At the U.S. Travel Association’s IPW 2025 held at McCormick Place in Chicago, Illinois, Brand USA, the nation’s official destination marketing organization, unveiled its ambitious new global tourism campaign, “America the Beautiful”. Framed as both an invitation and a celebration, the campaign aims to elevate the emotional allure of the United States while accelerating its recovery and growth in international inbound travel.
Fred Dixon, president and CEO of Brand USA, said, “As we set our sights on 2026 and beyond, we are proud to announce America the Beautiful, a bold and unprecedented global tourism campaign. There has 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.
America the Beautiful, set to officially launch in August 2025, seeks to tap into the richness, warmth, and diversity of the American people and landscapes.
This announcement couldn’t have come at a more strategic moment. With global tourism rebounding and competition intensifying, the United States is leveraging its strongest assets, its diversity of experiences and emotional resonance, to stand apart. This is not just marketing; it’s identity building.
Dixon added, “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.”
Leah Chandler, Brand USA’s Chief Marketing Officer, added that the campaign is designed to be modular and scalable, allowing seamless integration for partners across the tourism ecosystem.
Chandler said, “This campaign is a storytelling platform that will give the world a fresh lens through which to see the United States. We are 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.”
A key technological highlight is the AI-powered digital hub, AmericaTheBeautiful.com, developed in partnership with Mindtrip. It aims to provide a more personalized travel planning experience based on user behaviour and preferences. The personalization element could significantly boost engagement and conversion.
As part of this reinvention, Brand USA has joined forces with the U.S. Department of Transportation to promote The Great American Road Trip, spotlighting 250 points of interest. It’s a nostalgic nod to one of America’s most beloved travel traditions, now refreshed for a global audience.
Brand USA’s impact is already quantifiable. In fiscal year 2024, the organization generated 1.6 million incremental international visitors, $6 billion in visitor spending, and supported 80,000 American jobs, resulting in nearly $13 billion in total economic impact.
According to Brand USA’s Omnibus Study, the U.S. remains the most desired long-haul destination globally, with increased travel intent noted in key markets like Japan, France, South Korea, and Canada. Mexico and Canada, in particular, have shown marked rebound interest in recent months.
The data highlights that Brand USA’s strategies aren’t just aspirational, they’re effective. Sustaining and amplifying this momentum will be critical, especially as competition from Europe, Asia, and even regional destinations intensifies.
In 2025, international air connectivity to the United States continues to expand, with more than 853,000 nonstop flights across 1,683 routes connecting 249 cities in 262 airports around the world to 84 U.S. airports in 74 cities. Some notable new routes include Air France’s Orlando–Paris, Aer Lingus’ Nashville–Dublin, and United’s San Francisco–Adelaide. This year alone, 44 new nonstop routes from 26 countries are launching, contributing over 1.6 million additional seats to U.S. gateways.
What’s New and What’s Next
Brand USA spotlighted what it calls a “defining decade” for travel to the United States, one that will be shaped by a series of high-profile global sporting events, landmark national anniversaries, and an explosion of innovative visitor experiences.
The momentum begins to build this month with the Club World Cup, followed by the Ryder Cup in New York, and Super Bowl LX in California. These will be followed by the centerpiece event: the FIFA World Cup in summer 2026, which will see the United States play host to global fans and teams across multiple cities.
To support the travel trade in capitalizing on this moment, Brand USA has developed a series of customized itineraries that connect FIFA host cities with surrounding regional attractions, encouraging extended stays and broader economic impact.
Looking even further ahead, the U.S. will welcome the world again for the 2028 Summer Olympic and Paralympic Games in Los Angeles and the 2034 Winter Olympics in Salt Lake City. Meanwhile, for the first time ever, the Men’s and Women’s Rugby World Cups will also come to American soil in 2031 and 2033, respectively.
In addition to sporting milestones, the U.S. is preparing to commemorate two pivotal anniversaries in 2026. First, the centennial of Route 66, the iconic highway stretching across eight states from Illinois to California, will be marked with immersive, nostalgic road trip experiences celebrating the cultural and historic pulse of mid-century America.
The same year, the United States will celebrate America250, the semiquincentennial of the nation’s founding, with a full year of exhibitions, festivals, and events across all 50 states. Brand USA has formalized a key partnership with the America250 Commission to coordinate and amplify these activities on the global stage.
New Experiences
In parallel with these events, the U.S. tourism landscape is undergoing a remarkable transformation. In 2025 and 2026, travellers will discover a range of reimagined landmarks and brand-new attractions designed to appeal to all generations and interests.
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. Across the country, experiences big and small – urban and rural – are redefining travel to the USA.
