SHERIDAN, WYOMING – July 22, 2024 – Brand USA, the nation's destination marketing organization, announced a robust recovery in international inbound travel to the United States, with a significant increase in visitor numbers and spending. The organization is also preparing for a seamless transition in leadership, welcoming a new president and CEO this month.
Resurgence of International Travel
In the past year, the United States welcomed nearly 67 million international visitors, contributing $213 billion to the national economy through travel and tourism-related expenditures. This represents a substantial 28% increase compared to the previous year, underscoring the enduring global appeal of the United States as a premier travel destination.
Global Appeal and Positive Outlook
Brand USA's research confirms the United States' position as the most sought-after travel destination globally, ranking first among likely international travelers in key markets such as Brazil, Canada, China, Japan, and Mexico. The organization's data reveals a particularly notable surge in interest from Chinese visitors, with intent to visit the U.S.reaching its highest level in March 2024 at 55 percent.
Looking ahead, the U.S. travel industry is expected to experience continued growth. Projections indicate that the United States is on track to welcome approximately 78 million visitors by the end of 2024, with spending by international travelers projected to grow by 74% between 2023 and 2027. These figures align with the ambitious goals outlined in the 2022 National Travel and Tourism Strategy, which aims to attract 90 million visitors and generate $279 billion in annual spending by 2027.
Strategic Initiatives and Global Events
Brand USA plans to capitalize on this positive momentum by engaging consumers in new and innovative ways,particularly in light of upcoming global events hosted in the United States. These events, including WorldPride in Washington, D.C., the 100th Anniversary of Route 66, the FIFA World Cup, and the 2028 Summer Olympics in Los Angeles, offer unique opportunities to showcase the country's diverse attractions and cultural richness to a worldwide audience.
Leadership Transition
Following a decade of dedicated service, Chris Thompson, president and CEO of Brand USA, is stepping down,leaving the organization in a strong position for continued growth. "There is a clear resurgence in travel enthusiasm,with the United States continuing to lead the world in long-haul travel arrivals," said Thompson. "The industry is strong, and Brand USA is well-positioned, which gives me the confidence to step aside."
Fred Dixon, the current CEO of New York City Tourism + Conventions, will succeed Thompson as president and CEO of Brand USA, effective July 15, 2024. Dixon brings a wealth of experience and a proven track record in destination marketing, ensuring a smooth transition and continued success for Brand USA.
About Brand USA
Brand USA is the nation's destination marketing organization, responsible for promoting the United States as a premier travel destination. Through strategic marketing initiatives and partnerships with the travel industry, Brand USA aims to increase international visitation, stimulate economic growth, and enhance the image of the United States on the global stage.