Summary:
- Brand USA launched its “America the Beautiful” campaign to increase international visitation.
- The campaign targets nine markets and includes an AI-powered trip planning hub.
- It promotes 2026 U.S. events, including the World Cup and the nation’s 250th anniversary.
BRAND USA LAUNCHED “America the Beautiful,” a global tourism campaign to increase international visitation and hotel demand. The campaign was announced at Brand USA Travel Week U.K. & Europe 2025 in London.
The initiative aligns with $147 billion in travel exports through July, up 2 percent year over year, Brand USA said in a statement. The spending is projected to generate $39.6 billion in federal tax revenue, support millions of U.S. jobs and add $551 billion to the economy in 2025.
“The U.S. remains the top destination for long-haul leisure travel,” said Fred Dixon, president and CEO of Brand USA. “With America the Beautiful, we’re inviting travelers to explore the country while driving economic impact through tourism.”
The campaign will run across TV, streaming, digital, social and out-of-home media in nine markets: Argentina, Australia, Brazil, India, Ireland, Japan, Mexico, South Korea and the United Kingdom, the statement said. Early testing in 10 markets showed a 72 percent positive response to the campaign’s tagline and a 67 percent increase in intent to visit the U.S.
Leah Chandler, Brand USA’s CMO, said the campaign focuses on storytelling and connection.
“Every element, from creative storytelling to AI-powered planning tools, is designed to inspire travelers to see America in new ways and turn that inspiration into action,” he said.
A key component is AmericaTheBeautiful.com, an AI-powered planning hub built with Mindtrip technology. Available in eight languages, it features interactive maps, personalized itineraries and tools linking major gateways with regional destinations to encourage longer stays and wider hotel demand across the U.S.
Nearly 900 delegates attended this year’s event, with expansion to India and South America planned for 2026. New international routes, including British Airways’ London–St. Louis service and Aer Lingus’ Dublin–Raleigh-Durham flight, are expected to improve air connectivity and support travel to U.S. cities and regional destinations.
A recent Cheaphotels.org survey found Boston and New York are the most expensive cities for hotel stays, while Phnom Penh is the least expensive and Mumbai ranks 49th of 100 cities.
