The campaign seeks to highlight lesser-known destinations, under-visited natural spaces, and unique itineraries that reflect the diversity of the country—from its coasts, mountains, and deserts to modern cities and charming small towns. In Dixon’s view, tourism should evolve from a visual catalog into a deeply memorable and personalized experience that directly benefits local communities.
A key element of the campaign is showcasing places often overlooked by traditional tourists. Cities off the usual circuits, striking natural landscapes, and remote or U.S. overseas territories—such as Puerto Rico, Guam, and the U.S. Virgin Islands—are now central to Brand USA’s storytelling. The official website Visit the USA has been redesigned to reflect this vision, offering interactive tools that let travelers filter destinations by interests, from “breathtaking views” to family road trips or cultural and artistic itineraries. A detailed map now integrates experiences and activities across the entire country.
This refreshed image aligns with a calendar rich in global opportunities to attract visitors. In the coming years, the United States will host the 2026 FIFA World Cup, the nation’s 250th anniversary celebrations, the centennial of the legendary Route 66, and the 2028 Los Angeles Olympic Games. Brand USA believes these milestones will not only draw large numbers of international guests but will also inspire many to explore lesser-known places, extend their stays, and deepen their travel experiences.
Beyond content renewal, “America the Beautiful” makes extensive use of digital tools through its revamped website, combining visual inspiration with practical planning resources: itinerary ideas, culinary recommendations, art and nature guides, scenic drives, and more. The aim is to help travelers design journeys that go beyond famous attractions and embrace authentic cultural and natural encounters. Success is no longer measured only by how many people visit, but by the quality of their engagement, the depth of their connection, and the positive impact they leave on the communities they visit.
With this campaign, Brand USA seeks to regain momentum in inbound tourism, reinforcing an image of hospitality, cultural diversity, and limitless possibilities. The United States, with its vast geography and rich heritage, aspires to reconnect emotionally with international visitors, inspire unexpected routes, and demonstrate that even in its most celebrated destinations there are always new stories to admire, share, and experience.
“America the Beautiful” is about more than recovering numbers: it aims to renew the narrative of U.S. tourism so that every traveler becomes an ambassador of an experience that is diverse, authentic, and unforgettable.
