Brand USA, America the Beautiful – Tourism Campaign launched at Travel Week U.K. & Europe 2025 to Bolster International Tourism’s Impact on U.S. Economy
The announcement comes as international travel continues to deliver strong economic returns. Through July, U.S. travel and tourism exports reached USD 147 billion. This reflects a two percent year-on-year increase. By year-end, spending is expected to generate USD 39.6 billion in federal tax revenue. It will also support millions of U.S. jobs. Total economic impact is projected at USD 551 billion for 2025.
Brand USA launched America the Beautiful on October 20, 2025. The initiative is its most ambitious global marketing campaign to date. The launch took place during Brand USA Travel Week U.K. and Europe. Now in its seventh year, the event links U.S. destinations with international buyers and media. Delegates attended from 20 countries.
The campaign is timed to build on this momentum. It also looks ahead to 2026. That year will feature the FIFA World Cup, America’s 250th anniversary, and the Route 66 centennial.
“The U.S. remains the world’s leading long-haul leisure destination,” said Fred Dixon, President and CEO of Brand USA. He pointed to the country’s diversity of destinations and experiences. Dixon said America the Beautiful offers a new invitation to explore the U.S. He added that the focus remains on driving economic impact and job creation.
America the Beautiful
America the Beautiful marks a strategic shift for Brand USA. It unifies the organisation’s marketing under one global platform. The aim is to cut through media clutter. The campaign reconnects travellers with the emotional appeal of the United States.
The approach shifts focus from products to people. It highlights culture, stories, and shared experiences. Brand USA says these human connections set the U.S. apart. “America the Beautiful tells a bolder story of the country,” said Leah Chandler, Chief Marketing Officer of Brand USA. She said the campaign balances destination imagery with human connection. Creative storytelling and AI tools are central to the strategy. The goal is to turn inspiration into travel decisions.
Research across 10 international markets shows early success. Testing found a 72 percent positive response to the tagline. In addition, 67 percent reported stronger intent to visit the U.S. The campaign will roll out across connected TV, streaming, digital, social, and out-of-home channels. Activity will focus on nine priority markets. These include Argentina, Australia, Brazil, India, Ireland, Japan, Mexico, South Korea, and the U.K. Market selection was based on travel intent and economic data.
Messaging targets globally minded travellers. Key segments include nature seekers, families, luxury travellers, and culture-led visitors. Four video spots support the rollout. They highlight outdoor travel, family experiences, and premium offerings. The campaign is supported by AmericaTheBeautiful.com. The platform uses Mindtrip AI technology. It is available in eight languages. Features include personalised recommendations and itinerary planning tools. The site also promotes travel beyond gateway cities into regional destinations. Together, the campaign and platform align Brand USA’s trade, marketing, and media activity. The goal is to maximise reach across priority international markets.
Brand USA Travel Week
Brand USA Travel Week remains central to international engagement. The 2025 U.K. and Europe edition welcomed nearly 900 delegates. Attendees included trade buyers, media, destinations, and suppliers. The event is presented by Atlantic Joint Business partner airlines. These include British Airways, American Airlines, Finnair, Aer Lingus, Iberia, and LEVEL. Programming spans four days. It includes business appointments, leadership sessions, and education forums.
Dixon said the event’s success supports global expansion. Brand USA Travel Week India will take place from January 18–23, 2026. Brand USA Travel Week South America follows from March 16–20, 2026.
Colm Lacy, Chief Commercial Officer of British Airways, confirmed continued airline support. He said the carrier serves more than 27 U.S. destinations. Lacy added that customers value destination variety. He highlighted the importance of the Brand USA partnership.
Additional sponsors include Adara, Expedia Group, Atlas Obscura, Miles Partnership, Warner Bros. Discovery, MMGY Global, Broadway Inbound, and Tourism Cares.
What’s New in the USA
Brand USA has also released its latest “What’s New in the USA” update. The report highlights new attractions and hotel openings. It also features emerging destination experiences.
Air access will expand further in 2026. British Airways will launch London–St. Louis flights in April. Aer Lingus will add Dublin–Raleigh-Durham service. Alaska Airlines and Delta Air Lines will introduce Rome–Seattle routes in May. United Airlines will add new Newark services from Bari, Glasgow, and Santiago de Compostela.
These developments strengthen international access. They support inbound growth in 2026 and beyond.
More information is available at https://www.thebrandusa.com
Trip planning resources can be found at https://www.americathebeautiful.com
