Brand USA, the official destination marketing organization for the United States, has made a bold new move in promoting American tourism with its latest global marketing campaign, America the Beautiful. This initiative, touted as the organization’s most ambitious to date, is set to reshape the perception of the U.S. as a premier travel destination.
### Launching the Campaign
The rollout of this campaign coincides with the ongoing Brand USA Travel Week UK and Europe, now in its seventh iteration. This annual event aims to link U.S. destinations with influential international buyers and media representatives from 20 different countries, creating a dynamic network for promoting American tourism.
For a deeper insight into the events and happenings during this year’s Brand USA Travel Week, you can check out Shane Cullen’s detailed report for ITTN.
### Economic Impact of Travel
The announcement comes on the heels of positive trends in international travel, which continues to significantly bolster the American economy. As of July 2025, the travel and tourism sector has generated $147 billion in exports, an increase of 2% from the previous year. This spending is projected to yield around $39.6 billion in federal tax revenue by year’s end and support millions of jobs across the nation, contributing to an estimated total economic impact of $551 billion in 2025.
### Strategic Timing
The campaign’s timing is particularly strategic, as it seeks to harness this momentum and accelerate growth in the lead-up to 2026. This milestone year is expected to be marked by significant events, including the FIFA World Cup, America’s 250th anniversary, and the centennial of Route 66—one of the country’s most iconic highways.
### Insights from Leadership
Fred Dixon, the president and CEO of Brand USA, expressed the importance of the campaign: “The United States remains the top international destination for long-haul leisure travel in the world, reflecting the enduring appeal of our varied and unique destinations and experiences.” Dixon emphasizes that “America the Beautiful” serves as a fresh invitation to explore the USA in new and exciting ways.
### Focus on Future Opportunities
With a keen eye toward the decade of mega-events on the horizon, Brand USA is dedicated to maximizing international tourism opportunities. The goal is not only to further drive economic impact and job growth but also to invite travelers from around the globe to join in the celebration of 250 years of American beauty and diversity.
In essence, through the America the Beautiful campaign, Brand USA is presenting an authentic and heartwarming invitation to explore the diverse landscapes, rich culture, and vibrant experiences that America has to offer. This initiative underscores the organization’s commitment to promoting the United States as a premier global travel destination while emphasizing the tremendous economic benefits that come with it.