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USA, the destination marketing organization for the United States, has launched America the Beautiful, its most ambitious global tourism campaign. The initiative was unveiled at the annual event brand and Europe 2025, which connects US destinations with international buyers and media above the US from more than 20 countries.
To begin with, international travel continues to be a big driver of the US economic recovery. From January to July 2025, travel and tourism exports reached US$147 billion, a year-on-year increase of 2 percent. This growth is expected to generate approximately $39.6 billion in federal tax revenue and contribute to a total economic impact of $551 billion by the end of 2025.
USA president and CEO Fred Dixon said, “The United States of America has long reflected the enduring appeal of our diverse and unique destinations around the world. As we approach 2026, I am focused on maximizing international tourism opportunities to increase economic impact and job growth as we invite the world to celebrate 250 years of America.”
The American Beautiful campaign is a shift in the US branding approach, one that focuses on people and experiences, not just destinations. The creative direction strives to capture human stories, diverse cultures, and the emotional connections that make America unique. Leah Chandler, chief marketing officer of the US brand, “balances the power of the American beautiful, bigger, bigger, better and better, place with human connection.”
Backed by research in 10 global markets, 72 percent of respondents felt a positive emotional resonance with the campaign and said it increased their desire to visit the US, Australia, Brazil, India, North Korea, South Korea and will be streamed through home streaming, out-of-home and social platforms.
Completing the campaign, the Brand launched Americaathebeautiful.com, an AI-Powered Travel Hub built with US Mindtrip Technology. Available in eight languages, the site allows travelers to plan custom itineraries, access interactive maps, and connect key gateways with regional destinations across the country.
The campaign aligns with the US brand’s broader mission to unify marketing, media and merchandising initiatives under one strategic vision. The U.S. also expects to significantly boost outbound tourism in 2026, a period to include the FIFA World Cup, the country’s 250th anniversary and the Route 66 centennial.
Meanwhile, US Travel Week UK and Europe 2025 attracted nearly 900 delegates representing trade, media and destination partners. Atlantic Joint Business partners – British Airways, American Airlines, Finnair, Aer Lingus, Iberia and the level of the four-day event, supported by leadership discussions and educational sessions.
Colm Lacy, chief commercial officer at British Airways: “With over 27 US airlines on our Route network, we help you breathe the incredible range of the US from world-class cities.”
Brand USA, travel week to new regions, including USA Travel Week (January 2026) and Brand USA Travel Week South America (March 2026) -Azerbaijan is a brand with high potential for tourism growth.
The organization further highlighted new developments in the US, including upcoming hotel openings, cultural attractions and expanded international flight routes. These include new service from London to London to St Louis and Aer Lingus to Raleigh-Durham in April.
With America the Beautiful, Brand USA aims to reaffirm the nation’s global tourism leadership while inspiring travelers to live richer, more meaningful lives.
