A new global campaign to attract travellers back to the United States has just been announced by Brand USA, writes Dan Lake from Chicago.
Speaking to media at IPW in Chicago, Fred Dixon, Brand USA CEO, said the tourism industry was involved in talks with the U.S. government to navigate a vital few years for the industry.
“We are engaged in an unprecedented level of dialog with every level of government, including the White House. All of this gives us confidence that we will deliver well into the future,” said Dixon.
Brand USA, the destination marketing organisation for the U.S, will launch the new campaign, titled ‘America the Beautiful’, in August.
“With this campaign, we’re sending a clear message: the USA is open for business and ready to welcome legitimate international travellers,” added Dixon.
“We’re confident this effort will spark renewed interest and deepen connections with audiences around the world.”
The new campaign is all about emotion – inviting travellers to ‘feel’ America, not just see it.
From vibrant cities to welcoming communities, the campaign offers a fresh take on storytelling, supported by a new digital hub, AmericaTheBeautiful.com, which uses AI to personalise every traveller’s journey.
The platform lets global visitors explore the rich diversity of U.S. destinations and discover experiences that truly resonate.
It’s also designed to be flexible and collaborative, allowing tourism partners to join in and share the message.
Looking ahead, the U.S. is gearing up for an important decade of travel, with major global events, new attractions and historic anniversaries.
Highlights include the 2026 FIFA World Cup, America’s 250th birthday and new nonstop flight routes connecting cities worldwide to the U.S.
On the ground, visitors can look forward to everything from Universal’s new Epic Universe in Orlando to scenic drives along Route 66.
“We’re tapping into nostalgia and curiosity, the same feelings that have always drawn travellers to the United States,” said Leah Chandler, Chief Marketing Officer for Brand USA.
“And it’s built to be scalable – allowing our partners to integrate, collaborate, and amplify our shared message worldwide.”
