Brand USA unveils America the Beautiful marketing campaign

Brand USA has unveiled a global tourism campaign around the theme America the Beautiful, which is due to be launched in key source markets in August.

The campaign was showcased during the IPW conference in Chicago and aims to “showcase the best of the United States and drive international inbound travel in 2025 and beyond”.

The launch comes against a backdrop of uncertainty for the US travel industry, with global arrivals down in May and ongoing concerns around value and the impact of the Trump administration’s trade policies.

Brand USA chief executive Fred Dixon described America the Beautiful as a “bold and unprecedented global tourism campaign”, adding: “There’s never been a better time to explore the beauty and energy of the USA, which continues to be the world’s most aspirational long-haul travel destination.

“With this campaign, we’re sending a clear message: the USA is open for business and ready to welcome legitimate international travelers. We’re confident this effort will spark renewed interest and deepen connections with audiences around the world.”

The campaign will be supported by a dedicated digital hub, AmericaTheBeautiful.com, which incorporates artificial intelligence to create and personalise itinerary suggestions.

Brand USA said the AI partnership with Mindtrip was “a step toward a more intuitive, data-informed approach” and would allow it to “better understand what inspires global audiences to deliver tailored experiences that move them to action”.

Chief marketing officer Leah Chandler said: “We’re tapping into nostalgia and curiosity, the same feelings that have always drawn travellers to the United States.

“And it’s built to be scalable — allowing our partners to integrate, collaborate, and amplify our shared message worldwide.”