AH&LA urges lodging industry to seek Congressional support to ensure reauthorization of Brand USA

The American Hotel & Lodging Association (AH&LA) advised its members today that a bipartisan bill has been introduced in the U.S. House and Senate that would reauthorize Brand USA and take the first step in extending this important program through 2020. Brand USA has been working hard to promote the United States as our nation's first-ever national destination marketing organization and its efforts have already shown dramatic results in increasing international travel to the U.S. With its scheduled expiration at the end of fiscal year 2015, it is time to let lawmakers know just how valuable Brand USA is to our economy and our diplomatic efforts. 

About the Bill:

Introduced by Representatives Gus Bilirakis (R-FL-12) and Peter Welch (D-VT-1), and Senators Amy Klobuchar (D-MN) and Roy Blunt (R-MO), the Travel Promotion, Enhancement, and Modernization Act of 2014 would reauthorize Brand USA, allowing the public-private partnership to continue its critical work to increase international travel to the U.S. at no cost to American taxpayers. By marketing the U.S. abroad and attracting more visitors, these law-makers are promoting the vital role that Brand USA plays in stimulating U.S. economic growth, spurring job creation, and creating a more positive impression of the U.S. around the world. 

In fact, a report conducted by Oxford Economics shows the impact of Brand USA for fiscal year 2013 through these key findings:

  • 1.1 million incremental visitors to the U.S.
  • $3.4 billion in additional travel spending
  • $7.4 billion in total economic impact
  • $512 million in federal taxes
  • $460 million in state and local taxes
  • More than 53,000 American jobs supported

Overall, Brand USA's marketing return on investment (ROI) is a remarkable 47:1—meaning that every $1 spent by international visitors generates $47—at no cost to U.S. taxpayers.

To read the full report titled, “The Return on Investment of Brand USA Marketing: 2013 Fiscal Year Analysis,” click here.

What’s at stake?

America's share of the international travel market has decreased in the last 13 years, while the global travel market has expanded by nearly 60 percent. Brand USA was created in 2010 by the Travel Promotion Act, and has since had a huge impact in reversing this downward trend by leveling the playing ground and promoting the U.S. abroad.

What you can do:

AH&LA is encouraging the lodging industry to email state Representatives and Senators urging them to co-sponsor the Travel Promotion, Enhancement, and Modernization Act of 2014. Here is a list of the Bill’s current legislative sponsors. For more information on how to contact your state representatives, click here.

April 21, 2014
Photo caption:
As the nation’s first-ever national destination marketing organization comes up for reauthorization this year, Brand USA is boasting an estimated $7.4 billion in total economic impact since its inception in 2010 under the Travel Promotion Act.