending, which injected nearly $15 billion into the US economy.
The influx of incremental visitors also supported an average of 50,000 incremental jobs each of the two years.
Brand USA was created through the 2010 Tourism Promotion Act as a public-private enterprise to coordinate international marketing efforts in order to increase tourism to the US and enhance the United States’ image as a premier travel destination.
It began operations in May 2011.
Today, Brand USA is working with a network of nearly 500 private-sector partners.
“As a result of welcoming more international visitors to the United States, the US economy grows, jobs are created and more importantly, there is a more favourable image of the United States around the world,” said Christopher Thompson, president, Brand USA.
Oxford Economics, an international economic forecaster based in the UK, looked at nine global markets for the ROI study: Australia, Brazil, Canada, China, Germany, Japan, Mexico, South Korea and the United Kingdom.
Brand USA is fully deployed in each of those markets – implementing campaigns for consumer, travel trade and cooperative marketing.
Oxford documented that Brand USA marketing brought 903,400 incremental visitors to the United States during fiscal 2014 (October 2013 – September 2014).
Those travellers spent $3.1 billion on travel with US carriers, producing $7.1 billion total sales.
Overall, during fiscal 2014, the United States welcomed 75 million international visitors.
This translated into a $222-billion boost for the US economy.