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Brand USA, the United States’ official destination marketing organisation and main sponsor of US Travel Association’s IPW, has announced an ambitious new vision to boost international travel to America. At its annual press conference held at McCormick Place, Chicago, they introduced the brand-new global tourism campaign, America the Beautiful, designed to showcase America’s diverse attractions and inspire fresh travel interest worldwide.
Launching this August, America the Beautiful is an emotionally engaging platform designed to reignite confidence and curiosity about US travel. It celebrates the vibrancy, warmth, and variety of American destinations, inviting the world to feel and connect with the country.
“As we set our sights on 2026 and beyond, we’re proud to announce America the Beautiful — a bold and unprecedented global tourism campaign,” said Fred Dixon, president and CEO of Brand USA. “There’s 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. We’re confident this effort will spark renewed interest and deepen connections with audiences around the world.”
Alongside the campaign, a dedicated digital platform, AmericaTheBeautiful.com, has been launched today. Powered by artificial intelligence in partnership with Mindtrip, this new hub personalises the traveller’s journey, delivering tailored experiences based on what inspires each visitor—marking a significant step towards smarter, data-driven marketing.
“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,” added Dixon.
“This campaign is a storytelling platform that will give the world a fresh lens through which to see the United States,” said Leah Chandler, chief marketing officer for Brand USA. “We’re 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.”
In 2025, air connectivity to the US continues to expand, with over 853,000 direct flights connecting 249 cities across 262 airports worldwide to 84 US airports. Several new routes are launching this year, including Air France’s Orlando-Paris service, Aer Lingus’ Nashville-Dublin route, and United’s San Francisco-Adelaide flight, adding over 1.6 million seats into US gateways.
Celebrating a Decade of Major Events
The next ten years will be packed with world-class events and milestones: the FIFA Club World Cup, Ryder Cup in New York, Super Bowl LX in California, and the 2026 World Cup – all helping to build momentum ahead of the 2028 Summer Olympics in Los Angeles and the 2034 Winter Olympics in Salt Lake City.
Additionally, the Men’s and Women’s Rugby World Cups will come to America in 2031 and 2033, respectively.
Historic Anniversaries & Iconic Destinations
2026 will be a landmark year, marking the Route 66 Centennial and America 250 — the nation’s 250th birthday, celebrated with exhibitions and events nationwide. Facilitating these celebrations, Brand USA has partnered with the America250 Commission.
New Attractions & Experiences
America is constantly reinventing itself with fresh landmarks, attractions, and adventures. Highlights include Universal’s Epic Universe theme park in Orlando, the new Mattel Adventure Park in Kansas, the MegaZip in Tennessee’s Pigeon Forge, and Kansas City’s Museum of BBQ. The world’s first AI art museum, Dataland, opens in Los Angeles, while Arkansas’s Boutique hotel, The Compton, offers a stylish new experience in small-town luxury.
Nature lovers can explore the new 34-mile Adirondack Rail Trail in New York, while wildlife enthusiasts will enjoy San Antonio Zoo’s new Spekboom Lodge. With so much to see and do, now’s the perfect time to plan your American adventure.
