Brand USA has officially launched its new global tourism campaign, America the Beautiful, during IPW 2025 in Chicago. The campaign aims to drive international travel to the United States by showcasing the country’s diversity, beauty, and unmatched travel experiences. It marks a bold step forward in positioning the USA as the world’s leading long-haul destination.
Unveiled at McCormick Place, the campaign includes the debut of a new digital platform, AmericaTheBeautiful.com, designed to guide travelers through immersive content and personalized itineraries. Supported by artificial intelligence through a partnership with Mindtrip, the hub serves as a data-driven tool to connect international audiences with travel experiences across the U.S.
A New Era in U.S. Tourism Marketing
Brand USA President and CEO Fred Dixon described the campaign as an “emotionally motivating platform” that offers a fresh lens through which global travelers can experience the United States. With its flexible messaging and vibrant storytelling approach, the campaign captures the essence of America’s people, landscapes, and stories.
Complementing the digital hub is a strategic push to promote America’s next decade of global events and milestones. Among the highlights: the America250 celebration in 2026, the Route 66 Centennial, the FIFA World Cup, and two Olympic Games in Los Angeles (2028) and Salt Lake City (2034). Together, these events are expected to generate massive tourism opportunities and reinvigorate the country’s global appeal.
America the Beautiful: What It Offers
Launching in August 2025, the America the Beautiful campaign has been designed to highlight the emotional connection travelers have with the U.S. From bustling cities to rural landscapes, from heritage to innovation, the campaign puts storytelling at the heart of the journey.
Leah Chandler, Chief Marketing Officer at Brand USA, explained the campaign’s aim to “tap into nostalgia and curiosity,” two enduring motivators for travelers. The campaign is also built to be scalable, enabling partners across the tourism industry to align their messaging with Brand USA’s initiatives globally.
Key Campaign Features
| Element | Description |
|---|---|
| Launch Date | August 2025 |
| Digital Hub | AmericaTheBeautiful.com (AI-powered) |
| Key Focus | Storytelling, diversity, immersive travel |
| Support Tools | Itineraries, partner integrations, cultural highlights |
| Linked Events | America250, FIFA 2026, Olympics 2028 & 2034, Route 66 Centennial |
Decade of Unmissable Events and Experiences
As part of the campaign, Brand USA is spotlighting what it calls a “defining decade” for American travel. From major sporting events to national anniversaries, these moments are designed to attract millions of visitors while elevating the country’s profile as a world-class destination.
Upcoming highlights include:
- 2026 America250: A yearlong celebration marking the United States’ 250th anniversary.
- Route 66 Centennial: Honoring the iconic American highway that spans eight states.
- 2026 FIFA World Cup: Featuring host cities across the U.S. with supporting itineraries for surrounding regions.
- 2028 Summer Olympics: Held in Los Angeles, showcasing the city’s global draw.
- 2031–2033 Rugby World Cups: A first for the United States, with games across multiple cities.
- 2034 Winter Olympics: Hosted in Salt Lake City, continuing the nation’s Olympic legacy.
What’s New in the USA: Attractions, Landmarks, and Local Discoveries
In addition to mega-events, the United States is introducing an array of new attractions and visitor experiences. Some of the most exciting include:
- Universal Epic Universe (Orlando): A new theme park ushering in a new era of entertainment.
- Mattel Adventure Park (Kansas): Set to open its second location in 2026.
- The Museum of BBQ (Kansas City): Celebrating regional styles of American barbecue.
- Dataland (Los Angeles): The world’s first museum dedicated to AI-generated art.
- The Compton (Arkansas): A boutique hotel redefining small-town luxury.
- Adirondack Rail Trail (New York): A 34-mile scenic trail for nature lovers.
- Spekboom Lodge (San Antonio Zoo): A new wildlife lodge offering immersive nature stays.
These developments underscore the diversity of experiences available across the U.S., from nature and culture to cutting-edge technology and culinary exploration. Whether travelers seek adrenaline or tranquility, big cities or hidden gems, America the Beautiful provides a roadmap for discovery.
Economic Impact and Global Momentum
Brand USA’s efforts are already yielding measurable results. In Fiscal Year 2024, the organization’s campaigns generated 1.6 million additional international visitors, nearly $6 billion in visitor spending, and supported close to 80,000 American jobs. These efforts produced $1.7 billion in tax revenue and nearly $13 billion in economic impact.
International travel intent is trending upward, especially in key markets such as Canada, Japan, France, South Korea, and Mexico. According to Brand USA’s Omnibus Study, the United States remains the most desired long-haul travel destination globally.
Air Connectivity and Market Expansion
In 2025, international air connectivity continues to grow. The United States is now served by over 853,000 nonstop flights across 1,683 routes, linking 249 global cities with 84 U.S. airports. This year alone, 44 new nonstop routes from 26 countries will contribute more than 1.6 million additional seats to U.S. entry points.
Highlighted new routes include:
- Orlando–Paris (Air France)
- Nashville–Dublin (Aer Lingus)
- San Francisco–Adelaide (United Airlines)
This growing network of flights ensures travelers from around the world can access American destinations with greater ease and flexibility than ever before.
