Blockbuster movies, a streaming app, music campaigns & industry excursions – Brand USA is seeing a return on years of creative marketing & passionate hard work.

New figures revealed that Brand USA’s efforts, including the recently released America’s Musical Journeys flick, the specialist badges and the carefully-created streaming shows, have consistently driven visitor results for the USA over the last six years, and even helped deliver record-breaking numbers over 2018.

Data released by Oxford Economy showed that destination marketing organisation played a hand in bringing 13 million international visitors to the USA between 1 October 2017 to 30 September 2018, more than double the six million visitors over the same period in 2013.

In total, overseas travellers in the last fiscal year contributed US$8.9 billion to the US economy, which equalled to a return of US$32 for every US$1 Brand USA spent on international marketing.

The positive impact on investment was particularly impressive when compared to the 2013 return on investment of US$28 to every $1 spent on promotional activity.


Brand USA’s President and Chief Executive, Christopher L. Thompson, said the study reinforced the effectiveness of the organisation’s work and how it is contributing to communities and employment around the country.

“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.”

Christopher L. Thompson, Brand USA President & Chief Executive


With new-found confidence in their work, Brand USA is in the midst of producing a third USA-focused movie themed around nature, music and science.

The organisation will no doubt reveal more marketing projects next week at IPW in Anaheim. Keep an eye on KARRYON for updates direct from the conference.


Did you travel to the USA last year? Tell us which cities you visited & which you’d like to see next.