Reframing America’s Global Tourism Image with “America the Beautiful”
With America’s global image arguably more complicated than ever, Brand USA is embarking on a bold new journey with its most extensive global tourism campaign to date. Dubbed “America the Beautiful,” this initiative aims not only to promote travel to the United States but also to reshape the narrative surrounding the country itself.
A New Era for Brand USA
Brand USA, the official destination marketing organization for the United States, has introduced “America the Beautiful” as a comprehensive platform that encompasses all aspects of its branding. The campaign stands out as a strategic vision designed to overcome the “noise” that often surrounds perceptions of America. By consolidating its messaging, Brand USA seeks to remind travelers about the true essence of the country: its scenic landscapes, rich cultural tapestry, and the stories that bind its people together.
The People-Centric Approach
What sets this campaign apart is its distinctive pivot from focusing on products to putting people at the forefront. It emphasizes the personal experiences, cultural heritages, and individual stories that truly distinguish the USA as a travel destination. By spotlighting these elements, Brand USA aims to foster deeper connections between visitors and the places they explore, encouraging international travelers to embrace both iconic landmarks and hidden gems scattered across the country.
Perfect Timing for a Milestone Year
Timed strategically to coincide with significant events, including the FIFA World Cup, America’s 250th anniversary, and the Route 66 centennial, the campaign is poised to reignite international interest and affection for the United States. These landmark occasions provide a fertile backdrop for encouraging travelers to rediscover what America has to offer, making this year’s efforts particularly significant.
The Role of Technology
At the heart of the “America the Beautiful” initiative is an innovative, AI-powered planning hub located at AmericaTheBeautiful.com. Developed using Mindtrip technology, the platform provides personalized travel recommendations, interactive maps, and itinerary tools across eight languages. This digital resource aims to facilitate a more intuitive and engaging trip planning experience, helping potential visitors connect major U.S. gateways with lesser-known regional destinations. This blend of technology and travel aims to create memorable journeys that appeal to modern travelers.
Global Reach and Targeted Messaging
The campaign’s rollout will encompass various media channels, including connected TV, streaming, out-of-home advertising, and digital and social media. Brand USA has strategically selected nine priority markets for this campaign, including Australia, South Korea, India, Japan, and the United Kingdom. By crafting targeted messaging for globally curious travelers, the campaign aims to attract those seeking outdoor, cultural, and luxury experiences— sectors that are increasingly in demand.
Economic Impact of Tourism
Tourism plays a crucial role in the U.S. economy, generating substantial revenue—$147 billion in the year leading up to July 2025. Despite this, visitation from key international markets, particularly Canada, has seen a decline. Recent data indicates that international visitors to the U.S. stand at 32.5 million, a 3% drop from the previous year. While Mexico has seen a 12.5% increase in visitors, Canada has notably declined by 17.7%. This underscores the urgency for Brand USA to intensify its efforts in attracting long-haul, high-value travelers.
Insights from Leadership
Fred Dixon, Brand USA’s president and CEO, succinctly captures the campaign’s essence by inviting the world to “rediscover America” and engage with its experiences. He emphasizes, “With America the Beautiful, we’re delivering a fresh invitation to explore the USA in new and exciting ways.” As the nation looks ahead to landmark events in 2026 and beyond, the campaign focuses on harnessing international tourism opportunities to drive economic growth while celebrating the richness and diversity of America.
In sum, the “America the Beautiful” campaign represents a proactive approach to rejuvenate the United States’ global tourism image, emphasizing a narrative driven by human connections and cultural experiences. As it unfolds, it promises to reconnect travelers with the diverse landscapes and stories that define the American experience.