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August 4, 2014

Americas: Houses of Congress Agree—Brand USA Should Keep Up the Good Work

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Having succeeded in waking up this country to the need for marketing and promotion to attract and increase international visitors, Brand USA appears set to win Congressional reauthorization for another five years.

The Travel Promotion, Enhancement, and Modernization Act of 2014, which would reauthorize the public/private partnership known as Brand USA, has passed a Senate committee and its companion bill has been approved by the House of Representatives. All that remains is approval by the full Senate.

Brand USA was enacted in 2010 through the bipartisan Travel Promotion Act, and is financed entirely by foreign visitors and the travel industry. It is the promotional counterpart to the U.S. Travel Association, the nonprofit advocacy organization dedicated to advancing pro-travel policies and removing barriers to travel to and within the U.S.

Among Brand USA’s achievements in 2013:
• 1.1 million additional visitors to the U.S., resulting in $3.4 billion in additional visitor spending

Read more achievements at MeetingsNet.com...

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