Brand USA, launches America the Beautiful, its most ambitious global tourism marketing campaign to date. The campaign debuted during the seventh edition of Brand USA Travel Week U.K. & Europe, which connects U.S. destinations with international buyers and media from 20 countries.
As international travel continues to strengthen the U.S. economy—contributing $147 billion in exports year-to-date through July and projected to generate $39.6 billion in federal tax revenue by year-end—the new campaign aims to build momentum ahead of major 2026 milestones including the FIFA World Cup, America’s 250th anniversary, and the Route 66 centennial.
Fred Dixon, president and CEO of Brand USA, said, “With America the Beautiful, we’re delivering a fresh invitation to explore the USA in new and exciting ways. As we look ahead to 2026, we remain focused on driving economic impact and job growth while inviting the world to celebrate 250 years of America the Beautiful.”
The campaign marks a shift from focusing solely on destinations to emphasizing people, culture, and authentic experiences. Leah Chandler, chief marketing officer of Brand USA, noted that the initiative “balances the power of place with the depth of human connection,” enhanced by AI-powered trip planning tools on the new platform AmericaTheBeautiful.com.
Launching across nine priority markets—including India, the U.K., Australia, Japan, and Mexico—the campaign uses connected TV, digital, and social media to engage travelers seeking authentic, nature-filled, and cultural experiences.
Brand USA Travel Week has become a cornerstone of its global engagement strategy, with upcoming editions planned for India (January 18–23, 2026) and South America (March 16–20, 2026).
New flight routes by British Airways, Aer Lingus, Alaska Airlines, Delta Air Lines, and United Airlines will further expand connectivity to the U.S. in 2026, offering more opportunities for international visitors to explore America the Beautiful.
