Brand USA, the public-private entity that promotes travel to the U.S., released a report today indicating that the organization’s marketing efforts have resulted in 1.1 million additional visitors to the U.S.
The 1.1 million is a 2.3% increase over growth that would have occurred without Brand USA marketing initiatives, according to the report. The full report can be found here.
Based on research conducted by Oxford Economics, the report states that Brand USA has seen a 47:1 return on its investment in eight core international markets: Canada, Mexico, Japan, South Korea, the U.K., Germany, Brazil and Australia.
Brand USA’s marketing expenses for the fiscal year ended Sept. 30, 2013, totaled $72 million. The report estimates that the 1.1 million additional visitors to the U.S. spent $3.4 billion while traveling.
“If you look at a first-ever destination marketing organization for the United States, for us to be able to have this kind of impact in our second year of operation, honestly [this] has exceeded expectations I could have ever hoped for,” said Chris Thompson, CEO of Brand USA.
The Travel Promotion Act, signed into law in 2010, authorizes Brand USA’s marketing efforts through Sept. 30, 2015.
While Thompson didn’t directly acknowledge how the report could serve to help keep Brand USA’s funding and support alive beyond 2015, he said that Brand USA was informing all stakeholders, from the federal level down to individual private investors, about the report’s findings.
“I don’t look at any of those kinds of dates because I see a very bright future ahead of us,” said Thompson.
The report, titled “The Return on Investment of Brand USA Marketing” found that the $3.4 billion in additional visitor spending attributable to Brand USA’s global marketing initiatives generated $7.4 billion in business sales, $3.8 billion in GDP, $2.2 billion in personal income and 53,000 new jobs.
The report also highlighted areas where Brand USA can improve its marketing tactics, such as in Mexico, where Brand USA ads did not seem to drive any notable increase in visitation to the U.S.
Brand USA has a presence in 20 international markets, including the eight markets in which it is fully deployed. It has varying degrees of investment in each market.
Follow Michelle Baran on Twitter @mbtravelweekly.
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