Brand USA Drives Tourism

A welcoming message to travelers is transcending politics—for now.

Brand USA’s strategy to drive U.S. tourism with an inspiring platform has continued to bring more and more visitors to the U.S. 

According to the latest statistics from the U.S. Commerce Department, there was a 4 percent growth in travel during April and 5 percent growth in May compared with this time last year. The number of international travelers visiting the U.S. is also expected to grow. The latest projection shows an increase of 2.4 percent over last year and predicts further growth in 2018 of 4.1 percent. 

How does Brand USA use its voice to invite the world to the U.S.?

Inspiration is key. 

“Our mission is growing visitation from all four corners of the world,” said Tom Garzilli, Brand USA’s chief marketing officer.  

“We have always been focused on diversity and the breadth of the experiences. Politics haven’t impacted us. We believe the country and what we offer in diversity of experiences and freedom to explore transcend politics. The numbers have remained strong, and the challenges mostly revolve around strength of the dollar.”

Brand USA takes a two-prong approach:

The first is foundational, assisting the travel trade with robust product development and educational aspects such as trade shows to help market the destination. The second is at the consumer level and revolves around inspiring people to travel to the U.S.

One of the most impressive examples of this is Brand USA’s IMAX films. The first “National Parks Adventure” has played on large-screen formats in cinemas, museums and science centers around the world. 

Millions of people have seen the film, making it the highest grossing documentary in 2016. The movie inspired travelers from around the globe to visit and inspired Americans to see get out and see their own country. 

“Eighty percent of those who see 'National Parks Adventure' say they are much more likely to visit,” said Garzilli.  

And it’s not surprising. You can barely sit through the trailer without wanting to leap off the couch and go on an adventure.

Now, Brand USA is upping the ante with a second IMAX film. This “new episode” will take visitors into the heart of America’s cities. 

“Our next film will explore urban culture through the lens of music,” said Garzilli. “There are so many genres of music that are born in America that are created and informed by our diverse culture.”

READ MORE: International Travel to US Still on the Rise

“America’s Treasures” follows in the footsteps of singer and songwriter Aloe Blacc, and is again being helmed by MacGillivray Freeman Films.

“[It] will be as powerful as the national parks film,” Garzilli said.

“Music is a very evocative medium. You feel the same emotion when you watch the new film. We want international travelers to walk away with a feeling that there is so much more to see and do.”

Music selection and filming will take place all the way through November, and the film is scheduled to debut in February of next year.

Like the first film, America’s Treasures will debut in cities in the U.S. and then make its international debut. It will also be available in a variety of formats. Obviously, a large-screen is optimal for viewing, but Brand USA has worked hard to make it easy for everyone to see both films. 

“The resolution is so sharp, it’s still amazing even on the laptop,” said Garzilli.

For those who missed the first film, there are still places where you can see it on a large screen, especially in Europe. However, Brand USA has just begun releasing the film on streaming services.