Brand USA

What Brand USA does

Brand USA, legally the Corporation for Travel Promotion d/b/a Brand USA, Inc., is the federally-mandated destination marketing organization for the United States, established by the Travel Promotion Act of 2009 and operational since 2010. Headquartered in Washington, DC, the nonprofit operates as a public-private partnership funded by a portion of Electronic System for Travel Authorization (ESTA) fees collected from international visitors, matched by private sector contributions from approximately 500 destination marketing organizations, corporations, and attractions. The organization serves international leisure travelers from 28 priority markets and the global travel trade ecosystem, with a mission to drive inbound visitation that strengthens the U.S. economy.

Brand USA's product portfolio centers on the "America the Beautiful" flagship campaign platform launched in October 2025, which integrates an AI-powered travel planning hub built on Mindtrip technology, the "Get Facts. Get Going." always-on resource countering visa/entry misperceptions, and the "American Originals" content series. Supporting infrastructure includes VisitTheUSA.com and GoUSA TV for consumers, the Partner Success Portal and Digital Asset Management system for B2B partners, and a global network of 16 representative offices coordinating trade development, Travel Weeks (India, South America, UK & Europe), Destination Immersions (formerly MegaFams), and the USA Discovery Program agent training platform.

The business model is contribution-based rather than transactional: Brand USA collects federal matching funds (capped historically at $100 million annually) and partner contributions to operate cooperative marketing programs, with 94% partner retention reported. The organization generates economic impact through international visitor spending — $82.9 billion total economic impact and 11.3 million incremental visitors over FY13–FY25 — rather than direct revenue. In July 2025, federal matching funds were reduced by 80% to $20 million, triggering 15% staff reductions, discontinuation of GoUSA TV, and dismissal of five board members; the VISIT USA Act was introduced in November 2025 to restore funding by redirecting ESTA fees.

Name

Brand USA

Legal name

Corporation for Travel Promotion dba Brand USA, Inc.

Website

https://thebrandusa.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Brand USA is the federally-mandated U.S. destination marketing organization, operating as a public-private partnership that promotes international inbound travel across 28 markets through the America the Beautiful campaign, AI-powered trip planning, and a global B2B travel trade network serving nearly 500 partners.

Ownership category

akta.pro rank

Product category

Destination Marketing

NAICS

Advertising Agencies (54181), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Field Sales & Brand Ambassador Programs (MPAAAJAG)

akta.pro secondary industries

Experiential, Event & Sponsorship Marketing (BPAFAAAH), Sponsorship Activation & Experiential Marketing (THAHAGAC)

Keywords

• Destination marketing organization
• International tourism promotion
• Travel trade marketing
• National tourism marketing
• Inbound travel campaigns

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Public-Private Partnership Funding: Brand USA operates as a public-private partnership created by the Travel Promotion Act. Funding comes from private sector contributions (from visitors bureaus, travel brands, and other nonfederal entities) matched by a portion of the Electronic System for Travel Authorization (ESTA) fees paid by international visitors. Operates at no cost to American taxpayers.
2. Partner Co-op Marketing Programs: Cooperative marketing programs where destination partners (city and state DMOs, corporations, attractions) participate in Brand USA marketing efforts in exchange for contributions, accessing global markets through Brand USA's platform

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels11 records

Core offering

Brand USA is the official national destination marketing organization for the United States, funded through a public-private partnership under the Travel Promotion Act. The organization runs data-driven global tourism marketing campaigns (led by the America the Beautiful platform), operates consumer-facing information platforms for verified visa and entry information, executes trade engagement programs for travel agents and tour operators internationally, and provides partner enablement tools (Partner Success Portal, Digital Asset Management, Interactive Market Data) to nearly 500 destination, corporate, and attraction partners across 28 international markets.

Product overview

Brand USA operates as a destination marketing organization with a portfolio of interconnected products and platforms. The core offering is the America the Beautiful campaign ecosystem, which unifies all marketing initiatives including Get Facts. Get Going. (travel information platform) and American Originals (content series). Consumer-facing channels include VisitTheUSA.com (travel planning website) and GoUSA TV (mobile app). B2B offerings encompass the Partner Success Portal (partner reporting and engagement), Digital Asset Management system (content library), and Interactive Market Data (market intelligence). Event programs include Travel Weeks (India, South America, U.K. & Europe), Destination Immersions/MegaFams, and Canada Connect for trade professional engagement. The USA Discovery Program provides agent training. All offerings operate under a data-driven strategic framework designed to expand reach and drive international visitation to the United States.

