Brand USA Unveils “America the Beautiful” Global Tourism Campaign

Brand USA, the destination marketing organisation for the United States, has unveiled America the Beautiful, a global tourism marketing campaign and platform representing the organisation’s most ambitious marketing initiative to date. The campaign premieres during this week’s Brand USA Travel Week UK & Europe, now in its seventh year, which connects US destinations with leading international buyers and media from 20 countries. The announcement comes as international travel continues to drive meaningful economic impact. Year‑to‑date through July, travel and tourism exports totalled $147 billion, up two per cent year on year. That spending is projected to generate approximately $39.6 billion in federal tax revenue by year's end, support millions of American jobs, and contribute to a total economic impact of $551 billion 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 diverse and unique destinations and experiences,” said Fred Dixon, president and chief executive 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 maximising international tourism opportunities to drive economic impact and job growth while inviting the world to celebrate 250 years of America the Beautiful.”