Brand USA generated high ROI, Oxford Economics study

Saturday, August 3, 2019

The marketing efforts of Brand USA are generating high ROI as per a study by Oxford Economics. Brand USA is the destination marketing organization for the United States. It is driving significant incremental international visitation and spend, which is helping to fuel the nation’s economy.

The report shows that Brand USA has consistently 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.

Brand USA’s marketing efforts in FY2018 alone (October 1, 2017 – September 30, 2018) helped drive 1.13 million incremental international visitors to the USA who spent U.S. Dollars 4.1 billion on travel and fare receipts with U.S. carriers. This led to U.S. Dollars 1.17 billion in federal, state, and local taxes and U.S. Dollars 8.9 billion in total economic impact, supporting 52,305 incremental U.S. jobs.

The resulting FY2018 marketing ROI was 32:1 – meaning that every U.S. Dollars 1 that Brand USA spent on marketing generated U.S. Dollars 32 in spend by international visitors.

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 organization’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 study also shows that the cumulative results of Brand USA’s marketing efforts over the past six years (FY2013 through FY018) has helped bring 6.6 million incremental visitors to the USA who spent U.S. Dollars 21.8 billion on travel and fare receipts with U.S. carriers, and generated

U.S. Dollars 6.2 billion in federal, state, and local taxes, and U.S. Dollars 47.7 billion in total economic impact.

The six-year results equate to an average marketing ROI of 28:1.

As per Christopher L. Thompson, president and CEO of Brand USA, “International visitation is an important driver for the nation’s economy – benefiting a wide range of industries well beyond travel and tourism.

According to the U.S. Department of Commerce, international travel to the United States is the nation’s top services export and represents 11 percent of all U.S. exports, contributing a $77.4 billion trade surplus.

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