This flagship report outlines the far-reaching, community-wide benefits of destination promotion. It features quantitative and qualitative analysis across seven thematic chapters covering tax revenue, workforce development, culture, economic growth, brand perception, and tourism improvement district (TID) impact. The report provides compelling proof that destination promotion delivers value beyond hospitality metrics, influencing quality of life, community pride, and business development.

This presentation, based on Longwoods’ work with over 70 destinations, explains how to effectively use data to defend tourism funding in high-stakes budget conversations. It centers on Colorado’s funding collapse in the 1990s as a cautionary tale and offers a repeatable framework for using visitor research, economic impact, and storytelling to justify tourism investment in modern-day debates.

This policy brief challenges the tourism industry to move beyond ROI-based arguments and adopt values-based language that better connects with policymakers and the public. Drawing on political framing theory, it emphasizes how emotional and value-laden narratives resonate more than data alone. The piece offers specific guidance on word choice, such as promoting the use of ‘promotion’ over ‘marketing’ and illustrates how terminology shapes perception with real-world political examples.

This comprehensive econometric report analyzes the return on investment for Brand USA’s marketing efforts in fiscal year 2024. The analysis combines survey data, market performance metrics, and mobile device tracking to quantify how Brand USA influenced international travel to the U.S. It reveals that Brand USA’s efforts generated 1.6 million incremental visits and $5.9 billion in visitor spending, with a $23.37 ROI per dollar invested. It also contextualizes U.S. market performance globally, citing shifts in market share, especially from Asia and Latin America.

Destination organizations face intensifying pressure as traditional public funding becomes more politically vulnerable and subject to diversion. This section outlines the shifting funding landscape, including rising competition for public dollars, philosophical opposition to tourism spending, and new laws that reallocate bed tax revenue, and explores stable, proactive solutions such as TIDs, assessments, increment financing, and diversified private revenue. Learn how destinations can build long-term funding stability through stronger advocacy, trust-building, and data-backed strategies.

This U.S. Travel Association report demonstrates how destination marketing drives economic growth and community vitality across the United States. It combines national data and local case studies to show how tourism promotion supports jobs, funds public services, and enhances residents’ quality of life. The report explores the ripple effects of visitor spending across industries and highlights the long-term value of sustained marketing investment. It also outlines how coordinated efforts with Brand USA expand global reach for U.S. destinations. Overall, the report positions destination promotion as a proven catalyst for economic development and community well-being.

This comprehensive advocacy toolkit includes the full 2017 Power of Travel Promotion report, executive summary, and a one-page fact sheet, offering a foundational set of talking points and case studies to defend destination marketing. It features returns from campaigns like ‘New Mexico True’ and outlines the economic damage caused when states like Pennsylvania cut tourism budgets. Highlights Brand USA’s cost efficiency and compares the U.S. to international competitors in promotional investment.