USA remains a strong global travel destination, says Brand USA

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.

The report also highlights the U.S.’s ongoing appeal as a hub of innovation, technology, and cutting-edge trends—factors that influence travel decisions, especially among younger, digitally connected segments. Additionally, the country is perceived as a safe, well-connected destination with high-quality infrastructure, which builds confidence among international travelers. While some concerns such as immigration policies, visa requirements, or border controls may raise occasional hesitations, they do not significantly impact the final travel decision, as the perceived benefits outweigh any potential inconveniences.

Chris Thompson, President and CEO of Brand USA, emphasized the value of this type of research for shaping tourism promotion strategies. “The study shows that Brand USA remains strong and relevant. It helps us better understand what motivates travelers to choose us and what barriers we still need to overcome,” Thompson explained. In this regard, Brand USA continues to focus its efforts on emotional and experiential marketing campaigns that connect with modern travelers’ interests, while promoting more sustainable, diverse, and geographically distributed tourism.

Brand USA’s work has been essential in rebuilding the country’s tourism position following the impact of the COVID-19 pandemic. Since the full reopening of U.S. borders in 2021, the organization has deployed an intensive strategy to reactivate inbound travel, including partnerships with airlines, tour operators, digital platforms, and media outlets. The use of technology, such as the GoUSA TV content platform and a strong presence on social media, has played a key role in maintaining an emotional connection with global audiences.

The organization has also placed special emphasis on diversifying the country’s tourism offering, promoting experiences in natural, cultural, and historical settings that help relieve pressure on major urban destinations and generate a positive impact on lesser-known local economies. This approach also responds to increasing demand from international travelers seeking authentic, personalized, and environmentally and socially responsible experiences.

According to the latest forecasts from the U.S. Department of Commerce, the country is expected to welcome over 90 million international visitors by 2025—a figure that would mark a full recovery and once again place the U.S. among the most visited countries in the world. In this context, the sustained global perception of the U.S. as a desirable destination will be a key factor in maintaining its competitiveness against other tourism powerhouses like France, Spain, or China.

The United States continues to position itself as a top-tier travel destination, with a strong, modern, and welcoming image. The country’s ability to reinvent and diversify its tourism offering, along with a well-targeted promotional strategy aligned with international traveler expectations, suggests a promising outlook for the coming years. Brand USA will remain instrumental in this trajectory, supporting a broad vision of tourism as a driver of economic growth, intercultural connection, and long-term sustainability.

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