Brand USA plays a unique role as the United States’ first cooperative destination marketing organization focusing its efforts on delivering programs and platforms that increase awareness and enhance the image of the United States among worldwide travelers in order to influence intent to travel to the United States and, most importantly, visitation and spend.
A vital part of Brand USA’s marketing strategies is the market outreach opportunities made available to the industry through Brand USA Pavilions at international trade shows that attract international travel buyers, consumers, and media on a global scale. Throughout the year, Brand USA hosts a series of USA-branded pavilions organized by B-FOR International in cooperation with the U.S. Commercial Service and Visit USA organizations at major travel and tourism events around the world, providing exhibitors with market outreach opportunities and strategic programs and platforms that increase awareness and enhance the image of the United States as the world’s premier travel destination. Brand USA serves as the unifying element for the Pavilions, representing U.S. travel and tourism interests on a global scale, with destinations, suppliers, travel brands and other organizations participating as exhibitors and sponsors. Exhibiting DMOs and travel supplier companies retain their own identity yet benefit from being part of a more visible, collaborative United States effort.
Brand USA Pavilions range in size from 36 sqm/400 sqft to 3,600 sqm/40,000 sqft and are typically located in prime, high-traffic show locations and include: