Brand USA, the destination marketing organisation for the United States, has officially launched America the Beautiful, its new global tourism marketing campaign and platform that represents the organisation’s most ambitious marketing initiative to date.
The campaign debuts during this week’s Brand USA Travel Week UK and Europe, now in its seventh year, which connects U.S. destinations with leading international buyers and media from 20 countries.
You can read Shane Cullen’s detailed review of the London event, for ITTN, here: ITTN’s Shane Cullen Reports from Brand USA Week Europe & UK 2025 | ittn.ie
The announcement comes as international travel continues to drive meaningful economic impact. Year-to-date through July, travel and tourism exports totalled $147bn, up 2% year-over-year. That spending is projected to generate approximately $39.6bn in federal tax revenue by year’s end, support millions of American jobs, and contribute to a total economic impact of $551bn in 2025.
The campaign is strategically timed to build on that momentum and accelerate growth ahead of 2026, a milestone year marked by the FIFA World Cup, America’s 250th anniversary, and the Route 66 centennial.
“The United States remains the top international destination for long-haul leisure travel in the world, reflecting the enduring appeal of our varied and unique destinations and experiences,” said Fred Dixon, president and CEO of Brand USA.
“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 and the decade of mega events on the horizon, we remain laser-focused on maximizing international tourism opportunities to drive economic impact and job growth while inviting the world to celebrate 250 years of America the Beautiful.”
