Brand USA launches “America the Beautiful” campaign to boost global tourism and economic impact, ETTravelWorld

Brand USA, the destination marketing organisation for the United States, has launched America the Beautiful, its most ambitious global tourism campaign to date. The initiative was unveiled during Brand USA Travel Week UK & Europe 2025, an annual event connecting US destinations with top international buyers and media from over 20 countries.

The launch comes as international travel continues to be a major driver of US economic recovery. From January to July 2025, travel and tourism exports reached USD 147 billion, marking a 2 per cent year-on-year rise. This growth is expected to generate nearly USD 39.6 billion in federal tax revenue and contribute to an overall economic impact of USD 551 billion by the end of 2025.

Fred Dixon, President and CEO of Brand USA, said: “The United States remains the top international destination for long-haul leisure travel in the world, reflecting the enduring appeal of our varied and unique destinations and experiences. With America the Beautiful, we’re delivering a fresh invitation to explore the USA in new and exciting ways. As we look ahead to 2026, we remain laser-focused on maximising international tourism opportunities to drive economic impact and job growth while inviting the world to celebrate 250 years of America the Beautiful.”

The America the Beautiful campaign marks a shift in Brand USA’s approach—focusing on people and experiences rather than just destinations. The creative direction seeks to capture the human stories, diverse cultures, and emotional connections that make the US distinct. Leah Chandler, Chief Marketing Officer of Brand USA, added: “America the Beautiful tells the story of America bigger, bolder, and more beautifully than ever before—balancing the power of place with the depth of human connection.”

Backed by research across 10 global markets, 72 per cent of respondents expressed positive emotional resonance with the campaign, and 67 per cent said it increased their desire to visit the US The initiative will be rolled out across nine key international markets—Argentina, Australia, Brazil, India, Ireland, Japan, Mexico, South Korea, and the United Kingdom—via digital, streaming, out-of-home, and social platforms.

Complementing the campaign, Brand USA has introduced AmericaTheBeautiful.com, an AI-powered travel hub built with Mindtrip technology. Available in eight languages, the site enables travellers to plan customised itineraries, access interactive maps, and connect major gateways with regional destinations across the country.

The campaign aligns with Brand USA’s broader mission to unify its marketing, media, and trade initiatives under one strategic vision. It also comes at a pivotal time as the US prepares for major global events in 2026, including the FIFA World Cup, the country’s 250th anniversary, and the centenary of Route 66—all expected to significantly boost inbound tourism.

Meanwhile, Brand USA Travel Week UK & Europe 2025 has drawn nearly 900 delegates representing trade, media, and destination partners. Supported by the Atlantic Joint Business partners—British Airways, American Airlines, Finnair, Aer Lingus, Iberia, and Level—the four-day event features curated appointments, leadership discussions, and educational sessions.

Colm Lacy, Chief Commercial Officer at British Airways, stated: “We’re proud to support Brand USA Travel Week alongside our Atlantic Joint Business partners. With more than 27 US destinations on our route network, our transatlantic flights remain a firm favourite. Our partnership with Brand USA helps showcase the country’s incredible variety—from world-class cities to breathtaking natural scenery.”

Brand USA has also announced plans to expand Travel Week into new regions, including Brand USA Travel Week India (January 2026) and Brand USA Travel Week South America (March 2026)—markets with high potential for inbound tourism growth.

The organisation has further highlighted new developments across the US , including upcoming hotel openings, cultural attractions, and expanded international flight routes. These include British Airways’ new service from London to St. Louis and Aer Lingus’ route from Dublin to Raleigh-Durham in April 2026. Additional routes from Rome to Seattle and new connections to Newark from Bari, Glasgow, and Santiago de Compostela are also set to begin in May 2026.

With America the Beautiful, Brand USA aims to reaffirm the nation’s global tourism leadership while inspiring travellers to experience the US in richer, more meaningful ways.