Differentiator

Problem solved

Functional benefit

Brands

• America the Beautiful: Brand USA's flagship global tourism marketing campaign targeting nine priority international markets with multi-platform advertising and AI-powered travel planning hub.
• Get Facts. Get Going.
• American Originals
• GoUSA TV
• Destination Immersions

Products and services

• America the Beautiful Campaign Brand USA's flagship global tourism marketing campaign and brand platform launched October 2025, targeting nine priority international markets (Argentina, Australia, Brazil, India, Ireland, Japan, Mexico, South Korea, UK) with multi-platform advertising. Includes an AI-powered travel planning hub built with Mindtrip technology and serves as the unified framework for all Brand USA marketing initiatives including Get Facts. Get Going. and American Originals. For international travelers and travel trade professionals promoting U.S. inbound tourism.
• Get Facts. Get Going. Always-on initiative providing real-time information on visa and entry policies, fees, and travel requirements to combat misperceptions among international travelers. Serves as a single source of verified travel information with marketing, communications, and trade engagement components targeting international travelers and travel trade.
• American Originals Content and storytelling series spotlighting people, places, and traditions that originated the styles, sounds, and tastes the world loves. Features travelogue-style narratives covering destinations like Monument Valley, Memphis, Austin, and New York City to inspire travel consideration for international travelers.
• VisitTheUSA.com Consumer-facing travel planning website featuring destination content, AI-powered trip planning tools, and verified entry information for international travelers considering visits to the United States.
• GoUSA TV Mobile application for exploring the United States through video content. Available on Apple App Store and Google Play Store.
• Partner Success Portal Exclusive portal for U.S.-based DMOs, corporations, and attractions participating in Brand USA activities. Provides visibility into program details, reporting, metrics, and actionable insights for partner organizations.
• Travel Weeks Series of B2B trade events bringing U.S. exhibitors together with international buyers and media. Includes Travel Week India (January, Bengaluru), Travel Week South America (March, Rio de Janeiro), and Travel Week U.K. & Europe (September/October, Amsterdam). Features pre-scheduled meetings, networking, and enrichment sessions.
• Destination Immersions (MegaFams) Familiarization trip programs for travel agents, immersing them into U.S. destinations to boost bookings and destination awareness. Formerly known as MegaFams, programs include regional immersions for Latin America, U.K./Ireland, Canada, Australia & New Zealand, and South Korea.
• Interactive Market Data Web-based market intelligence platform providing vital statistics on inbound travelers from 18 key markets. Includes data on travel patterns, planning sources, U.S. perceptions, destination interests, and trip characteristics to support partners' marketing strategies.
• Digital Asset Management (DAM) Digital asset management system (MediaValet) containing photography, video, and graphics for promoting travel throughout the USA. Requires registration and agreement to Terms & Conditions for partner access.
• USA Discovery Program Online training platform for travel agents providing destination knowledge and content modules. Includes airline-specific badges and qualification requirements for participation in Brand USA programs.
• Canada Connect Multi-city event series connecting Canadian travel professionals with U.S. destinations through one-on-one meetings and networking. Includes Canada Connect West events in Calgary, Edmonton, and Vancouver.

Quantifiable outcome

• $82.9 billion in total economic impact over 13 years
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered regional and core.

