FY24
Annual Report
In FY24, Brand USA advanced its mission to grow legitimate international travel to the United States through integrated marketing, expanded global distribution and deeper engagement with the travel trade. These efforts helped drive visitation, visitor spending, and economic impact while positioning the United States for continued growth in key international markets.
Driving Measurable Impact in FY24
According to Tourism Economics, Brand USA’s FY24 marketing efforts generated measurable impact through additional visitation, spending, and jobs.
Total Economic Impact
Additional Visitors
Additional Spending
Jobs Supported
A record year for international visitor spending in the U.S.
International visitors contributed a record $254 billion to the U.S. economy in 2024, a 12.4% increase over the prior year. The report details how Brand USA's marketing, trade, and distribution work translated into visits, spend, and jobs across all 50 states, D.C., and U.S. territories.
Your guide to the full report
- About This Report
- Letter from the President & CEO
- Executive Summary
- Industry Overview
- Our Approach
- FY24 Year in Review
- Creating Community Prosperity
- Measuring Performance
- FY24 Audited Financials
- In-Kind Contributions
Read the full story behind FY24
Get the complete report — audited financials, market-by-market marketing results, and Brand USA’s roadmap through the next decade of travel to the USA.