Gus Antorcha first cruise executive on Brand USA boardGus Antorcha first cruise executive on Brand USA board

Princess Cruises President Gus Antorcha was named to the 2025 board of Brand USA, the destination marketing organization for the United States.

While the group has always had a representative from the land and sea transportation sector, this is the first time that person is from the cruise industry.

Appointed by US secretary of commerce

The 11-member board is appointed by the US secretary of commerce in consultation with the US secretaries of state and homeland security. Each director represents a travel and tourism industry sector and can serve a maximum of two consecutive three-year terms.

'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, US 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.'

90m visitors goal

The new board appointments come as Brand USA sets its sights on achieving the Department of Commerce's National Travel and Tourism Strategy goal of welcoming 90m visitors by 2027, which it expects to do one year ahead of schedule, in 2026. 

Related:New presidents at Princess Cruises, Holland America, Seabourn

The complete list of the 2025 Brand USA board can be found here.