As Brand USA's budget has swelled in recent years, it has launched a variety of marketing campaigns aimed at attracting foreign visitors to the USA. The group's latest board meeting highlights a repositioning in international advertising with America as a land of invention. Among the upcoming actions include:
- Brand USA is looking to launch new international brand campaigns that turn America's weaknesses into positives, turning America's size and diversity into a selling point rather than a source of confusion.
- 2016 marks the first ever US-China Tourism Year event, a partnership which is geared at getting more Chinese holidaymakers to visit the United States.
- Brand USA has reported the success of its latest documentary film, National Park Adventure, with plans to fund a similar film in the coming years and leverage the content produced for the film across other mediums.
- The renaming of its Visa Waiver Program.