Brand USA announced its 2025 board of directors, including Gus Antorcha, president of Princess Cruises, to represent the Land or Sea Transportation sector.

Antorcha has been appointed to complete Don Moore’s remaining term.

Elliott Ferguson, CEO of Destination DC, will serve as board chair for a one-year term, working alongside Vice Chair Lauren Bailey, Treasurer Kristen Esposito, and Secretary Allen Orr. Danny Hughes of Hilton was also appointed as a new director.

“As we shift from international visitation recovery to growth and new records, we are privileged to work alongside this talented board including the new slate of officers and directors led by Board Chair Elliott Ferguson to help advance the vital work of promoting the U.S. to global travel audiences while positively impacting our nation’s economy and at the same time, bolstering jobs,” said Fred Dixon, president and CEO of Brand USA.

The 11-member board is appointed by the U.S. Secretary of Commerce in consultation with the Secretaries of State and Homeland Security.

“Secretary of Commerce Gina Raimondo has selected five outstanding industry leaders to join the Board of Directors and help guide Brand USA as it markets the United States as the premier travel and tourism destination around the world,” said Alex Lasry, deputy assistant secretary for travel and tourism, U.S. Department of Commerce, International Trade Administration. “We look forward to continuing our close collaboration with Brand USA to advance the goals of the National Travel and Tourism Strategy and bring more international visitors to the United States to drive economic growth and support jobs across the country.”

Todd Davidson, CEO of Travel Oregon, was also reappointed to the board of directors, representing the State Tourism sector.

The new appointments come as Brand USA aims to reach the U.S. Department of Commerce’s goal of welcoming 90 million visitors by 2027, with plans to achieve this a year early, in 2026.

“My priorities align with Brand USA’s mission to welcome the world to the U.S. and generate incremental economic development,” said Ferguson. “We want the global community to know that the U.S. is welcoming, and we’re prioritizing all things tied to making travel safe and easy for visitors to come here. I will work with the amazing team at Brand USA to focus on growth opportunities tied to international meetings, the recovery of the Asia market and areas of the world that haven’t been as emphasized. The diversity of our marketing is important from a competitive standpoint as we aim to reflect the U.S. as a welcoming destination with broad appeal.”