CHICAGO — Brand USA launched its new global tourism campaign, America the Beautiful, at a packed press conference today — but it was the elephant in the room, not the glossy new ads, that had attendees buzzing.
CEO Fred Dixon took to the podium to unveil the campaign, which he said would focus on “people-to-people connections” and position the United States as “the world’s most aspirational long-haul travel destination.”
“There’s never been a better time to explore the beauty and energy of the USA,” Dixon declared. “We’re open for business and ready to welcome international travellers.”
But questions about whether Brand USA will remain in business loomed large. A recent proposal from the U.S. Senate Committee on Commerce, Science & Transportation — chaired by Republican Senator Ted Cruz — calls for slashing the organisation’s annual funding from $100 million to just $20 million. If passed, it would gut the federal agency responsible for promoting U.S. tourism abroad.
Despite intense speculation that Dixon would address the threat head-on, he offered only a brief nod to the issue, thanking attendees for their concern and noting that Brand USA is in “an unprecedented level of dialogue with every level of government.”
Then, in a break from long-standing tradition, Dixon ended the press conference without taking questions. Also conspicuous by his absence was Geoff Freeman, president and CEO of US Travel, who also usually addresses the conference.
It was a tightly scripted performance focused solely on the campaign’s optimistic message — that the U.S. remains a $2.9 trillion tourism powerhouse, supporting 15 million jobs and welcoming $700 million in daily visitor spending.
Behind the scenes, however, the mood was far from celebratory. Since its inception in 2011, Brand USA has weathered multiple funding challenges — but never one quite this dire.
As one attendee muttered on the way out: “It’s hard to sell America the Beautiful when you’re fighting to keep the lights on.”
