America the Beautiful: Brand USA aims to rekindle global affection

With America’s global image arguably more complicated than ever, Brand USA is hoping to reframe the conversation with its biggest global tourism push to date.

Brand USA, the destination marketing group for the United States, has launched America the Beautiful, a global tourism marketing campaign that marks a new chapter in Brand USA’s approach.

The organisation-wide platform brings every facet of the brand under a single strategic vision designed to cut through what it described as “noise” and remind travellers what they truly love about the USA.

The initiative takes a distinct shift from product to people and reminds the world that it is the people, the stories, culture and shared experiences that sets the US apart as a destination.

Timed ahead of a milestone year marked by the FIFA World Cup, America’s 250th anniversary and the Route 66 centennial, the campaign aims to accelerate growth and reignite international affection for the brand.

A new AI-powered planning hub, AmericaTheBeautiful.com, underpins the effort. Built with Mindtrip technology, it offers personalised recommendations, interactive maps and itinerary tools across eight languages, helping travellers connect iconic gateways with lesser-known regional destinations - a move Brand USA said will make trip planning more intuitive and engaging.

The campaign rolls out across connected TV, streaming, out-of-home, digital and social media in nine priority markets including Australia, South Korea, India, Japan and the United Kingdom, with targeted messaging designed to reach globally curious travellers seeking outdoor, cultural and luxury travel experiences.

Tourism remains a big driver of the US economy, contributing US$147 billion in the year to July 2025, but visitation from key markets - particularly Canada - has been in decline.

Brand USA data shows international visitors to the United States sit at 32.5 million, down 3% from last year. While Canada recorded a steep 17.7% decline, Mexico surged 12.5%, partially offsetting the overall dip.

Across the broader regions, arrivals from Asia fell 2.2% and Oceania slipped 2%, underscoring why Brand USA is intensifying efforts in these long-haul, high-value markets.

As Brand USA president and CEO Fred Dixon put it, the campaign’s goal is to invite the world to rediscover America and “see it, feel it and carry home experiences that become core memories.”

“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 maximizing international tourism opportunities to drive economic impact and job growth while inviting the world to celebrate 250 years of America the Beautiful.”