Brand USA has debuted the most ambitious global tourism marketing campaign in its history during this week's Brand USA Travel Week U.K. and Europe in London.
Titled "America the Beautiful," the campaign aims to bolster international tourism's impact on the U.S. economy ahead of what's poised to be a milestone year for travel across the U.S., with the country scheduled to host the 2026 FIFA World Cup, America’s 250th anniversary and the Route 66 centennial, among other marquee events.
According to the nation's official destination marketing organization, the new campaign will roll out across connected TV, streaming, out-of-home, digital and social media in nine priority markets, including Argentina, Australia, Brazil, India, Ireland, Japan, Mexico, South Korea and the United Kingdom.
Focusing on people rather than places, the latest research across 10 global markets suggests the campaign is hitting home, generating strong emotional appeal, with 72 percent responding positively and 67 percent reporting increased desire to visit the U.S.
Brand USA is simultaneously launching AmericaTheBeautiful.com, a new AI-powered hub built with Mindtrip technology that's available in as many as eight languages. The new hub offers personalized recommendations, interactive maps and itinerary-building tools for international tourists.
"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," Fred Dixon, president and CEO of Brand USA, said in a statement.
"With America the Beautiful, we're delivering a fresh invitation to explore the USA in new and exciting ways," said Dixon. "As we look ahead to 2026 and the decade of mega events on the horizon, we remain laser-focused on maximizing international tourism opportunities to drive economic impact and job growth while inviting the world to celebrate 250 years of America the Beautiful."
"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," added Leah Chandler, chief marketing officer of Brand USA. "Every element, from powerful creative storytelling to AI-powered planning tools, is designed to inspire travelers to see America in new ways and to turn that inspiration into action."
"We're not asking people to simply visit America; we're inviting them to feel it, taste it, and carry home experiences that become core memories," said Chandler.
Year-to-date through July, travel and tourism exports totaled $147 billion, up two percent year-over-year, according to Brand USA.
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