USA remains a strong global travel destination, says Brand USA

03-07-25

The United States continues to solidify its position as one of the most attractive travel destinations worldwide, backed by a positive and resilient global perception. This is confirmed by the annual report released by Brand USA, the organization responsible for promoting the country to international travelers, which reflects a consistently strong image of the U.S. even amid global challenges and growing competition among destinations.

The report, titled Perceptions of the United States as a Travel Destination in Global Markets, analyzes the attitudes, motivations, and barriers experienced by potential travelers from over 20 key source markets. The findings, which cover strategic markets such as Canada, Mexico, the United Kingdom, Germany, Japan, Brazil, India, and China, show a predominantly positive view of the U.S. as a destination for leisure, business, and cultural experiences.

According to the study, more than 60% of respondents consider the United States a welcoming country for international tourism, offering a diverse, vibrant, and modern experience that combines nature, culture, entertainment, shopping, and cuisine. Iconic cities such as New York, Los Angeles, Las Vegas, Miami, and San Francisco continue to enjoy global recognition for their appeal, while interest is also growing in exploring less traditional destinations like national parks, small towns, or rural areas, increasingly appreciated for their authenticity and local character.