Brand USA, the United States’ premier destination marketing organization, has unveiled its 2025 Board of Directors and leadership team, setting an ambitious agenda to elevate U.S. tourism and international visitor engagement. At the helm is Elliott Ferguson, Chief Executive Officer of Destination DC, who will serve a one-year term as Board Chair. Ferguson’s leadership aligns with Brand USA’s mission to welcome 90 million international visitors annually by 2026, a goal initially set for 2027.

A Diverse Leadership Team

Joining Ferguson are Vice Chair Lauren Bailey, CEO and Co-founder of Upward Projects, Treasurer Kristen Esposito of Esposito Global Partners, and Secretary Allen Orr, Founder of Orr Immigration Law Firm. This leadership team represents a diverse range of expertise across key sectors, including city tourism, restaurants, global partnerships, and immigration law.

Additionally, Brand USA welcomes two new board members: Danny Hughes, President of Americas, Hilton, representing the hotel accommodations sector, and Gus Antorcha, President of Princess Cruises, representing land and sea transportation. These appointments reflect Brand USA’s commitment to assembling a leadership team with a broad understanding of the travel industry’s varied components.

Strategic Goals: National Travel and Tourism Strategy

Brand USA’s new leadership comes at a pivotal time as the organization aligns with the U.S. Department of Commerce’s National Travel and Tourism Strategy. This strategy aims to position the United States as a global leader in tourism by welcoming 90 million international visitors annually and generating $279 billion in travel exports. With Brand USA expecting to meet this target a year early, in 2026, the organization is prioritizing initiatives that drive economic growth, support job creation, and enhance the overall visitor experience.

Key Initiatives and Growth Areas

Elliott Ferguson has emphasized his priorities, which include diversifying marketing efforts, targeting untapped global regions, and enhancing safety and ease of travel. Under his leadership, Brand USA aims to:

• Strengthen international meeting and convention opportunities.
• Accelerate the recovery of the Asia-Pacific market.
• Expand outreach to less-emphasized global markets.

Ferguson’s vision focuses on presenting the United States as a welcoming and inclusive destination. By leveraging cutting-edge marketing strategies, Brand USA seeks to appeal to a diverse range of travelers and meet competitive tourism benchmarks.

Collaborative Efforts and Industry Support

Fred Dixon, President and CEO of Brand USA, highlighted the organization’s transition from recovery to growth in international visitation. Dixon expressed confidence in the newly appointed board and leadership team to advance U.S. tourism’s global standing while contributing to the nation’s economic recovery and job creation. Dixon’s vision aligns closely with Brand USA’s goals of leveraging tourism to positively impact the U.S. economy.

Board Member Appointments

The 2025 Brand USA Board of Directors includes influential industry leaders from various sectors:

• Elliott Ferguson: CEO, Destination DC (City Convention and Visitors Bureau)
• Lauren Bailey: CEO and Co-founder, Upward Projects (Restaurant)
• Kristen Esposito: Principal, Esposito Global Partners

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