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.

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.

This report details the economic consequences of the United States’ failure to maintain global market share in international travel between 2000 and 2009. It quantifies the fallout: 68 million lost visitors, $509 billion in lost spending, and over 400,000 lost jobs. It argues that international travel should be treated as a vital export and economic growth driver and calls for greater federal coordination in global tourism promotion.