FY25 Objectives and Business Plan
Brand USA operates under a three-year strategic plan (FY25–FY27) aligned with the National Travel and Tourism Strategy (NTTS), which aims to welcome 90 million international visitors by 2027, generating $279 billion in annual spending. Key organizational objectives include:
- Establishment: Positioning the USA as the preferred global travel destination.
- Economic Impact: Driving community prosperity and long-term growth of the visitor economy.
- Engagement: Leading and engaging U.S. travel industry stakeholders.
- Integrity: Maintaining financial integrity and organizational reputation.
Marketing Strategy and Traveler Journey
Brand USA employs a layered marketing approach that targets consumers across four stages of the traveler journey:
- Dreaming (Inspire): Showcasing unique, transformative experiences.
- Considering (Educate & Personalize): Providing targeted content to help travelers connect with preferred experiences.
- Planning/Booking (Simplify & Convert): Using trusted voices and seamless integrations to drive urgency and aid decision-making.
- Visiting/Sharing (Delight): Fostering advocacy to drive future interest.
Market Selection and Tactics
Markets are categorized based on data-driven models evaluating market dynamics and growth potential:
- Core/Growth Markets: Focused on “Maintaining” (e.g., Canada, U.K., India) or “Expanding” (e.g., Mexico, Brazil, China, Japan).
- Intermediate/Emerging Markets: Focused on “Stabilizing” (e.g., Spain, Colombia) or “Diversifying” (e.g., South Korea, Argentina).
- Tactical Tools: Utilization of GOUSA TV, cooperative marketing with tour operators, OTA campaigns, social media, and product development tools like Tourism Exchange USA (TXUSA).
Financial Overview
The total FY25 budget is $252 million. Expenses are primarily allocated to marketing activities (89%), with the remaining funds supporting operations and corporate affairs. Funding is sourced through the Travel Promotion Fund (40%), partner cash contributions (22%), and reserve drawdowns (38%).