• The Walshe GroupregionalGTM or Marketing PartnerAppointed as Brand USA's public relations representative for Australia and New Zealand, effective January 2026. Focuses on destination storytelling and positioning the U.S. as a top travel destination, with initiatives tied to major upcoming events including FIFA World Cup 2026 and America250. Led by Kristine George with over 30 years of tourism PR expertise.
• MindtripcoreTechnology or IntegrationAI-powered travel platform technology partnership for the America the Beautiful campaign, providing personalized, AI-driven trip planning capabilities integrated into the campaign platform.
• HiltoncoreStrategic or Co-development PartnerCorporate brand partner integrated into the America the Beautiful platform with new destination integration opportunities as part of Brand USA's data-driven strategic framework.
• Aer LingusregionalGTM or Marketing PartnerAirline partner for the 2026 Destination Immersion (MegaFam) program for UK and Irish travel agents, with April-May 2026 trip itineraries across the United States.
• American AirlinesregionalGTM or Marketing PartnerAirline partner for the 2026 Destination Immersion (MegaFam) program for UK and Irish travel agents.
• British AirwaysregionalGTM or Marketing PartnerAirline partner for the 2026 Destination Immersion (MegaFam) program for UK and Irish travel agents, with qualifying booking requirements between January 1 and February 28, 2026.
• U.S. Customs and Border ProtectioncoreStrategic or Co-development PartnerOngoing partnership to facilitate and expand Global Entry sign-ups in international markets. CBP representatives present at IPW to answer questions and provide updates on trusted traveler programs. Partnership supports Get Facts. Get Going initiative by promoting streamlined entry processes.
• U.S. Department of StatecoreStrategic or Co-development PartnerPartnership to offer fast-tracked visa processing for spectators attending the 2026 T20 World Cup, with ticket holders able to identify themselves to expedite applications. AI tools on americathebeautiful.com help fans plan multi-city itineraries.
• Air CanadaregionalGTM or Marketing PartnerCanadian airline partner with whom Brand USA's Senior Vice President Chris Heywood met to maintain relationships amid approximately 10% decrease in cross-border flight bookings industry-wide.
• Porter AirlinesregionalGTM or Marketing PartnerCanadian airline partner engaged by Brand USA to maintain relationships amid declining Canadian travel to the U.S.
• South Dakota TourismregionalStrategic or Co-development PartnerDestination partner integrated into the America the Beautiful platform with new brand integration opportunities.
• Alabama TourismregionalStrategic or Co-development PartnerDestination partner integrated into the America the Beautiful platform with new brand integration opportunities.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tourism Australia: Tourism Australia is the Australian government agency responsible for promoting Australia as a destination internationally. Like Brand USA, it runs multi-channel global marketing campaigns targeting priority international markets, operates representative offices abroad, and partners with airlines and travel trade. It is a national DMO with an analogous mandate.
• VisitBritain: VisitBritain is Britain's national tourism agency, promoting inbound tourism to the UK. Comparable to Brand USA in running global campaigns, managing trade relationships, and operating within a public-private partnership funding model. Both target international leisure travelers and travel trade professionals.
• Destination Canada: Destination Canada is Canada's national tourism agency responsible for promoting Canada internationally. As one of Brand USA's key source markets and a competing North American destination, Destination Canada offers highly comparable services including global marketing campaigns, trade engagement, and market intelligence.
• Tourism New Zealand: Tourism New Zealand (TNZ) is the national tourism organization for New Zealand, with a mandate to market NZ internationally. Comparable to Brand USA through its 100% Pure campaigns, international office network, and partnerships with airlines and travel trade. Brand USA even engaged the same PR partner (Walshe Group) for Australia/NZ.
• Japan National Tourism Organization (JNTO): JNTO is the national tourism organization of Japan, promoting inbound tourism through global campaigns, consumer media partnerships, and trade engagement. Like Brand USA, it operates in multiple international markets and has a Japan-specific country brand campaign.
• Tourism Ireland: Tourism Ireland is responsible for marketing the island of Ireland as a holiday destination. It operates with a similar public-private structure, runs multi-market international campaigns, and manages overseas office networks comparable to Brand USA's 16-office global footprint.
• Switzerland Tourism: Switzerland Tourism is the national marketing organization for Switzerland, operating globally to drive inbound tourism. Comparable to Brand USA in running international consumer marketing campaigns, trade engagement, and producing destination content for international audiences.
• Dubai Department of Economy and Tourism: Dubai's Department of Economy and Tourism (formerly Dubai Tourism) is the principal authority for planning, supervising, developing and marketing Dubai as a destination. Like Brand USA, it runs large-scale international campaigns, partner programs, and operates a global network targeting key source markets.
• Visit Mexico (CPTM): The Consejo de Promoción Turística de México (CPTM) is Mexico's national tourism promotion council, marketing Mexico internationally. As a neighboring country competing for similar North American travelers, Visit Mexico is a comparable destination marketing organization with overlapping target markets and trade relationships.
• South African Tourism: South African Tourism is the national tourism marketing agency of South Africa, promoting the country as a destination internationally. It has a comparable public-private partnership model, runs multi-market international campaigns, and engages travel trade professionals globally similar to Brand USA.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/brandusa
• Facebookfacebook.com/discoveramerica
• LinkedInlinkedin.com/company/brandusa

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brand USA