THE DESTINATION MARKETING organization Brand USA brought 1.13 million more incremental visitors to the U.S. in fiscal year 2018, according the organization’s most recent ROI report. That brings its total to 6.6 million new visitors since the organization’s founding in 2013.
The study, conducted by Oxford Economics found that fiscal year 2018 saw the highest ever rates for incremental international visitor spending, tax revenues generated, and total economic impact. According to the report, Brand USA’s marketing led to $4.1 billion in travel and fare receipts with U.S. carriers and $1.17 billion in federal, state, and local taxes. It supported 52,305 incremental U.S. jobs and $8.9 billion is the total economic impact.
Since its founding, the organization has generated $21.8 billion in travel and fare receipts, $6.2 billion federal, state, and local taxes, and $47.7 billion in total economic impact. This has been supported nearly 52,000 incremental jobs each year. The average marketing ROI over those six years is 28:1 while the overall ROI has been 25:1.
“The FY2018 ROI study reinforces the effectiveness of our promotional campaigns and how our efforts are supporting communities and employment throughout the country,” said Christopher Thompson, Brand USA’s president and CEO.
Brand USA uses a number of market-driven platforms and programs in its mission to increase incremental international visitation, spending and market share for the U.S. The organization was created by the Travel Promotion Act of 2009 as a public-private partnership to coordinate global marketing efforts to promote the United States as a premier travel destination and to communicate U.S. visa and entry policies.
In 2018, AAHOA and U.S. Travel Association formed a new coalition to fight the decline in the number of international visitors and promote international travel to the U.S.