Brand USA has unveiled a bold new global tourism campaign, America the Beautiful, at IPW 2025 in Chicago, marking a major push to reignite international travel to the United States.
The campaign, supported by a new digital hub at AmericaTheBeautiful.com, showcases the diversity and appeal of U.S. destinations while promoting a packed calendar of major events through to 2034.
New campaign to inspire global travellers
Launching in August, America the Beautiful aims to emotionally connect with travellers by highlighting the people, landscapes and stories that define the U.S. “There’s never been a better time to explore the beauty and energy of the USA,” said Fred Dixon, President and CEO of Brand USA.
“This campaign sends a clear message: the USA is open for business and ready to welcome legitimate international travellers.”
The platform will incorporate AI-powered personalisation tools in partnership with Mindtrip, offering tailored travel inspiration and experiences to global audiences. It is designed to be flexible, collaborative, and scalable, allowing destination partners to align with Brand USA’s messaging worldwide.
Global events and fresh experiences across the USA
Brand USA also highlighted a defining decade for U.S. travel. In 2026, the nation will celebrate America 250—the 250th anniversary of independence—alongside the Route 66 Centennial, bringing attention to one of the world’s most iconic highways. That same year, the United States will host the FIFA World Cup, with additional customised itineraries for travel trade to promote regional destinations near host cities.
Looking ahead, the USA will welcome the 2028 Summer Olympics in Los Angeles, the 2034 Winter Olympics in Salt Lake City, and the Rugby World Cups in 2031 (men’s) and 2033 (women’s), positioning the country at the centre of global tourism.
New attractions are also enhancing the visitor experience, from Universal Epic Universe in Orlando to Dataland—the world’s first AI art museum in Los Angeles. The Museum of BBQ in Kansas City, The Compton boutique hotel in Bentonville, and the MegaZip zipline in Tennessee are among the unique offerings opening in 2025–2026.
Brand USA’s efforts in 2024 alone drove 1.6 million additional international visitors, generating nearly AUD 9 billion (USD 6 billion) in spending and supporting close to 80,000 jobs across the country.
