Nation's largest travel expo comes to LA.

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"We have more tourism assets than any country in the world."

Paul Cerula from Brand USA is part of a major effort to boost America’s image around the world, in a campaign that will feature broadcast, print, and digital ads aimed at luring visitors to the United States.

"We're losing share, we're being out-marketed by competitive countries, so the US has to get out there and show the world that we're back in business."

The negotiations and contracts signed this week by agents and foreign governments are generating future travel into the US, and could total upwards to the tune of 4.5 billion dollars. That's why a new campaign was kicked off Monday morning, marketing the nation, globally.

Don Skeoch from the Los Angeles Tourism and Convention board says as far as he’s concerned, the efforts start now, in LA.

"It's going to be huge for us. All these delegates, from all over the world, they're booking business, and so we anticipate the economic impact long term to LA will be about 350 million. "

Skeoch says leaders understand the importance foreign travel dollars have on the local economy, and are working hard to extend LA's presence globally. And Skeoch says there’s one particular market that everyone is country is courting.

"China is taking off. A statistic that people don't realize is there are more people in China that can afford to travel to the United States than the population of the United States. It's remarkable."

"We're the number one dream destination for Chinese Travelers-- we're one of the top destinations for Brazilians"

But Cathy Keefe, spokeswoman for the US Travel Association, says these travelers have enticing options like London or Paris. So, the United States has to up its game to compete for tourists who help buy local economies as well as improved cultural understanding.

"International travelers currently spend more than a hundred billion dollars in the US, but we can see more of that. We can have more jobs, more money coming into the country, and at the same time, improve public diplomacy."

Which is why Chief Marketing Officer for Brand USA, Chris Perkins, wants to fight fire with fire.

"We've got to stem the tide. Everyone else is spending enormous amounts of money to draw people to their market, so it's time we start drawing people to ours."