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In an effort to make the U.S. more competitive in attracting high-value international travelers to America, Congress approved with overwhelming bipartisan support in 2010 the first-ever public-private partnership to promote America as a destination to travelers around the world. Doing business as Brand USA, the success of the program led Congress to reauthorize it in 2014 with a five-year extension. In only its fourth full year of existence, Brand USA’s economic impact in attracting international visitors has been enormous.
In fact, in the past two years alone, Brand USA’s marketing initiatives are responsible for welcoming more than 2 million incremental visitors to the United States and generating $6.5 billion in additional visitor spending, which has fueled our economy by generating nearly $15 billion in business sales, $7.2 billion in GDP, more than $4 billion in personal income, and $1.9 billion in federal, local and state tax revenues. Returning as much as $48 on every $1 spent on promotion, the program has supported an average of 50,000 incremental U.S. jobs per year.
As the program was up for reauthorization, a study by Oxford Economics further confirmed Brand USA’s economic impact by revealing the consequences of a future without the program. Over the ensuing five-year period, 2016-2020, America would have lost nearly $54 billion in total business sales, $27.6 billion in value-added (GDP) and $53.8 billion in personal income.
Rather than supporting new jobs, the U.S. economy would have instead created an average of 50,000 fewer jobs over the past two years. The tens of thousands of jobs it creates at no cost to federal taxpayers, the help it provides to improving our trade balance and its contribution to reducing the deficit makes the Brand USA promotion program a policy that works.