Three U.S. hospitality giants have agreed to donate $1 million each to Brand USA, which promotes the U.S. to international travelers. Marriott International, the Walt Disney Company and Best Western International have each committed to investing $1 million in cash—along with in-kind commitments. The contributions are especially significant because in FY2012 the federal government will match private sector contributions two-to-one, which means these investments will yield $21 million in new funds for Brand USA's growing marketing budget. 

The investments will be used to fund advertising, new media marketing, in-country representation, international trade show presence and other forms of marketing to international travelers. The funding will also be used to build sponsorship and cooperative marketing opportunities that will ensure a long-term source of revenue for Brand USA. After FY2012, the private sector is required by law to fund at least 50 percent of its overall budget. 

"Recently President Obama called for a national travel and tourism strategy to attract more international visitors, and Brand USA is a major pillar of that," Brand USA CEO Jim Evans said. "This is more than an investment in a marketing program—it is an investment in job creation and economic growth for hundreds of visitor destinations across America."  

The announcement follows dozens of financial commitments that have been received to date from other businesses, destinations and even individuals across the country.   

"We are well on our way to reaching and exceeding our target of $100 million in FY12," said Evans. "Brand USA already has great momentum, which will ensure a strong budget for the global marketing campaign we are preparing to launch in April."