USA launches ‘America the Beautiful’: A decade to captivate the world

18-06-25

At IPW 2025, the major global tourism summit held in Chicago’s McCormick Place, Brand USA—the official destination marketing organization for the United States—unveiled its bold new international campaign, America the Beautiful. Though its global launch is slated for August 2025, the campaign has already stirred significant anticipation. But this is more than just a new marketing effort: it’s a declaration of purpose, aimed at repositioning the country as the most desirable long-haul destination, building a deeper emotional identity, and reaffirming the U.S. as a leading global tourism player for the decade ahead.

Fred Dixon, President and CEO of Brand USA, emphasized this vision clearly: “There’s no better time to rediscover the beauty and energy of the United States, which remains the most aspirational long-haul destination in the world. We’re sending a strong message: the U.S. is open and ready to welcome legitimate international travelers. We believe this campaign will reignite interest and strengthen bonds with audiences across the globe.”

America the Beautiful is built on a well-defined narrative framework—emotional stories, iconic landscapes, and the extraordinary cultural diversity of the nation. It’s not just about highlighting destinations but about conveying authentic, memorable experiences that tap into nostalgia, curiosity, and the sensory richness of a journey through the United States. Leah Chandler, Brand USA’s Chief Marketing Officer, explained that the platform is designed to “offer a renewed perspective to global audiences,” inspired by what has always drawn travelers to the U.S.: the blend of emotional resonance and immersive cultural encounters.

A key innovation in the campaign is the integration of artificial intelligence through an interactive digital hub: AmericaTheBeautiful.com. Developed in collaboration with Mindtrip, this platform offers personalized trip planning based on user preferences, routes, and behavior. Andy Moss, Mindtrip’s Co-Founder and CEO, noted that it “creates an unforgettable experience, sparking positive and memorable conversations around the USA brand.”

Brand USA has also partnered with the U.S. Department of Transportation to launch The Great American Road Trip, spotlighting 250 locations that illustrate the cultural and scenic richness of traveling by road. It’s a modern tribute to the beloved American road trip tradition, reimagined for a global audience.

Recent figures show that Brand USA’s approach is on solid ground. In fiscal year 2024, the organization helped bring in an additional 1.6 million international visitors, generating $6 billion in visitor spending and supporting 80,000 U.S. jobs. The total economic impact reached $13 billion. Additionally, their Omnibus survey confirms that the U.S. remains the top long-haul destination among travelers, especially in key markets like Japan, France, South Korea, Canada, and Mexico.

This campaign gains relevance amid a complex global tourism context. For example, travel from Canada to the U.S. has declined for five consecutive months, with a 24% year-over-year drop in round trips in May. Yet America the Beautiful aims to reverse such trends by presenting the U.S. as a renewed, diverse, and emotionally resonant destination.

The campaign is designed not as a short-term initiative but as a strategic platform for the entire decade, set against the backdrop of major upcoming events: America250 (the nation’s 250th anniversary in 2026), the Route 66 centennial, the FIFA World Cup in 2026, the Summer and Winter Olympic Games (2028 and 2034), and—for the first time ever on U.S. soil—the Rugby World Cup for both men (2031) and women (2033). The long-term goal is to craft sustainable travel itineraries and promote extended stays that deliver meaningful economic returns to local communities.

New attractions and infrastructure developments are also part of this expansive vision: Universal Epic Universe in Orlando, Mattel Adventure Park in Kansas, MegaZip in Tennessee, the Museum of BBQ in Kansas City, the innovative Dataland in Los Angeles, boutique hotel The Compton in Arkansas, the scenic Adirondack Rail Trail in New York, and the Spekboom Lodge at the San Antonio Zoo, to name just a few. This rich variety reinforces the message that the U.S. offers everything from adventure and relaxation to culinary experiences, art, and ecotourism.

The air connectivity infrastructure further supports this vision. In 2025, the U.S. will operate over 853,000 direct flights on 1,683 routes, connecting 249 international cities with 84 domestic airports. This year alone, 44 new routes from 26 countries will add 1.6 million seats—among them, new connections like Orlando–Paris, Nashville–Dublin, and San Francisco–Adelaide. Such robust connectivity ensures seamless global access to American destinations.

Ultimately, America the Beautiful is more than a tourism campaign—it’s a strategic redefinition. By blending emotional storytelling, cutting-edge technology, world-class events, and a diverse portfolio of attractions, Brand USA is laying the groundwork for a transformative decade. With a clear roadmap through 2034 and measurable economic impact, the U.S. is positioning itself to reclaim and elevate its role in global tourism. Expectations are high—and the invitation to discover is now open.

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