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Brand USA

From Wikipedia, the free encyclopedia

Brand USA is a destination marketing organization and public private partnership established in 2010 to raise awareness of the United States as a tourist destination. As of 2025, the initiative is authorized and funded through 2027.[1]

What is now Brand USA was authorized in 2010 by Congress through the Travel Promotion Act. It was launched at World Travel Market and began operations in 2011 after the country received less than what was perceived as its fare share of international tourism.[2][3] The program was initially authorized for five years and while it has generally operated with the support of both Republicans and Democrats,[4] in 2017, the organization was threatened by the Trump administration's initial plans for fiscal 2018, but continued to exist.[4][5]

While much of Brand USA's funding comes from fees tied to international visa payments to which it has to provide matching funding,[6][7] in 2022, the Biden administration signed Restoring Brand USA Act which authorized $250million to continue the country's recovery from the downturn caused by the COVID-19 pandemic.[8]

Brand USA's initiatives include Brand USA Travel Week, which launched in 2019.[9][3]

Chris Thompson was President & CEO from 2012 until his retirement, when he was replaced by Fred Dixon, former President & CEO of NYC & Company.[10][11]

References

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  1. ^ Uttecht, Mark (2019-07-01). "Renew Brand USA". www.ustravel.org. Retrieved 2025-03-01.
  2. ^ Promotion, United States Congress Senate Committee on Commerce, Science, and Transportation Subcommittee on Competitiveness, Innovation, and Export (2012). Tourism in America: Moving Our Economy Forward : Hearing Before the Subcommittee on Competitiveness, Innovation, and Export Promotion of the Committee on Commerce, Science, and Transportation, United States Senate, One Hundred Twelfth Congress, First Session, November 17, 2011. U.S. Government Printing Office. pp. 27–30. ISBN 978-0-16-090796-8.{{cite book}}: CS1 maint: multiple names: authors list (link)
  3. ^ a b Sullivan, Kevin (2013-03-10). "With Brand USA, a campaign to lure foreign tourists — and their money". Washington Post. Archived from the original on 2024-06-15. Retrieved 2025-03-01.
  4. ^ a b Peltier, Dan (2017-05-23). "Brand USA Faces Extinction Under Trump's Proposed Budget". Skift. Retrieved 2025-03-01.
  5. ^ Commerce, United States Congress House Committee on Energy and (2014). Travel Promotion, Enhancement, and Modernization Act of 2014: Report (to Accompany H.R. 4450) (including Cost Estimate of the Congressional Budget Office). U.S. Government Printing Office. p. 4.
  6. ^ Transportation, United States Congress Senate Committee on Commerce, Science, and (2014). Travel Promotion, Enhancement, and Modernization Act of 2014: Report of the Committee on Commerce, Science and Transportation on S. 2250. U.S. Government Printing Office. pp. 4–8.{{cite book}}: CS1 maint: multiple names: authors list (link)
  7. ^ Jansen, Bart. "Trump's budget proposes to eliminate Brand USA". USA TODAY. Archived from the original on 2022-08-11. Retrieved 2025-03-01.
  8. ^ Girma, Lebawit Lily (2022-03-15). "Brand USA Receives $250 Million in Funding to Attract International Visitors". Skift. Archived from the original on 2024-05-23. Retrieved 2025-03-01.
  9. ^ "Brand USA officially launches its Brand USA Travel Week U.K. and Europe 2024: This is what you need to know - Travel And Tour World". 2024-10-21. Retrieved 2025-03-01.
  10. ^ "Outgoing chief Chris Thompson on his time at Brand USA". www.travelweekly.com. Retrieved 2025-03-01.
  11. ^ "Brand USA names Fred Dixon CEO". www.travelweekly.com. Archived from the original on 2024-04-04. Retrieved 2025-03-01.
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