Bipartisan Effort to Save Brand USA Emerges

Representatives in the U.S. House and Senate introduced bipartisan legislation on Thursday aimed at extending the Brand USA inbound travel marketing program for another five years.

The Travel Promotion, Enhancement, and Modernization Act of 2014 was introduced in the House by Rep. Welch (D-Vt.) and Rep. Gus Bilirakis (R-Fla.) and in the Senate by Sen. Roy Blunt (R-Mo.), Amy Klobuchar (D-Minn.), and 23 other senators.

Financing for Brand USA, which is funded by international visitor fees and private matching funds, is set to expire at the end of FY2015.

Economic benefits
Among those applauding the move was the U.S. Travel Association, which cited an Oxford Economics study showing that Brand USA generates an estimated $47 in economic benefits for every $1 spent on travel promotion.

“We have the evidence that states and communities stand to benefit immensely from the renewal of this tested, proven program,” said Roger Dow, president and CEO of U.S. Travel.

ASTA also praised the legislative initiative. “The Travel Promotion, Enhancement, and Modernization Act is essential to marketing the U.S. as a desirable destination for international tourists, conferences and business,” said president and CEO Zane Kerby.

Prior to the creation of Brand USA in 2010, the U.S. was the only major travel destination in the world that did not have a national travel and tourism marketing organization.