Chicago, USA – As part of IPW 2025, the leading event for promoting inbound tourism to the United States, Brand USA unveiled its ambitious new international campaign: “America the Beautiful,” an initiative aiming to re-establish the U.S. as the most aspirational travel destination in the world.

During a press conference packed with media and industry leaders, Fred Dixon, President and CEO of Brand USA, stated:

“With this campaign, we’re sending a clear message: the United States is open for business and ready to welcome legitimate international travelers.”
The strategy takes a narrative-focused approach, shifting attention away from contentious government policies and towards the country’s cultural, scenic, and human strengths.

“America the Beautiful” launches as an AI-powered storytelling platform, available via AmericaTheBeautiful.com, designed to promote a fresh perspective on the U.S. rooted in nostalgia and curiosity.

At the Monday press briefing at the 360 Chicago, Dixon emphasized, “With this campaign, we’re sending a clear message: the United States is open for business and ready to welcome legitimate international travelers.” The presentation was attended by over 5,000 delegates from around the globe, including 1,800 international buyers and specialized media.

Dixon described “America the Beautiful” as “a fresh and emotionally resonant platform that captures all the richness, wonder, and warmth travelers seek in the United States. It captures our country through its most treasured asset: our people.” He continued, “From small communities with inspiring stories to world-renowned cities, from natural wonders to culturally enriching experiences, this campaign celebrates the American character: welcoming, optimistic, generous, and humble.”

The campaign goes beyond traditional marketing practices. According to Dixon, “It’s a dynamic strategy that enables the industry to pivot through challenges and connect emotionally with visitors. It’s designed to scale and adapt—whether during grand celebrations or moments of quiet inspiration. It’s America in all its versions: bold, balanced, beautiful.”

“America the Beautiful” will begin rolling out in August across selected international markets, using paid, owned, and partnered channels. Its modular structure enables tourism partners at every level to participate, showcasing destinations, key events, and varied themes.

Economic Impact

Since its launch in 2011, Brand USA has pursued a clear mission: to boost legitimate international tourism to the U.S., strengthening the economy, exports, and employment. Latest data highlights over 10 million incremental visitors, generating more than $35 billion in economic impact.

In 2024 alone, a record marketing investment resulted in 1.6 million incremental visitors, $6 billion in direct spending, and nearly $13 billion in total economic impact—supporting approximately 80,000 jobs. “Brand USA’s mission has never been more relevant,” Dixon noted.

Connectivity & Global Events

Air connectivity is on the rise, with 44 new nonstop routes from 26 countries, adding 1.6 million seats to U.S. gateways. This growth aligns with the country’s role as host of major global events over the next decade: the FIFA Club World Cup 2025, the FIFA World Cup 2026, the Los Angeles Olympic and Paralympic Games 2028, the Rugby World Cup 2031 & 2033, and the Salt Lake City Winter Olympic Games 2034.

Additionally, Brand USA has launched 50 themed itineraries on its trade website to connect event host cities with regional destinations, promoting wider and more inclusive travel.

Cultural Celebrations & Attractions

The U.S. is preparing for a series of significant historical and cultural anniversaries: the 250th Anniversary of Independence in 2026 (America 250), the centennial of Route 66, and the 100th anniversary of the Grand Ole Opry, among others.

Destinations are also evolving: from a new AI-powered digital art museum in Los Angeles to the return of giant pandas at Washington D.C. and San Diego zoos. Epic Universe, a Universal Orlando theme park, will open in 2026 with five themed lands and three new hotels—the first major Orlando park addition in 25 years.

Expanding Tourism Infrastructure

Hotel room supply is projected to near 6 million rooms by 2026, including openings such as the refurbished Waldorf Astoria in New York, The Boom Lodge in San Antonio, and Treehouse Silicon Valley. In transport, projects are underway such as Los Angeles’s new transit center with direct airport connections, along with multi-billion-dollar upgrades at airports in Chicago, New York, Washington, Houston, Tampa, Pittsburgh, and Asheville, among others.

IPW 2025: The Global Tourism Hub

This week, more than 5,000 delegates, including 1,800 international buyers and media, are attending IPW 2025 in Chicago. “This event drives an estimated $26 billion in future travel to the U.S. and is the ideal platform to introduce new destinations, lodging, and experiences,” said Geoff Freeman, President and CEO of the U.S. Travel Association.

With renewed partnerships, strategic vision, and an emotionally resonant narrative, Brand USA is charting a bold new era for U.S. tourism. Through “America the Beautiful,” the country is reaffirming its intent to be more welcoming, diverse, and inspiring than ever.