Programs & Opportunities

Programs that Activate

Q: Does Activate only work with tour operators, or does it include OTAs too?

Activate covers the full range of booking-focused partners — tour operators, OTAs, and travel advisors — not just one channel. What defines Activate is the funnel stage (consideration to booking), not a single partner type.

Q: How is success measured differently for Activate vs. the other two?

Activate is the only program type with a booking-level KPI (room nights, PAX) alongside inspiration and planning metrics. Inspire and Engage stop at impressions and clicks; Activate ties directly to completed bookings.

Q: What does "full-funnel" mean in an Activate campaign?

Full-funnel means the campaign still carries awareness and consideration elements (inspiration content, retargeting) but is built to convert that existing interest into a booking, not just generate new awareness from scratch.

Q: What kinds of cooperative marketing opportunities does Brand USA offer?

Brand USA offers cooperative marketing programs in multiple international markets. You can learn more about available programs here.

Q: Can I use the VisitTheUSA.com logo on my website or marketing material?

Yes! Brand USA has several market-specific logos that can be used on your website or international marketing materials. There is no fee for use, but we do have branding guidelines for the logo treatment. Please contact your partner engagement representative to begin the process.

Q: What non-monetary contributions can I make to Brand USA?

Brand USA welcomes the rights to use your images and videos, as long as you have the right to sublicense this material to Brand USA or other third parties. We would accept your content into our digital asset management system, the database our marketing team uses to promote the U.S. Please contact your partner engagement officer to learn more.

Q: I have a question about an international market. Whom do I contact?

Your partner engagement representative can provide research and other strategic information about the markets Brand USA is active in, and provide market overviews based on the research we conduct.

Trade and travel advisor programs that convert intent into bookings across key source markets, turning traveler interest into real trips to the U.S.

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Frequently Asked Questions

Find answers to the most common questions about Brand USA’s programs, partnerships, and resources for the global travel industry.

Does Activate only work with tour operators, or does it include OTAs too?

How is success measured differently for Activate vs. the other two?

What does "full-funnel" mean in an Activate campaign?

How do I partner with Brand USA?

Brand USA accepts cash contributions that we may deploy to promote international travel to the United States via results-driven programs and platforms. The partnership begins with a conversation with our partner engagement team, where we can walk you through the LOA contribution process and hear your international marketing objectives. Partners are not “partners” in the legal or tax sense. We use “Partners” colloquially in the place of Members. Cash contributors to Brand USA are considered Members of Brand USA.

What are contributions used for?

Brand USA will use contributions solely for marketing or promotional activity designed to attract international visitors. Activities can be tailored by international market, marketing channel, seasonality, and target audience. Cooperative marketing is one of the major marketing categories Brand USA is active in, providing the opportunity to partner with organizations — regardless of budget and size — to together promote travel experiences to, through, and beyond the gateways.

What kinds of cooperative marketing opportunities does Brand USA offer?

Can I use the VisitTheUSA.com logo on my website or marketing material?

What non-monetary contributions can I make to Brand USA?

I have a question about an international market. Whom do I contact?

Optimized Audience Fall 2026 Campaign: Canada