A new body set up to promote inbound tourism to the United States will launch an advertising and marketing campaign valued at around £2m in the UK on May 1.
Brand USA, a public-private partnership funded by travel companies and money raised through Esta visa-waiver charges, was officially unveiled at WTM last year.
Its new marketing strategy will be revealed at US trade show Pow Wow in April, before a fully fledged campaign is launched in markets including the UK.
Speaking at a meeting of the Visit USA Association in London, Brand USA’s UK representative agency Black Diamond confirmed the initial four-month campaign would include TV, online and outdoor advertising.
It will initially be consumer-focused, but trade activity is also planned.
Jim Evans, chief executive of Brand USA, said: "The campaign to market the United States as a premier travel destination is the first time the USA has had a sustained international campaign to inspire and welcome visitors from all over the world.
“We look forward to welcoming UK visitors to discover America again or for the first time."