New Brand USA campaign launched in 9 top inbound markets

Trying to counter the negative perception that the United States generate in various countries, Brand USA, the destination marketing organization for the United States, launched in London America the Beautiful, a global tourism marketing campaign and platform that represents the organization’s most ambitious marketing initiative to date.

The campaign debuts during this week’s Brand USA Travel Week U.K. and Europe, which connects U.S. destinations with leading international buyers and media from 20 countries.

Today’s announcement comes as international travel continues to drive meaningful economic impact. Year-to-date through July, travel and tourism exports totaled $147 billion, up two percent year-over-year. That spending is projected to generate approximately $39.6 billion in federal tax revenue by year’s end. It supports millions of American jobs, and contribute to a total economic impact of $551 billion in 2025. The campaign is strategically timed : 2026 will be a milestone year marked by the FIFA World Cup, America’s 250th anniversary, and the Route 66 centennial.

“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,” said Fred Dixon, president and CEO of Brand USA. “With America the Beautiful, we’re delivering a fresh invitation to explore the USA in new and exciting ways. As we look ahead to 2026 and the decade of mega events on the horizon, we remain laser-focused on maximizing international tourism opportunities to drive economic impact and job growth while inviting the world to celebrate 250 years of America the Beautiful.”

“America the Beautiful”, genesis of a campaign

America the Beautiful marks a new chapter in Brand USA’s global marketing approach. This organization-wide platform brings every facet of the brand under a single, strategic vision to meet this moment. It is designed to cut through the noise and reconnect travelers with what they truly love about the United States. It shifts focus from product to people, reminding the world that what sets the U.S. apart is not just the places to visit, but the people to meet, and the stories, culture, and experiences shared along the way.

“America the Beautiful tells the story of America bigger, bolder, and more beautifully than ever before—balancing the power of place with the depth of human connection,” said Leah Chandler, chief marketing officer of Brand USA. “Every element, from powerful creative storytelling to AI-powered planning tools, is designed to inspire travelers to see America in new ways and to turn that inspiration into action. We’re not asking people to simply visit America; we’re inviting them to feel it, taste it, and carry home experiences that become core memories.”

Research across 10 global markets shows the campaign is resonating with travelers. Rigorous testing revealed strong emotional appeal and broad relevance of the America the Beautiful tagline, with 72% responding positively and 67% reporting increased desire to visit the U.S.

The campaign will roll out across connected TV, streaming, out-of-home, digital, and social media in nine priority markets (Argentina, Australia, Brazil, India, Ireland, Japan, Mexico, South Korea, United Kingdom) identified through data-driven analysis of travel intent, economic trends, and consumer sentiment.

Targeted messaging will engage confident, globally curious travelers seeking nature-driven escapes, authentic family moments, luxury experiences, and immersive arts and culture. Watch the campaign come to life through four video spots highlighting the great outdoors, family travel, and luxury travel here.

Complementing the creative rollout is AmericaTheBeautiful.com, a new AI-powered hub built with Mindtrip technology. Available in eight languages, the hub offers personalized recommendations, interactive maps, and itinerary-building tools. It makes planning easier than ever while helping travelers connect iconic gateways with regional destinations across the United States.

These elements form a comprehensive effort that unifies Brand USA’s partnership marketing programs, travel trade initiatives, and earned media efforts across the organization’s key international markets, maximizing the reach and impact of America the Beautiful.

Brand USA Travel Week event to promote the USA to professionals around the world

Meanwhile, Brand USA Travel Week has become a cornerstone of Brand USA’s international trade and media engagement strategy. This year’s event, presented by Atlantic Joint Business partner airlines (IAG, American Airlines and Finnair), welcomes nearly 900 delegates for four days of curated business appointments, leadership discussions, and educational sessions.

The European event will be followed by Brand USA Travel Week India (January 18-23, 2026) and Brand USA Travel Week South America (March 16-20, 2026).

Colm Lacy, British Airways’ Chief Commercial Officer, said: “We’re proud to be supporting this year’s Brand USA Travel Week. With more than 27 US destinations to choose from on our route network, our transatlantic flights continue to be a firm favorite with our customers. We know how much they value the country’s variety, so our partnership with Brand USA is important to us.”

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