Brand USA prepares for new leadership in July 2024

08-05-24

Chris Thompson, president and CEO of Brand USA, the nation's destination marketing organization and lead sponsor of the U.S. Travel Association's IPW 2024, held his final press conference after more than a decade of service. As the U.S. inbound international travel industry continues to demonstrate remarkable resilience, Brand USA is poised to further elevate America's position as a premier travel destination. 

“There is a clear resurgence of travel enthusiasm and the U.S. continues to lead the world in long-haul travel arrivals,” Thompson said. “And while retiring is bittersweet for me personally, the industry is strong and Brand USA is well positioned, which gives me the confidence to step aside.” 

Last year, the country welcomed nearly 67 million visitors who spent $213 billion on travel and tourism-related activities within the United States, a 28% increase over the previous year. Inbound visits from India have already surpassed 2019 visitation levels, with the following countries expected to do so by 2025: Australia, Brazil, Canada, France, Germany, Italy and the United Kingdom.

Brand USA's recent research shows that the U.S. is the top aspirational destination, ranking first among likely international travelers for Brazil, Canada, China, Japan and Mexico. Of particular note is the increase in intent to visit the U.S. among Chinese visitors, which began to rise around the second half of last year and peaked in March 2024 at 55%.

The U.S. is poised to welcome 90 million visitors who will spend $279 billion annually by 2027, targets outlined in the 2022 National Travel and Tourism Strategy. The latest forecasts from Tourism Economics show that nearly 78 million visitors are expected to visit the U.S. by the end of 2024, with spending by international travelers growing 74% between 2023 and 2027.

Brand USA aims to engage consumers in a new way as it sets to capitalize on global events taking place in the U.S. in the next 3-4 years, such as WorldPride in Washington, DC, the 100th anniversary of Route 66, the FIFA World Cup and the 2028 Summer Olympics in Los Angeles. 

“Brand USA's commitment to inviting international travelers to the United States is a key reason why the U.S. remains the world's most aspirational travel destination,” Thompson said. 

At the conclusion of the press conference, Todd Davidson, chairman of the Brand USA board and CEO of Travel Oregon, welcomed Fred Dixon, Brand USA's incoming president and CEO. Dixon, who currently serves as CEO of New York City Tourism + Conventions, will take the helm of the organization on July 15, 2024.