#USA #London #Brand USA #tourism campaign #America the Beautiful

Brand USA Launches New Tourism Initiative

Brand USA, the official destination marketing organization for the U.S., has officially kicked off its latest tourism initiative, America the Beautiful, during the seventh annual Brand USA Travel Week U.K. and Europe, held in London. This new global marketing campaign is touted as the organization's most ambitious effort yet, aiming to showcase the diverse experiences and stories that the United States offers to international travelers.

A Strategic Timing

The launch is timely, coinciding with a surge in international travel, which has significantly contributed to the U.S. economy. Recent data reveals that travel and tourism exports reached $147 billion through July of this year, marking a 2% increase compared to the previous year. This financial influx is anticipated to generate about $39.6 billion in federal tax revenue and support millions of jobs, underscoring the importance of tourism as a cornerstone of the economy.

As we approach 2026, a year expected to witness landmark events including the FIFA World Cup, the 250th anniversary of the United States, and the centennial celebration of Route 66, the America the Beautiful campaign is positioned to harness this momentum and continue driving growth in the tourism sector.

The Essence of America the Beautiful

The philosophy behind America the Beautiful is to not merely highlight tourist attractions but to emphasize the human connections that make the U.S. a unique destination. As Fred Dixon, CEO of Brand USA, notes, “The campaign is designed to inspire travelers to explore the USA in fresh and exciting ways.” This focus on personal relationships, culture, and shared experiences aims to resonate deeply with a diverse audience of potential visitors.

Research indicates strong emotional responses to the America the Beautiful tagline, with 72% of participants expressing positive feedback and 67% indicating an increased desire to visit the U.S. This positive reception reaffirms the campaign's relevance and effectiveness.

Multi-Platform Approach

The campaign will be deployed through numerous channels such as connected TV, streaming services, out-of-home advertising, digital platforms, and social media in nine key markets, including Argentina, Australia, Brazil, India, Ireland, Japan, Mexico, South Korea, and the United Kingdom. The messaging will target adventurous and family-oriented travelers interested in nature, cultural immersion, and luxury experiences.

In conjunction with the campaign, Brand USA has launched a user-friendly platform, AmericaTheBeautiful.com, employing AI technology to assist travelers in planning their visits. This online hub offers personalized recommendations, interactive maps, and tools for building itineraries, making it easier for international visitors to explore iconic American destinations.

Brand USA Travel Week

The significance of Brand USA Travel Week cannot be overstated. It acts as a pivotal platform for engaging with international travel trade and media. This year's event attracted almost 900 delegates from trade, media, and tourism sectors, featuring curated business appointments and educational sessions. Notable airlines such as British Airways, American Airlines, Finnair, Aer Lingus, and Iberia presented their services, demonstrating a robust interest in promoting travel to the U.S.

Looking ahead, Brand USA Travel Week will expand to other promising markets, including India and South America, to capitalize on the growing demand for travel to the U.S.

New Developments and Attractions

As travelers anticipate upcoming adventures, new attractions, hotel openings, and experiences throughout the U.S. have been unveiled. Starting in April 2026, direct flights from London to St. Louis and from Dublin to Raleigh-Durham are set to launch, further enhancing connectivity for international visitors.

This assortment of news and developments offers compelling reasons for tourists from around the globe to explore everything the U.S. has to offer in 2026 and beyond. To learn more about the America the Beautiful initiative and plan a visit, prospective travelers can visit AmericaTheBeautiful.com.

About Brand USA

Brand USA has played a pivotal role in amplifying international inbound travel to the United States, fostering economic growth, job creation, and community prosperity. The organization has been successful in attracting millions of visitors since its inception in 2012, all while ensuring taxpayer dollars are not used for its campaigns. Through coordinated global marketing efforts, Brand USA effectively highlights the U.S. as a premier destination worldwide.