Brand USA, the official destination marketing organization for the United States, has launched “America the Beautiful,” its most ambitious global tourism campaign to date. The debut took place during Brand USA Travel Week U.K. & Europe 2025, now in its seventh year, bringing together U.S. destinations and leading international buyers and media from 20 countries.
The new campaign arrives as international travel continues to play a major role in the U.S. economy. From January to July 2025 alone, travel and tourism exports reached $147 billion, a 2% increase year-over-year. This spending is projected to generate $39.6 billion in federal tax revenue and support millions of American jobs, contributing to a $551 billion total economic impact by the end of 2025.
With milestone events like the FIFA World Cup, America’s 250th anniversary, and the Route 66 centennial on the horizon, the campaign aims to accelerate global tourism growth and invite travelers to rediscover the heart and spirit of the U.S.
A New Chapter: America the Beautiful
“America the Beautiful” marks a shift in Brand USA’s marketing strategy, one that celebrates not only the country’s iconic destinations but also its people, culture, and stories. The campaign’s tagline has already shown strong resonance, with 72% of surveyed travelers responding positively and 67% expressing greater desire to visit the U.S.
The campaign will roll out across connected TV, streaming, digital, social, and out-of-home platforms in nine key markets: Argentina, Australia, Brazil, India, Ireland, Japan, Mexico, South Korea, and the United Kingdom. It targets globally curious travelers seeking nature-filled adventures, family experiences, luxury travel, and immersive arts and culture.
At the heart of the initiative is AmericaTheBeautiful.com, a new AI-powered hub built with Mindtrip technology. Available in eight languages, it features personalized travel recommendations, interactive maps, and itinerary tools that link major gateways to lesser-known destinations across the nation.
Strengthening Global Connections
Brand USA Travel Week has become a cornerstone of the organization’s international engagement strategy. This year’s event, presented with partners such as British Airways, American Airlines, Finnair, Aer Lingus, Iberia, and Level, hosts nearly 900 delegates across trade, media, and tourism sectors for four days of business meetings, panels, and workshops.
The event’s success will continue globally with Brand USA Travel Week India (January 18–23, 2026) and Brand USA Travel Week South America (March 16–20, 2026), tapping into regions with high inbound travel potential.
What’s New in U.S. Travel
Coinciding with the campaign’s launch, Brand USA also unveiled its latest “What’s New in the USA” update, highlighting new attractions, hotels, and travel experiences.
Air connectivity continues to grow, with British Airways launching service from London to St. Louis and Aer Lingus introducing flights from Dublin to Raleigh-Durham in April 2026. In May, Alaska Airlines and Delta Air Lines will begin nonstop service from Rome to Seattle, while United Airlines adds new routes to Newark from Bari, Glasgow, and Santiago de Compostela.
To learn more, visit here or start planning your next American adventure here.
