Brand USA, the destination marketing organization for the United States, unveiled its ambitious new global tourism campaign, “America the Beautiful,” at the IPW 2025 conference in Chicago. This initiative is strategically designed to revitalize and significantly boost international travel to the United States, aiming to reignite global interest in its diverse destinations through emotionally resonant storytelling and innovative, personalized travel planning. Complementing this campaign is a newly launched, AI-powered digital hub, AmericaTheBeautiful.com, which will serve as a central resource for prospective international visitors.

Fred Dixon, President and CEO of Brand USA, emphasized the campaign’s long-term vision, stating, “As we set our sights on 2026 and beyond, we’re proud to announce America the Beautiful — a bold and unprecedented global tourism campaign.” He highlighted its purpose to showcase the U.S. as a premier long-haul travel destination, inviting international travelers to deeply explore its people, culture, and vast landscapes. Leah Chandler, Chief Marketing Officer, described the campaign as a “scalable storytelling platform” that skillfully taps into both nostalgia and curiosity, allowing travel partners worldwide to integrate and amplify the core messaging across diverse international markets.

The “America the Beautiful” campaign, set to officially launch in August, is positioned as a flexible and emotionally motivating platform. It seeks to remind global visitors of the richness, warmth, and diversity inherent in U.S. destinations and its people. Dixon articulated that visitors come not merely to observe America, but to experience it, to connect with its people, explore its landscapes, and immerse themselves in its stories. The AI-powered digital hub, developed in partnership with Mindtrip, signifies a move towards a more intuitive, data-informed approach, enabling Brand USA to better understand and cater to the inspirations of global audiences, delivering tailored experiences that convert interest into action.

A core component of Brand USA’s broader strategy involves leveraging a series of high-profile global events, national anniversaries, and milestones to showcase the country. This defining decade for U.S. travel begins with the Club World Cup, Ryder Cup, and Super Bowl LX, leading into significant events like the FIFA World Cup in 2026, for which customized itineraries linking host cities were published. The schedule also includes the historic Route 66 Centennial and the America250 celebrations in 2026, marking America’s semiquincentennial with a year-long series of exhibitions and programs across all 50 states. Further out, the U.S. will host the Summer Olympic and Paralympic Games in Los Angeles in 2028, the Winter Olympics in Salt Lake City in 2034, and for the first time, the Men’s and Women’s Rugby World Cups in 2031 and 2033 across various U.S. cities.

Brand USA reported strong marketing outcomes from Fiscal Year 2024, generating 1.6 million incremental international visitors, nearly $6 billion in additional visitor spending, and contributing significantly to the U.S. economy with close to 80,000 American jobs supported and nearly $13 billion in total economic impact. Looking ahead, international air connectivity to the United States continues to expand robustly. In 2025 alone, over 1.6 million new international seats are being added across 44 new nonstop routes from 26 countries, connecting global cities to 84 U.S. airports in 74 cities. According to Brand USA’s recent Omnibus Study, the USA remains the number one overall destination travelers are most likely to visit globally in the coming year, with international travel intent showing month-over-month increases in key markets such as Japan, France, South Korea, Canada, and Mexico. Furthermore, Brand USA has partnered with the U.S. Department of Transportation to promote “The Great American Road Trip” to international travelers, highlighting 250 points of interest nationwide, and is also showcasing new tourism experiences like the world’s longest zipline in Tennessee and Dataland, an AI art museum in Los Angeles.