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Brand USA is a project or destination marketing organization by the government of the USA to promote the USA to visitors of all over the world. It shall increase the international visitation to the USA. It started it operations due to the Travel Promotion Act as a Corporation for Travel Promotion in 2010. Since May 2011 it is working and the new name Brand USA. The highly competitive international travel market makes it necessary. Business tourists and travellers are the target audience of the project. They shall bring money to the USA, supporting the US economy and creating new American jobs. Increasing tax revenues, export, GDP and economic growth are also target of the project. Therefor it works in close cooperation with the travel industry. Its activities are funded by private investors and funds organized by the US government from exposes by international visitors and VISA measures. To reach that aims, Brand USA promotes the USA abroad and position it on the global travel market. It tries to underline the attractions and opportunities of the USA to foreigners. Therefore this travel promotion uses different marketing strategies and campaigns as well as communications measures. It creates programs and platforms to help the tourism industry. In the travel industry it tries to develop the Nation Brand USA and to increase the international awareness of the brand. In addition, the attracted visitors should not only visit the USA, they should also spend more money and a longer time in the US. For the coordination of the promoting advertising, marketing and events it works together with different institutions, e.g. the Secretary of Commerce on issues affecting the US Travel Industry. The cooperation with federal agencies and institutions should also create a welcoming experience for tourist and simplifies visa regulations. The travel promotion project consists of eleven directors. This board of directors develops the measures and strategy for the project. Every Director is appointed by the US Secretary of Commerce and has individual expertise according to regions and the different sectors of the travel industry. Source: http://www.thebrandusa.com/About-Brand-USA
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