Published on October 21, 2025
Brand USA has taken an exciting step to restore global interest in US travel by introducing the much-anticipated ‘America the Beautiful‘ campaign. Not only is 2025 a crucial year for tourism, but the campaign is also set to showcase the various cultural experiences, scenic beauty, and unforgettable locations across the United States. Coinciding with significant upcoming events in 2026, such as the FIFA World Cup and the country’s 250th anniversary, this initiative aims to attract international tourists back to the American shores.
The Vision Behind ‘America the Beautiful’
The ‘America the Beautiful’ campaign is crafted to highlight not only the country’s renowned landmarks but also the welcoming spirit of American communities. Departing from the traditional focus on tourist attractions, the campaign emphasizes the rich culture and unique experiences that define the U.S. This initiative responds to recent challenges facing U.S. tourism, with projections from the U.S. Travel Association indicating a potential 6.3% decline in inbound visitors for 2025. The campaign aims to reverse this trend and reignite global enthusiasm for travel to the U.S.
Targeting key markets such as Argentina, Australia, Brazil, India, Japan, and others, Brand USA intends to make a meaningful impact. Early data suggest a positive reception to the campaign in these countries, with a remarkable 67% of participants expressing an increased desire to visit the U.S.
Leveraging Major Global Events for Tourism
A vital aspect of the campaign’s strategy is its timing. The year 2026 will host monumental international events, including the FIFA World Cup and the 250th anniversary celebrations of the United States. These events create a fertile backdrop for Brand USA’s tourism initiatives, presenting a unique opportunity to attract millions eager to experience significant milestones in American history and sports.
The “America the Beautiful” campaign strategically aligns itself with these large-scale events, enhancing its appeal to travelers wishing to visit the U.S. during such pivotal moments. By spotlighting the country’s diversity and its capacity to host major events, the campaign effectively taps into the excitement leading up to these once-in-a-lifetime occasions.
The US as a Premier Travel Destination
One of the key messages of the campaign is that the U.S. is far more than just a collection of tourist attractions; it is a complex tapestry of cultures woven by its diverse inhabitants. The campaign seeks to spotlight personal stories and hidden gems alongside iconic destinations like the Grand Canyon, New York City, and the Great Lakes.
Recent research undertaken by Brand USA indicates a robust interest in U.S. travel, with 72% of international respondents expressing favorable views towards visiting. This campaign aspires to capitalize on this enthusiasm, showcasing a wide range of experiences—from bustling urban centers to serene national parks—thereby catering to various traveler preferences.
Through a focus on human connections, the campaign presents the U.S. as a warm and welcoming destination where visitors can create lasting memories and meaningful relationships. It’s this human element that helps the U.S. stand out in a competitive global tourism landscape.
Targeting Key International Markets
The ‘America the Beautiful’ campaign is set to launch in nine strategically selected countries based on travel intent, economic factors, and consumer sentiment. These include Argentina, Australia, Brazil, India, Ireland, Japan, Mexico, South Korea, and the United Kingdom, which represent some of the most promising markets for U.S. inbound travel.
The initiative will utilize a mix of traditional advertising, digital media, and social media engagement, enabling Brand USA to connect with a wide array of potential travelers. By customizing messages to reflect the unique preferences of each market, the campaign aims to maximize engagement and inspire long-term travel plans.
A Focus on Digital Innovation
Enhancing the travel experience further, Brand USA has launched an interactive digital hub as part of the campaign. The website, AmericaTheBeautiful.com, provides visitors with personalized travel planning resources, enabling them to explore destinations, plan itineraries, and receive tailored recommendations suited to their interests. This digital-first strategy is aimed at meeting the evolving needs of modern travelers who increasingly rely on online tools for trip planning.
A Promising Future for US Tourism
The ‘America The Beautiful‘ campaign is taking flight, illuminating a promising future for U.S. tourism. By leveraging global events and showcasing the rich diversity of experiences the country offers, Brand USA is positioning the U.S. as a must-see destination for travelers worldwide. As international tourism is expected to recover and thrive in the coming years, this campaign may very well be the catalyst that draws millions of visitors back to American shores as we approach 2026 and beyond.