That was the message from Fred Dixon, President and CEO of Brand USA, in a written message to colleagues, stakeholders and trade media entitled “Momentum, Connection and What’s Next”.
“The past year presented challenges at times, but we’ve emerged stronger and more resilient than ever,” wrote Mr Dixon.
“This is a direct result of the dedication of our industry partners, the global travel trade, the media and the countless stakeholders who value our mission.”
Mr Dixon said 2026 would be a year defined by global moments such as the World Cup, America’s 250th anniversary and the Route 66 Centennial.
“We see an extraordinary opportunity to drive interest in travel to every state and territory,” he added.
“While the 11 World Cup host cities serve as anchors for increased visitation, our goal is to ensure the entire USA benefits from this unprecedented global spotlight.
“Through destination immersions, sales missions, creative storytelling, media engagement and our America the Beautiful marketing and digital programs, we will continue using all of our resources to convert global interest into urgency and visitation.”
Mr Dixon revealed that spending by international visitors reached $US188 billion in the period January – September 2025. This translates to $US689 million per day and a projected $US39.6 billion in federal tax revenue by years-end.
International visitors now spend $US3,716 per trip on average, a 6% increase year-over-year, which makes for a total economic impact of $US551 billion to the American economy.
“We will continue educating lawmakers on the value that Brand USA delivers and the meaningful economic impact our work generates in communities large and small.
“We are working hand-in-hand with our destination and corporate partners to make sure they are well positioned to capitalise on what is truly a once-in-a-generation moment.”
https://americathebeautiful.com/
