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Brand USA Gets Renewed

July 16, 2014 By: Susan Young

The U.S. Travel Association today celebrated the U.S. House of Representatives' Energy and Commerce Committee's unanimous approval of the Travel Promotion, Enhancement and Modernization Act of 2014, H.R. 4450, which reauthorizes Brand USA, the public-private partnership dedicated to increasing inbound international travel to the United States.

"America's travel community is grateful to Congressmen Gus Bilirakis and Peter Welch for championing this vital economic measure in the House," said Roger Dow, president and CEO, U.S. Travel. Dow said the organization was also grateful to many other Congressional members for endorsing the measure or shepherding its passage.

The bill adds valuable accountability to how Brand USA fulfills its critical mission to generate economic growth. "With Brand USA's results-focused track record and its unique funding instrument that keeps it completely off the taxpayers' books, its reauthorization is one legislative achievement that both parties can embrace and take credit for this session," said Dow.

He said U.S. Travel hopes and expects leaders in both chambers to move the bill to floor action and deliver a boom to the economy before Congress heads out of town for the fall election season.

Since it was introduced in April, H.R. 4450 has attracted broad, bipartisan support in the House (68 Republicans, 73 Democrats)—as has its Senate companion, S. 2250 (16 Republicans,15 Democrats).

A report released last week, "Brand USA: Working for All of Us," details the positive economic benefits for destinations nationwide. For example, in 2013, Brand USA, did the following:

  • Attracted more than 1.1 million additional visitors to the United States;
  • Resulted in $3.4 billion in additional visitor spending;
  • Supported 53,000 new U.S. jobs;
  • Generated nearly $1 billion in federal, local and state tax revenue; and
  • Yielded a 47:1 return on investment (ROI) on marketing programs—a far higher return on investment than did travel promotion programs operated by competitor nations such as the United Kingdom and Canada.

Agents might review the Brand USA report here:[email protected]&utm_content=7%2E15%2E14%20%2D%20Press%20%2D%20BUSA%20E%26C%20Cmte&utm_campaign=Travel%20Community%20Praises%20Committee%20Vote%20on%20Brand%20USA%20Renewal

As described in the report, Brand USA is an integrated marketing and communications program that promotes international travel to all 50 states, the District of Columbia and U.S. territories.

The public-private partnership was enacted in 2010 through the bipartisan Travel Promotion Act and financed entirely by foreign visitors and the travel industry, without any U.S. taxpayer funds.

"Brand USA creates jobs and economic opportunity in communities in every state," said Dow.

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About the Author

Susan Young
A veteran of 100-plus cruises, Susan J. Young, is senior contributing editor for cruises – covering ocean, river and niche cruises for Travel Agent and

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By Susan Young | July 16, 2014
The U.S. Travel Association praised the U.S. House of Representatives' Energy and Commerce Committee's unanimous approval of the Travel Promotion, Enhancement and Modernization Act of 2014, H.R. 4450, which reauthorizes Brand USA.