The campaign debuted during this week’s Brand USA Travel Week U.K. and Europe, now in its seventh year, which connects U.S. destinations with leading international buyers and media from 20 countries.
The announcement comes as international travel continues to drive meaningful economic impact.
Year-to-date through July, travel and tourism exports totalled $147 billion, up two per cent year-over-year.
That spending is projected to generate approximately $39.6 billion in federal tax revenue by year’s end, support millions of American jobs and contribute to a total economic impact of $551 billion in 2025.
The campaign is strategically timed to build on that momentum and accelerate growth ahead of 2026, 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 maximising international tourism opportunities to drive economic impact and job growth while inviting the world to celebrate 250 years of America the Beautiful.”
The new campaign 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 unique 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 travellers 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.”
The campaign will roll out across connected TV, streaming, out-of-home, digital and social media in nine priority markets, including Australia.
