BRAND USA LAUNCHES “AMERICA THE BEAUTIFUL” CAMPAIGN

By: Sorin Dutoiu | 18 June, 2025

Brand USA, the nation’s official destination marketing organization, unveiled its ambitious new global tourism initiative — America the Beautiful — during its annual press conference at IPW 2025, hosted at McCormick Place in Chicago.

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This bold campaign is designed to reignite international interest in the United States as a premier travel destination and to showcase the full spectrum of the country’s landscapes, cultures, and people.

A Fresh Invitation to Explore the U.S.

“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, newly appointed President and CEO of Brand USA. “There’s never been a better time to explore the beauty and energy of the USA.”

Launching globally in August, the America the Beautiful campaign is more than a slogan — it’s a flexible storytelling platform designed to create emotional resonance with global audiences. Through evocative imagery, narratives, and cutting-edge digital tools, it invites travelers to not just see the United States, but to feel it — connecting with its people, landscapes, and diverse regional identities.

Technology-Powered Personalization

As part of the campaign, Brand USA introduced AmericaTheBeautiful.com, a new digital hub that leverages artificial intelligence via a partnership with Mindtrip. The platform personalizes the travel planning process by offering tailored recommendations and curated experiences based on user preferences, promising a smarter, more intuitive path to exploring the United States.

“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 of Brand USA. “We’re tapping into nostalgia and curiosity — the emotions that have always fueled the American dream.”

Iconic Journeys and National Celebrations

One centerpiece of the campaign is a renewed focus on The Great American Road Trip, developed in partnership with the U.S. Department of Transportation. With 250 points of interest mapped across the nation, it highlights everything from small-town charm to world-class national parks.

In 2026, visitors can join the centennial celebration of Route 66, the iconic highway stretching from Illinois to California, as well as participate in America 250, the United States’ semiquincentennial celebration. These milestone events will offer immersive, cross-country experiences that blend history, culture, and community spirit.

Growth Backed by Results

Brand USA’s efforts are backed by impressive metrics. In Fiscal Year 2024, its marketing activities generated:

1.6 million incremental international visitors
$6 billion in additional visitor spending
80,000 U.S. jobs supported
$1.7 billion in tax revenue

Moreover, the USA remains the #1 long-haul travel destination of interest globally, with increasing travel intent across markets such as Japan, France, Canada, South Korea, and Mexico.

Expanded Global Access

Air connectivity continues to expand in 2025, with 853,000+ nonstop flights across 1,683 routes from 249 cities in 84 U.S. airports. New international routes include: