VisitUSA

VisitUSA
Name	VisitUSA
Type	Nonprofit tourism promotion
Founded	1980
Headquarters	Washington, D.C.
Area served	United States
Mission	Promote international travel to the United States

VisitUSA is a national tourism promotion organization dedicated to increasing international visitation to the United States, coordinating marketing, research, and industry partnerships. It operates alongside national and regional bodies to market destinations, festivals, and attractions across the country and to influence policy affecting travel and hospitality. The organization collaborates with airlines, consulates, cultural institutions, and trade associations to align promotional campaigns with events, exhibitions, and transportation networks.

Overview

VisitUSA functions as a promotional body that connects major destinations such as New York City, Los Angeles, Chicago, Miami, San Francisco, Las Vegas, and Washington, D.C. with source markets including United Kingdom, Canada, China, Japan, Germany, France, Australia, Brazil, and India. It partners with landmark institutions like the Smithsonian Institution, Metropolitan Museum of Art, J. Paul Getty Museum, National Park Service, Yellowstone National Park, Grand Canyon National Park, Liberty Island, Statue of Liberty National Monument, and Times Square to package cultural and natural attractions. VisitUSA markets seasonal events such as the Macy's Thanksgiving Day Parade, Coachella Festival, Sundance Film Festival, South by Southwest, New Orleans Jazz & Heritage Festival, and Boston Marathon through collaborations with port authorities like the Port of Los Angeles and airports such as John F. Kennedy International Airport and Los Angeles International Airport. It engages with carriers including United Airlines, American Airlines, Delta Air Lines, British Airways, and Air Canada to synchronize air access and fares with promotions. VisitUSA also liaises with museum networks like the American Alliance of Museums and historic preservation bodies such as the National Trust for Historic Preservation.

History

VisitUSA emerged amid late 20th-century tourism expansion when inbound travel rose after policy shifts including the Immigration and Nationality Act of 1965 and air deregulation associated with the Airline Deregulation Act. Early initiatives referenced cultural diplomacy efforts exemplified by collaborations with the United States Information Agency and exchange programs like the Fulbright Program. During the 1980s and 1990s VisitUSA coordinated campaigns linked to mega-events including the 1984 Summer Olympics and the 1996 Summer Olympics bid impacts, and leveraged landmark inaugurations and exhibitions at sites such as the Kennedy Center and Metropolitan Museum of Art. Post-2001, VisitUSA adjusted strategy following the September 11 attacks, working with Transportation Security Administration-related stakeholders and the U.S. Travel Association to restore confidence. In the 2010s, campaigns integrated digital platforms partnering with tech firms and e-commerce players like Google, Facebook, TripAdvisor, Expedia Group, and Airbnb while aligning promotions with international trade missions led by the U.S. Department of Commerce and U.S. Department of State.

Programs and Campaigns

Signature programs include destination branding partnerships with states and cities—California, New York State, Florida, Texas, Nevada, Hawaii, Arizona, and Colorado—and thematic campaigns tied to heritage corridors such as the Route 66 and National Mall and Memorial Parks. VisitUSA has run campaigns promoting culinary tourism with participants like the James Beard Foundation and wine regions such as Napa Valley and Willamette Valley, and culture-led efforts around institutions like the Guggenheim Museum, Chicago Art Institute, Kennedy Space Center, and Metropolitan Opera. Sport tourism initiatives coordinate with leagues and events including the National Basketball Association, National Football League, Major League Baseball, US Open, and Super Bowl. Sustainable tourism and parks access programs partner with Yellowstone National Park managers and conservation NGOs such as the Nature Conservancy and the Sierra Club. Educational outreach ties to university systems like the Ivy League and the University of California to attract academic travelers and conference delegates.

Membership and Partnerships

VisitUSA's members span municipal tourism bureaus like NYC & Company, Los Angeles Tourism, Choose Chicago, and Discover Puerto Rico, state tourism offices including Visit California and Florida Department of Tourism, private sector partners such as Marriott International, Hilton Worldwide, Hyatt Hotels Corporation, Carnival Corporation, Royal Caribbean International, and travel trade groups like the American Society of Travel Advisors and International Air Transport Association. It partners with cultural festivals (for example Burning Man, Newport Jazz Festival), chamber of commerce networks including the U.S. Chamber of Commerce, technology companies including Microsoft, Apple Inc., and payment platforms like Visa Inc. and Mastercard. Internationally, VisitUSA maintains relationships with national tourism organizations such as VisitBritain, Tourism Australia, China National Tourism Administration, Japan National Tourism Organization, and the European Travel Commission.

Impact and Criticism

Proponents attribute increases in arrival numbers to VisitUSA's promotion alongside infrastructure improvements at hubs like Hartsfield–Jackson Atlanta International Airport and O'Hare International Airport and to synergistic effects with events such as World Expo participations and trade shows like CES and International Consumer Electronics Show. Critics argue that campaigns have sometimes favored large urban centers—New York City, Los Angeles, San Francisco—over rural destinations such as Appalachian Mountains communities and argue about overtourism impacts at sites like Joshua Tree National Park and Antelope Canyon. Environmental groups including the Sierra Club and Defenders of Wildlife have raised concerns about carbon footprint and resource strain, while heritage advocates from the National Trust for Historic Preservation have debated commercialization effects. Policy scholars cite tensions in visa policy impacts involving the Visa Waiver Program and consular processing at posts such as the U.S. Embassy in Beijing and U.S. Consulate General in Mumbai.

Governance and Funding

VisitUSA is governed by a board drawing representatives from member organizations—including state offices like Visit Florida, industry leaders from Marriott International and Delta Air Lines, and civic partners such as the Smithsonian Institution—and operates through committees that work with federal entities like the U.S. Department of Commerce and agencies such as the United States Agency for International Development on targeted projects. Funding streams include membership dues, co-operative marketing funds from destination partners, sponsorships from corporations like Amtrak, FedEx, and UPS, and grants tied to trade promotion activities administered in coordination with entities like the Export-Import Bank of the United States and philanthropic foundations including the Ford Foundation and Rockefeller Foundation.

Category:Tourism in the United States