Brand USA, the people in charge of marketing the U.S. to the world, have a new campaign called “America the Beautiful.”
The announcement, made today at the U.S. Travel Association’s IPW event in Chicago, includes the launch of a new global tourism campaign, America the Beautiful, and the introduction of a dedicated digital hub, AmericaTheBeautiful.com.
The campaign aims to showcase the diversity and richness of U.S. destinations and encourage international travel to the United States in 2025 and beyond. Brand USA also outlined key milestones shaping the coming decade — including America250 (celebrating the 250th anniversary of the U.S.), the 2026 FIFA World Cup, the Route 66 Centennial, and the Olympic and Paralympic Games in 2028 (Los Angeles) and 2034 (Salt Lake City) — as well as new attractions and visitor experiences across the country.
“As we set our sights on 2026 and beyond, we’re proud to announce America the Beautiful — a bold and unprecedented global tourism campaign,” said Fred Dixon, president and CEO of Brand USA. “There’s never been a better time to explore the beauty and energy of the USA, which continues to be the world’s most aspirational long-haul travel destination.
Route 66 in Arizona. Brand USA Photo
“With this campaign, we’re sending a clear message: the USA is open for business and ready to welcome legitimate international travelers. We’re confident this effort will spark renewed interest and deepen connections with audiences around the world.”
AMERICA THE BEAUTIFUL
Launching in August, America the Beautiful “is a flexible, emotionally motivating platform designed to reignite passion for U.S. travel and remind global visitors of the richness, warmth, and diversity of U.S. destinations and people.”
It could be tough to attract Canadians and some other foreign visitors given the current political climate in the States, but there’s no doubt the U.S. has amazing destinations and friendly locals to check out.
“Visitors come to do more than see America. They come to feel it, to connect with our people, explore our landscapes, and experience our stories. America the Beautiful gives us a new way to tell those stories and invite the world to be part of them,” said Dixon.
A lovely meadow at breathtaking Yosemite National Park in California. Mick Haupt/Unsplash Photo
The campaign will be supported by a dedicated digital hub, AmericaTheBeautiful.com, launching today, which leverages artificial intelligence in partnership with Mindtrip to personalize and enhance the traveller journey. This is a step toward a more intuitive, data-informed approach, allowing Brand USA to better understand what inspires global audiences to deliver tailored experiences that move them to action.
“This campaign is a storytelling platform that will give the world a fresh lens through which to see the United States,” said Leah Chandler, chief marketing officer for Brand USA. “We’re tapping into nostalgia and curiosity, the same feelings that have always drawn travelers to the United States. And it’s built to be scalable — allowing our partners to integrate, collaborate, and amplify our shared message worldwide.”
More than 5,000 delegates, including nearly 1,800 international and domestic buyers and media, are in Chicago for IPW this week “to do what this event does best: drive an estimated $26 billion in future travel to the U.S. and introduce thousands of buyers to new destinations, accommodations and attractions,” said Geoff Freeman, U.S. Travel Association’s president and CEO.
I’ve made it to most of the IPW events over the last 10-15 years and hated to miss this one.
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I will be avoiding the USA, regardless of marketing, for the next 4 years. If US voters come to their senses then, perhaps non-Americans will again feel welcome. Sad, since we visited the USA almost every year for ten years since retirement.