Brand USA Unveils "America the Beautiful" Campaign to Ignite Global Wanderlust

At this year’s U.S. Travel Association’s IPW in Chicago, Brand USA — the nation’s destination marketing organization — made a bold statement about the future of global tourism to the United States. Held at McCormick Place, the organization’s annual press conference introduced a sweeping new international campaign: America the Beautiful. Designed to rekindle international interest and highlight the diversity, spirit, and depth of U.S. travel experiences, the campaign signals a new era of storytelling, innovation, and global engagement.

“There’s never been a better time to explore the beauty and energy of the USA,” said Fred Dixon, Brand USA’s new president and CEO. “With this campaign, we’re sending a clear message: the USA is open for business and ready to welcome legitimate international travelers.”

A New Storytelling Platform

Launching officially in August 2025, America the Beautiful aims to tap into the emotional heartbeat of travelers by showcasing the United States as more than a destination — it’s a feeling, a connection, and a journey through landscapes and stories. Dixon emphasized the campaign’s purpose: “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.”

The campaign is supported by a brand-new digital hub, AmericaTheBeautiful.com, launched in partnership with AI-powered platform Mindtrip. The site uses artificial intelligence to personalize travel inspiration and planning, reflecting a shift toward more data-informed marketing strategies that tailor content to the unique interests of each potential visitor.

“This is a scalable campaign, one built to integrate seamlessly with our partners worldwide,” added Leah Chandler, Brand USA’s Chief Marketing Officer. “We’re tapping into nostalgia and curiosity—the very emotions that have always drawn people to the United States.”

Fueling a Tourism Revival

Brand USA’s results from Fiscal Year 2024 show the power of strategic marketing. Their efforts generated 1.6 million additional international visitors, nearly $6 billion in extra spending, and supported almost 80,000 American jobs — a $13 billion boost to the U.S. economy.

International intent to travel to the U.S. is also trending upward, with Brand USA’s latest research showing growth across key markets including Japan, France, Canada, and Mexico. And with over 853,000 nonstop flights on 1,683 global routes connecting to 84 U.S. airports in 2025, accessibility to America’s destinations has never been better. New routes from Air France (Orlando–Paris), Aer Lingus (Nashville–Dublin), and United (San Francisco–Adelaide) are just a few examples of the international expansion.

A Defining Decade for American Travel

Looking beyond 2025, Brand USA outlined a transformative decade of events, milestones, and celebrations set to capture global attention. The countdown begins now with major sporting events such as the Club World Cup and the Ryder Cup, leading to the 2026 FIFA World Cup hosted across multiple U.S. cities.

Also on the horizon: the Route 66 Centennial, which will celebrate one of the world’s most iconic highways, and America 250, the semiquincentennial anniversary of U.S. independence. Brand USA has partnered with the America250 Commission to craft a yearlong, nationwide celebration of history, culture, and community in 2026.

Further down the road, the U.S. will host the Summer Olympics in Los Angeles (2028), the Winter Olympics in Salt Lake City (2034), and for the first time, the Men’s and Women’s Rugby World Cups (2031 and 2033).

What’s New Across the USA

Travelers will soon find even more reasons to explore the U.S., thanks to an impressive lineup of new attractions and experiences:

• Universal Epic Universe opens in Orlando, redefining the future of theme parks.

• Mattel Adventure Park will debut a second location in Kansas in 2026.

• The MegaZip in Pigeon Forge, Tennessee offers the longest zipline in America, with breathtaking views of the Great Smoky Mountains.

• The Museum of BBQ in Kansas City explores the rich regional traditions of America’s beloved cuisine.

• Dataland, the world’s first museum dedicated to AI art, opens in Los Angeles.

• The Compton, a boutique hotel in Bentonville, Arkansas, blends luxury with small-town charm.

Nature lovers can look forward to new outdoor adventures like the 34-mile Adirondack Rail Trail in upstate New York and immersive wildlife stays at Spekboom Lodge in San Antonio Zoo.

Through the America the Beautiful campaign, Brand USA is doing more than promoting tourism — it’s redefining how the world experiences America. By telling authentic stories, celebrating diversity, and creating personalized pathways for discovery, the United States is setting the stage for an exciting, inclusive, and economically impactful era of global travel.

For more information and to start planning your next adventure, visit TheBrandUSA.com or AmericaTheBeautiful.com.