Brand USA releases ROI statistics

A new study by Oxford Economics has revealed that Brand USA’s marketing efforts are generating a high return on investment (ROI) and driving significant incremental international visitation and spend.

The Oxford Economics study includes an analysis of Brand USA’s work in nine markets – Australia, Brazil, Canada, China, Germany, Japan, South Korea, Mexico, and the United Kingdom – and also considers the organisation’s total impact in other international markets where Brand USA’s marketing was active during the year via consumer, trade outreach, and cooperative marketing programs.

The report shows the US DMO has driven strong results over the past six years, including record results in Fiscal Year 2018 (FY2018) for incremental international visitor spending, tax revenues generated, and total economic impact.

Highlights of the study show Brand USA’s marketing efforts in FY2018 alone (1 October  2017 – 30 September 2018) helped drive 1.13 million incremental international visitors to the USA who spent US$4.1 bn on travel and fare receipts with US carriers, and generated US$1.17 bn in federal, state, and local taxes and US$8.9 bn in total economic impact. The resulting FY2018 marketing ROI was 32:1 – meaning that every $1 Brand USA spent on marketing generated $32 spent by international visitors.


Photo: Christopher L. Thompson, CEO, Brand USA

Brand USA woos Chinese market

The US destination marketing organisation arrives at ITB Asia fresh from its 13th annual leadership summit in Seattle

Brand USA, the destination marketing organisation for the United States, joined the Ministry of Culture and Tourism of the People’s Republic of China, to host the 13th annual US-China Tourism Leadership Summit in Seattle, Washington, between 18 and 20 September.

According to most recent NTTO statistics, the United States welcomed 3 million visitors in 2018 from China, with 85% being repeat visitors. China ranks as the number one market for US tourism exports at US$34.6 bn and remains in the top five in visitor volume at around 3 million arrivals in 2018.

The summit was an opportunity to build and strengthen relationships between US and Chinese travel and tourism industry leadership and government officials. Participants emphasised the important contribution of travel and tourism to the world’s two largest economies. Attendees included executives and officials at state, provincial, and city level destination marketing organisations, industry association heads, tour operators and online travel agents, attractions and transportation companies.

In a keynote speech at the summit, Li Yaying, chief of the Chinese tourism delegation, said the two countries were, for each other, important sources of tourists and destinations, with Chinese travellers spending a total of over US$30bn in the United States in 2018.

“Over the years, the discussions that have taken place at and around this summit have proven mutually beneficial to improve strategies for tourism marketing in the United States and China,” said Christopher L. Thompson, president and CEO of Brand USA. “As a result, the industry has made significant contributions to economic development, the balance of trade and better cultural understanding in both countries.”

The theme of “culture and tourism” resonated throughout the event. Attendees were immersed in discussions and presentations centred around best practices in marketing, travel and tourism trends, and current issues impacting the industry. Panellists examined the evolution of the China market, the importance of inspiring travellers through storytelling, and how the USA is adapting to meet technological expectations of Chinese visitors.

Brand USA has several China-specific consumer marketing campaigns, robust travel trade outreach programs, and cooperative marketing and features heavy digital and social presence across established and emerging Chinese channels. Given the importance of the market, Brand USA has created a dedicated Chinese website, Brand USA also works closely with the US embassy and consulates and has established representation offices in Beijing, Chengdu, Guangzhou, and Shanghai, to assist in reaching the travel trade.