Statement by U.S. Secretary of Commerce John Bryson Statement on the Launch of Brand USA

Submitted on November 4, 2011 - 2:05pm
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FOR IMMEDIATE RELEASE
Friday, November 4, 2011
CONTACT OFFIC OF PUBLIC AFFAIRS
202-482-4883

The Corporation for Travel Promotion, the public-private partnership established by the Travel Promotion Act of 2009, today launched the brand umbrella to be used for the first-ever global campaign to attract more international visitors to the United States and renamed the Corporation Brand USA (www.TheBrandUSA.com).  

“I am excited that our country is getting into the game, launching its first-ever coordinated branding campaign designed to make the U.S. a more appealing destination for international travelers,” U.S. Commerce Secretary John Bryson said.  “More international visitors means more people eating in our restaurants, shopping in our malls, staying in our hotels and visiting our attractions, which will support tens of thousands of jobs across the United States.   

“I congratulate Brand USA on this important first step in marketing the U.S to international visitors and look forward to the expanded marketing campaign that will be introduced this coming spring.  This initiative is a recognition of just how vital travel and tourism is to the U.S. economy and will help reach President Obama’s goal of doubling U.S. exports by the end of 2014, supporting millions of American jobs.” 

The expenditures of international visitors to the U.S. are considered an export due to the money they spend on American goods and services during their stay. As the largest export sector, international travelers generate more than $134 billion and support over 1 million jobs.  Overseas travelers (excluding Canada and Mexico) spend an average of $4,000 per trip on U.S. goods and services in communities across the country. This spending creates new jobs, economic growth and tax revenues.

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The Corporation for Travel Promotion, the public-private partnership established by the Travel Promotion Act of 2009, today launched the brand umbrella to be used for the first-ever global campaign to attract more international visitors to the United States and renamed the Corporation Brand USA (www.TheBrandUSA.com).  

“I am excited that our country is getting into the game, launching its first-ever coordinated branding campaign designed to make the U.S. a more appealing destination for international travelers,” U.S. Commerce Secretary John Bryson said.  “More international visitors means more people eating in our restaurants, shopping in our malls, staying in our hotels and visiting our attractions, which will support tens of thousands of jobs across the United States.   

“I congratulate Brand USA on this important first step in marketing the U.S to international visitors and look forward to the expanded marketing campaign that will be introduced this coming spring.  This initiative is a recognition of just how vital travel and tourism is to the U.S. economy and will help reach President Obama’s goal of doubling U.S. exports by the end of 2014, supporting millions of American jobs.” 

The expenditures of international visitors to the U.S. are considered an export due to the money they spend on American goods and services during their stay. As the largest export sector, international travelers generate more than $134 billion and support over 1 million jobs.  Overseas travelers (excluding Canada and Mexico) spend an average of $4,000 per trip on U.S. goods and services in communities across the country. This spending creates new jobs, economic growth and tax revenues.