Brand USA has unveiled ‘America the Beautiful,’ a global tourism campaign at Travel Week UK & Europe 2025 to bolster tourism’s impact on the US economy. It comes as the US prepares for historic 2026 events, including the FIFA World Cup, America’s 250th anniversary, and the Route 66 centennial.
The campaign will roll out across connected TV, streaming, out-of-home, digital, and social media in nine markets (Argentina, Australia, Brazil, India, Ireland, Japan, Mexico, South Korea, United Kingdom).
Complementing the creative rollout is a new AI-powered hub built with Mindtrip technology. Available in eight languages, the hub offers personalised recommendations, interactive maps, and itinerary-building tools, making planning easier while helping travellers connect gateways with regional destinations across the United States.
Messaging aims to engage with globally curious travellers seeking nature-driven escapes, family moments, luxury experiences, and immersive arts and culture.
Year-to-date through July, travel and tourism exports totaled $147 billion, up two percent year-over-year. That spending is projected to generate approximately $39.6 billion in federal tax revenue by year’s end, support millions of American jobs, and contribute to a total economic impact of $551 billion in 2025.
The campaign is timed to build on that momentum and accelerate growth ahead of 2026.
“The United States remains the top international destination for long-haul leisure travel in the world, reflecting the enduring appeal of our varied and unique destinations and experiences,” Fred Dixon, president and CEO of Brand USA said.
“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,” Dixon added.
America the Beautiful marks a new chapter in Brand USA’s global marketing approach. This organisation-wide platform brings every facet of the brand under a single vision to meet the moment. It shifts focus from product to people, reminding the world that what sets the US apart is not just the places to visit, but the people to meet, and the stories, culture, and unique experiences shared along the way.
“America the Beautiful tells the story of America bigger, bolder, and more beautifully than ever before, balancing the power of place with the depth of human connection. Every element, from powerful creative storytelling to AI-powered planning tools, is designed to inspire travellers to see America in new ways and to turn that inspiration into action. We’re not asking people to simply visit America; we’re inviting them to feel it, taste it, and carry home experiences that become core memories,” Leah Chandler, chief marketing officer of Brand USA, said.
Research across 10 global markets shows the campaign is resonating with travellers. Testing revealed a strong emotional appeal and broad relevance of the America the Beautiful tagline, with 72 per cent responding positively and 67 per cent reporting increased desire to visit the USA.
This year’s event, presented by Atlantic Joint Business partner airlines (British Airways, American Airlines, Finnair, Aer Lingus, Iberia, Level), welcomes nearly 900 delegates across trade, media, suppliers, and destinations for four days of curated business appointments, leadership discussions, and educational sessions.
“The success of Brand USA Travel Week U.K. and Europe has set a strong foundation for global expansion. We’re excited to bring this high-impact platform to new regions and strengthen relationships with travel trade and media partners worldwide,” Dixon said.
“We’re proud to be supporting this year’s Brand USA Travel Week alongside our Atlantic Joint Business partners. With more than 27 US destinations to choose from on our route network, our transatlantic flights continue to be a firm favourite with our customers. We know how much they value the country’s variety, so our partnership with Brand USA is important to us in spreading the word about what the US has to offer – from world-class cities to spectacular natural scenery,” Colm Lacy, British Airways’ chief commercial officer, said.
Additional Brand USA Travel Week UK & Europe 2025 sponsors include Adara, Expedia Group, Atlas Obscura, Miles Partnership, Warner Bros. Discovery, MMGY Global, Broadway Inbound, and Tourism Cares.
Beginning in April 2026, British Airways will launch service from London to St. Louis, while Aer Lingus introduces flights from Dublin to Raleigh-Durham. In the Pacific Northwest, both Alaska Airlines and Delta Air Lines are adding new nonstop service from Rome to Seattle beginning in May. United Airlines will also expand service to Newark with new flights from Bari, Glasgow, and Santiago de Compostela, each beginning in May.
