Brand USA charts new course with global “America the Beautiful” campaign

In a bold move that signals a new chapter for U.S. tourism, Brand USA, America’s destination marketing organization, has launched a global campaign aimed at reigniting international travel to the United States.

Unveiled during the U.S. Travel Association’s IPW conference at McCormick Place in Chicago, the campaign — aptly titled “America the Beautiful” — presents a renewed invitation for the world to rediscover the United States.

“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, president and CEO of Brand USA. “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. 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.”

Set to launch this August, the campaign is an “emotionally motivating platform designed to reignite passion for U.S. travel,” reads a press release, while the reminding visitors of the richness, warmth, and diversity of U.S. destinations and people.

“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.

A storytelling platform

The campaign comes as the United States grapples with sustained challenges in attracting international travellers amid President Donald Trump’s trade war on the world.

The downturn is particularly pronounced among Canadians, many of whom are rethinking their U.S. travel plans and venturing elsewhere.

The number of Canadians visiting the U.S. continued to decline in May, according to Statistics Canada: Canadian-resident return trips by air fell 24.2 per cent compared with the same month in 2024.

Additionally, return trips by automobile dropped 38.1 per cent—the fifth consecutive month of year-over-year declines, reports StatCan

America The Beautiful, which is supported by a digital hub, found here, aims to turn some of those statistics around.

The platform leverages artificial intelligence, in partnership with Mindtrip, to personalize and enhance a traveller's U.S. journey.

Brand USA says this data-informed approach allows it 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.

In Fiscal Year 2024, Brand USA’s marketing efforts generated 1.6 million incremental international visitors, nearly $6 billion in additional visitor spending, and supported close to 80,000 American jobs.

These efforts produced $1.7 billion in federal, state, and local tax revenue, contributing to nearly $13 billion in total economic impact across the country.

Despite shifting sentiment, Brand USA’s most recent Omnibus Study points to a possible turning point.  

The survey says the U.S. remains the overall destination travellers are most likely to visit globally in the next year among select markets.

International travel intent has increased month-over-month in several key markets, including Japan, France, South Korea, and Canada, the study says.

Notably, Mexico reached its highest intent level since January, while Canada improved for the second month in a row, reversing a sustained period of decline, according to the survey. 

Looking ahead

Looking ahead, Brand USA will put the spotlight on its global events, national anniversaries and milestones, and extraordinary new visitor experiences.

The momentum begins to build this month with the Club World Cup, followed by the Ryder Cup in New York, Super Bowl LX in California, and the 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 center stage in 2026 with the Route 66 Centennial, the world's most iconic highway.

Spanning eight states from Illinois to California, this 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 semiquincentennial, with a yearlong series of exhibitions, events, and programs across all 50 states.

Brand USA has officially finalized a partnership with the America250 Commission to help bring this anniversary celebration to life.

In 2025 and 2026, the country is unveiling reimagined landmarks, new attractions, and unique experiences.

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.

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