U.S. Travel Industry Rallies Behind Brand USA
June 6, 2017 12:50pm
300-plus travel businesses and organizations sign letter to Congress extolling agency’s benefits; For every $1 spent on marketing, Brand USA adds $27 to U.S. economy
WASHINGTON (June 6, 2017)—The U.S. travel industry is rallying around Brand USA, after President Trump’s budget proposal eliminating funding for the agency charged with marketing the U.S. around the world.
In a letter delivered to key congressional committees, the U.S. Travel Association—along with more than 300 travel businesses, associations, and destination marketing organizations—highlighted Brand USA’s new return-on-investment numbers, and the agency’s vital role in job creation across America.
“Brand USA is an outstanding performer from an ROI standpoint, and hamstringing this successful public-private partnership would be a bad move for our economy,” said U.S. Travel Association President and CEO Roger Dow. “The value Brand USA adds is simply phenomenal, it’s all done without a dime of taxpayer money.
“Millions of visitors who would not have come here otherwise have visited the U.S. because of Brand USA’s marketing campaigns, and they’ve added billions to the U.S. economy and supported tens of thousands of additional U.S. jobs per year. Now more than ever, Brand USA’s efforts are needed to show the world that America is, and always will be, a welcoming destination with so much to offer international visitors.”
Emphasizing Brand USA’s broad bipartisan support in Congress, the letter to House and Senate committee leaders outlines the agency’s task of attracting international business and leisure travelers to all 50 states—not just the major gateway cities.
Brand USA president and CEO Chris Thompson announced the latest results of an independent analysis of the agency’s return on investment at U.S. Travel’s IPW gathering in Washington, D.C. today. According to the independent research firm Oxford Economics, over the last four years Brand USA’s marketing efforts have resulted in:
Brand USA is supported by $10 from each $14 Electronic System for Travel Authorization (ESTA) fee paid by visitors from Visa Waiver Program countries, which are matched by private sector contributions. In return, every $1 Brand USA spent on marketing generated $27 to the U.S. economy.
Said Dow: “Based on their stated priorities of economic, job and export growth, the Trump administration officials have every reason to support Brand USA. As we welcome the world to America in the White House’s backyard during this year’s IPW, I hope they will see the tremendous value of the agency, and evolve their position on this successful organization.”
Tags: us travel,
u.s. travel association,
The U.S. Travel Association is the national, non-profit organization representing all components of the travel industry that generates $2.1 trillion in economic output and supports 15.1 million jobs. U.S. Travel's mission is to increase travel to and within the United States. Visit www.ustravel.org.
Contact: Cathy Keefe Reynolds
Contact: Jamie Morris
U.S. Travel Association President and CEO Roger Dow Says Addressing Falling Inbound Travel Needs to Become a National Priority
Travel Trends Index: Domestic Leisure Travel Withstands Harvey and Irma
Travel Trends Index: Slight Uptick Across All Travel Segments
U.S. Travel Statement on New Travel Restrictions
Tourism Cares Rallies Support for Hurricane/Disaster Relief
Portions of Travel Trends Index Revised Sharply Downward on New Data
U.S. Travel Association Presents Florida Governor Rick Scott with Distinguished Leadership Award for Commitment to Travel and Tourism
Louisiana's Kyle Edmiston Wins 2017 State Tourism Director of the Year
Workers Who Start in Travel and Tourism Achieve Higher Peak Salary Than Most Industries
Marriott's Arne Sorenson and STR's Randy Smith to Be Inducted into U.S. Travel Hall of Leaders
Travel Trends Index: Int'l Travel to U.S. Continues Strong Showing Post-Executive Order
U.S. Travel Trends Index: International Travel Post-Executive Order Stronger Than Expected
Bipartisan-Supported Brand USA Program Drives $21 Billion in Business Sales, 2 Million Jobs
U.S. Travel Reacts to Proposed Elimination of Brand USA in Trump Budget
Travel Trends Index: International Inbound Travel Shows Signs of Weakness
Wyndham Hotel Group’s Geoff Ballotti Named U.S. Travel National Chair
Travel Trends Index: International Travel Unexpectedly Strong to Start 2017
U.S. Travel Reacts to Trump's Joint Session Address
International Travel to U.S. Finally Returns to Pre-9/11 Levels
Travel Trends Index: Following a Strong 2016, Outlook Improves for Domestic Biz Travel
Please login or register to post a comment.