America the Beautiful Campaign and Its Role in U.S. Tourism

In October 2025, Brand USA launched the ambitious “America the Beautiful” campaign, designed to bolster international tourism and showcase the United States as a top global travel destination. By highlighting the nation’s stunning natural beauty, rich cultural landmarks, and diverse tourism offerings, the campaign seeks to attract international visitors, stimulate economic growth, and support local businesses across the country.

The timing of this campaign aligns strategically with global events in 2026, including the FIFA World Cup and the United States Semiquincentennial, offering a unique opportunity to position the U.S. as a diverse, welcoming, and sustainable travel destination. Focusing on responsible tourism, the “America the Beautiful” campaign is expected to have a long-lasting impact on the tourism industry both economically and socially.

Tourism Impact: Strengthening the U.S. Economy Through Global Travel

Increasing International Visitors

Tourism has long been a cornerstone of the U.S. economy, with international visitors contributing billions of dollars annually. In 2025, the U.S. travel and tourism industry generated $147 billion in exports, with an overall economic impact of $551 billion. The “America the Beautiful” campaign is set to further boost these figures by attracting more international visitors, generating substantial revenue for various sectors including hospitality, retail, transportation, and dining.

Job Creation Across Multiple Sectors

As international tourism increases, the “America the Beautiful” campaign is expected to lead to significant job creation within the hospitality industry. The surge in visitors necessitates more hotels, restaurants, tour guides, transportation services, and retail establishments. These new jobs will extend beyond just the hospitality sector; local businesses in arts, crafts, and food production will also benefit from the increased number of tourists. This campaign thus aims not only to support larger enterprises but also to revitalize small and medium-sized businesses across the U.S.

Strategic Timing: Capitalizing on Major Global Events

Aligning with Global Events to Maximize Impact

The timing of the “America the Beautiful” campaign has been carefully planned to coincide with two major global events in 2026 that will attract millions of international visitors to the United States:

• FIFA World Cup 2026: Hosting the FIFA World Cup alongside Mexico and Canada will draw a global audience of sports fans and tourists. This event presents a unique opportunity to promote the U.S. as a diverse and attractive destination, utilizing the global media attention to drive tourism.

• U.S. Semiquincentennial: Celebrating 250 years of independence will feature nationwide festivities and cultural exhibitions, making it an ideal time to attract tourists and garner media focus.

By capitalizing on the exposure these events provide, Brand USA aims to increase global awareness of the U.S.’s extensive tourism offerings, encouraging longer stays, repeat visits, and greater economic impact.

Cultural and Scenic Attractions: Showcasing the U.S. in All Its Glory

Highlighting the Diversity of U.S. Attractions

The “America the Beautiful” campaign emphasizes the U.S.’s vast array of natural wonders, cultural landmarks, and vibrant cities. From iconic national parks like the Grand Canyon and Yellowstone to the bustling streets of New York City and serene landscapes of the Pacific Northwest, the campaign seeks to promote the diverse experiences the country has to offer. This approach encourages international visitors to explore beyond well-known tourist hotspots, venturing into lesser-known regions and thereby benefiting smaller towns and rural areas.

Sustainable Tourism Practices: Preserving America’s Natural Beauty

As part of the “America the Beautiful” campaign, Brand USA promotes sustainable tourism practices that protect natural resources and cultural heritage. Engaging in eco-friendly activities and supporting sustainable businesses ensure that the U.S. preserves its natural beauty for future generations. The campaign emphasizes green accommodations and eco-friendly transportation methods to cater to travelers who prioritize environmental care.

Long-Term Benefits: Boosting U.S. Tourism Beyond the Campaign

Fostering Long-Term Global Connections

While the “America the Beautiful” campaign is designed for immediate attraction, its enduring benefits are expected to be substantial. By showcasing the diversity of regions and attractions, the campaign lays the groundwork for continued international interest beyond its official conclusion. As tourists experience the richness of U.S. culture and heritage, they will be likely to return for future visits, contributing to sustained growth in the tourism sector.

Financial Impact of Brand USA’s ‘America the Beautiful’ Campaign

Brand USA’s “America the Beautiful” campaign is poised to significantly enhance the U.S. economy by attracting international tourists and generating substantial revenue.

Projected Economic Contributions

• Federal Tax Revenue: The campaign is expected to generate approximately $40 billion in federal tax revenue by the end of the year.
• Total Economic Impact: Broader economic impacts across hospitality, retail, and transportation are projected to total $551 billion.

Revenue Generation by Sector

• Travel and Tourism Exports: From January to July 2025, travel and tourism exports totaled $147 billion, marking a 2% increase year-over-year.
• Job Creation: The influx of international visitors heralds the support of millions of jobs across various industries, including hospitality, transportation, and retail.

Long-Term Economic Benefits

Beyond initial financial gains, the campaign promotes sustainable practices that aid local economies and enhance the global perception of the U.S. as a premier travel destination.

A Vision for the Future of U.S. Tourism

Brand USA’s “America the Beautiful” campaign transcends a mere marketing initiative. It represents a comprehensive strategy aimed at promoting the U.S. as a leading global destination, fostering economic growth, attracting international visitors, and bolstering local economies. By showcasing the rich landscapes, vibrant culture, and sustainable practices of the United States, the campaign aims to transform global perceptions and elevate the tourism narrative well into the future.