Brand USA
Brand USA is the congressionally established destination marketing organization that promotes the United States as a travel destination to international audiences.
Last updated October 14, 2026
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Overview
Brand USA is the official destination marketing organization (DMO) for the United States, created to increase international visitation and spending in the country. It operates as a public-private partnership, funded through a combination of private sector contributions and a matching fee collected from international travelers under the Visa Waiver Program, rather than through direct congressional appropriations. The organization markets the United States as a whole — rather than any single state or city — to overseas travelers, positioning the country as a diverse, welcoming and easy-to-navigate destination. Brand USA's activities span global advertising campaigns, digital and social media marketing, trade shows, travel-trade education, and partnerships with airlines, hotels, destinations and other travel businesses. It maintains a presence in major international source markets and works with tour operators, travel agents and media to stimulate demand for U.S. travel. Its campaigns have historically emphasized the breadth of American experiences, from national parks and road trips to cities, culture and cuisine. The organization was established by the Travel Promotion Act of 2010 and began operations shortly thereafter. It is governed by a board of directors drawn from the U.S. travel and tourism industry and is headquartered in Washington, D.C. Brand USA is not a government agency in the traditional sense; it is a nonprofit entity that blends public policy goals with private-sector marketing expertise. Because it is a marketing organization rather than a commercial travel provider, Brand USA does not sell trips directly. Instead, it functions as a brand umbrella for the United States as a destination, coordinating messaging across the fragmented U.S. travel industry and providing research, tools and campaign assets to partners. Its work is measured in terms of incremental international visitors, spending and tax revenue generated for the U.S. economy.
History
Brand USA was created by the Travel Promotion Act of 2010, a U.S. federal law designed to reverse declines in international travel to the United States after the 2008 financial crisis and to strengthen the country's share of the global travel market. The Act established a nonprofit public-private partnership — initially called the Corporation for Travel Promotion — to market the United States to international visitors. It was later rebranded as Brand USA. The organization's funding model was a key innovation: rather than relying solely on government appropriations, it is financed by contributions from the private travel industry, matched by a fee paid by international travelers from Visa Waiver Program countries. This structure was intended to ensure that the marketing effort is industry-driven and self-sustaining, while still carrying an official mandate. Brand USA launched its first major international marketing campaign in 2012 under the "Visit The USA" banner, with the goal of showcasing the diversity of American travel experiences. Over the following years it expanded its presence in key source markets such as the United Kingdom, Germany, Japan, China, Brazil, Mexico, Canada and Australia, and built partnerships with airlines, hotel groups, destinations and tour operators. The organization has weathered periods of political scrutiny, including proposals to eliminate its funding, but has retained broad support from the U.S. travel industry, which views it as essential to competing with other countries that invest heavily in destination marketing. It has also adapted its strategy to shifting travel patterns, digital media and, more recently, to recovery from the COVID-19 pandemic, which sharply reduced international travel. Brand USA continues to operate as the country's official destination marketing organization, coordinating campaigns and research to attract international visitors and measuring its impact through incremental visitation, spending and economic output.
- 2012
Brand USA launches its first major international marketing campaign under the Visit The USA banner.
- 2010
Travel Promotion Act establishes the Corporation for Travel Promotion, later rebranded as Brand USA.
Products and positioning
The official, unified marketing voice for the United States as an international travel destination, operating as a public-private partnership to grow inbound tourism.
Visit The USA
Consumer-facing campaign and website promoting the United States as a travel destination.
Recent events
Fred Dixon to depart Brand USA as President & CEO on Nov. 13[2]
Brand USA announced that President & CEO Fred Dixon will depart the organization on Nov. 13, 2026, after more than two years in the role, and will return to New York City as President & CEO of NYC Tourism + Conventions on Dec. 1, 2026.
- Unconfirmed
Brand USA appoints 19 travel trade ambassadors in four Asian markets[3]
Reported:
Brand USA appointed 19 travel trade professionals from Singapore, Taiwan, the Philippines and Vietnam as Global Travel Trade Ambassadors to strengthen destination knowledge and support sales of US travel products across those markets.
- Unconfirmed
Caroline Beteta returns to Brand USA[4]
Reported:
Caroline Beteta has returned to Brand USA, according to TTG Asia. The report does not specify her new role or an effective date.
Brand USA appoints Caroline Beteta as Interim President & CEO[2]
Brand USA announced on Oct. 5, 2026 that its Board of Directors has appointed Caroline Beteta as Interim President & CEO, effective Nov. 9, 2026. Beteta, who retired in September 2026 after nearly three decades as President & CEO of Visit California and previously served Brand USA as board chair and acting CEO, succeeds Fred Dixon. Beteta stated her focus will be securing Brand USA's reauthorization.
- Unconfirmed
Brand USA invites travelers to celebrate 200 years of American rail in 2027[5]
Reported:
Brand USA is inviting travelers to celebrate the 200th anniversary of American rail in 2027, as reported by TravelMole.
- Unconfirmed
Brand USA relaunches TheBrandUSA.com corporate website[6]
Reported:
Brand USA announced a full redesign of its corporate website TheBrandUSA.com, consolidating economic impact data, partner programs, industry resources and a media section, and adding personalized search tools and an upgraded Partner Success Portal.
Brand USA launches rebuilt corporate website and updated Partner Success Portal[7]
Brand USA, the destination marketing organization for the United States, announced the launch of a rebuilt and reorganized corporate website, TheBrandUSA.com, consolidating economic impact data, partner program information, industry resources, and a redesigned press room with no login required, and also updated its Partner Success Portal.
Brand USA launches America’s Musical Journey and Musical Cities on GoUSA TV[8]
Reported:
Brand USA announced the global streaming launch of the film “America’s Musical Journey” on GoUSA TV and the November 21 availability of the four-episode series “America's Treasures: Musical Cities.”
Brand USA and United Airlines announce global sponsorship[9]
Reported:
Brand USA and United Airlines announced a multi-year global sponsorship agreement to promote international travel across the United States. United became Brand USA’s official global airline sponsor and the exclusive airline sponsor of its upcoming IMAX film, Into America’s Wild.
Sources9 sources
- 1Brand USA official websitethebrandusa.com
- 2Fred Dixon 将于11月13日卸任 Brand USA 总裁兼首席执行官exhibitoronline.com
- 3Brand USA任命四个亚洲市场的19名旅游业大使ttgasia.com
- 4卡罗琳·贝泰塔重返Brand USAnews.google.com
- 5Brand USA邀请旅行者共庆2027年美国铁路200周年news.google.com
- 6美国国家旅游局推出全新改版 TheBrandUSA.com 企业网站n.yam.com
- 7Brand USA 推出重建的企业网站并更新合作伙伴成功门户exhibitoronline.com
- 8Brand USA在GoUSA TV推出《America’s Musical Journey》和《Musical Cities》prnewswire.com
- 9Brand USA与联合航空宣布全球赞助合作breakingtravelnews.com
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