Amidst all the hoopla at IPW in Chicago last week, Brand USA, the country’s destination marketing organization, did cut through the noise and unveil a new global marketing campaign. Under the slogan, “America the Beautiful,” the campaign is accompanied by a dedicated digital hub, AmericaTheBeautiful.com.
Outlining no less than “a bold vision for the future of international travel to the United States,” the campaign is designed to showcase the best of the United States and drive international inbound travel in 2025 and beyond.
“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,” declared Brand USA president and CEO Fred Dixon. “With this campaign, we’re sending a clear message: the USA is open for business and ready to welcome legitimate international travellers. We’re confident this effort will spark renewed interest and deepen connections with audiences around the world.
“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.
Launching in August, the campaign is preceded by a dedicated digital hub, AmericaTheBeautiful.com, which leverages artificial intelligence in partnership with Mindtrip to personalize and enhance the traveller journey – a step toward a more intuitive, data-informed approach that allows 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 travellers to the United States. And it’s built to be scalable – allowing our partners to integrate, collaborate, and amplify our shared message worldwide.”
In addition, Brand USA has partnered with the U.S. Department of Transportation to promote The Great American Road Trip to international travellers, featuring 250 points of interest across the country.
According to Brand USA’s most recent Omnibus Study, the USA remains the #1 overall destination travellers are most likely to visit globally in the next year among the markets surveyed. International travel intent has increased month-over-month in several key markets, including Japan, France, South Korea, and Canada. Notably, Mexico reached its highest intent level since January, while Brand USA says Canada improved for the second month in a row, reversing a sustained period of decline.
Defining decade
Looking ahead, Brand USA spotlighted a defining decade for travel to the United States, one marked by global events, national anniversaries and milestones, and extraordinary new visitor experiences.
The momentum began in June with the Club World Cup, followed by the Ryder Cup in New York, Super Bowl LX in California, and the FIFA World Cup in summer 2026.
To support planning, Brand USA published a number of customized itineraries for the travel trade linking FIFA host cities and base camps to surrounding regions and destinations across the country.
In 2028 and 2034, the U.S. will welcome the world to Los Angeles for the Summer Olympic and Paralympic Games and Salt Lake City for the Winter Olympics, respectively. For the first time, the Men’s and Women’s Rugby World Cups will also be held in the U.S., with cities across the USA hosting the events in 2031 and 2033.
Major milestones will also take centre stage in 2026 with the Route 66 Centennial, the world’s most iconic highway. Spanning eight states from Illinois to California, the historic road will come alive with commemorative experiences that celebrate the spirit of the Great American Road Trip and the communities that line its path.
Also in 2026, the United States will celebrate America 250, marking America’s semi-quincentennial, with a year-long series of exhibitions, events, and programs across all 50 states.
Travellers will find a wealth of new experiences waiting for them, including reimagined landmarks, new attractions, and unique experiences. Among them:
- Universal Epic Universe in Orlando, Florida has ushered in a new era of themed entertainment, and 2026 will see that energy continue with the arrival of Mattel Adventure Park’s second location in Kansas.
- The MegaZip in Pigeon Forge, Tennessee, offers adrenaline-filled adventure high above the Great Smoky Mountains on America’s longest zipline.
- In Kansas City, the brand-new Museum of BBQ highlights how this quintessential American cuisine is made and the regional styles that make BBQ distinct across the USA.
- Dataland, opening in Los Angeles, is the world’s first museum dedicated to AI art.
- And in Bentonville, Arkansas, The Compton – a new boutique hotel nestled in the town’s historic square – offers a fresh take on small-town luxury with walkable access to parks, food trucks, and galleries.
- Nature lovers can trek the newly completed 34-mile Adirondack Rail Trail in upstate New York.
- Meanwhile, San Antonio Zoo’s new Spekboom Lodge will immerse guests in wildlife experiences.
Across the country, says Brand USA, experiences big and small, urban and rural, are redefining travel to the USA.
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