As the busy fall season approaches, Brand USA, the organization responsible for promoting international tourism to the United States, shared an update on its latest activities and outlined upcoming initiatives.

Fred Dixon, President and CEO of Brand USA, stated that the organization has strengthened its strategic alignment and budgeting to remain focused and effective in the evolving international travel landscape. “With a more intentional focus, we are deepening engagement in our priority initiatives,” Dixon said.

Among the upcoming highlights is the launch of the “America the Beautiful” platform at Brand USA Travel Week UK & Europe in London next month. More than a campaign, this initiative aims to elevate the U.S. story globally, inspire travel, and showcase the variety of experiences that make the country unique.

Looking ahead, Brand USA also anticipates key milestones in 2026, including the 250th anniversary of the United States, the FIFA World Cup, and the centennial of Route 66, which Dixon says will provide extraordinary opportunities to “capture the imagination of the world” and highlight the country’s tourist attractions.

Dixon concluded by expressing gratitude to partners, suppliers, the global travel industry, and international media for their indispensable support in promoting tourism to the United States: “None of this would be possible without you,” he affirmed.

Brand USA is broadening the reach of its flagship event, Travel Week, beyond Europe to high-potential regions. Building on the success of the U.K. & Europe edition in London (October 20–23, 2025), the program will launch in India (January 18–23, 2026) and South America (March 16–20, 2026). These new events will unite travel trade, media, and leadership stakeholders from fast-growing markets to strengthen the USA’s position as a leading long-haul destination.

The Great USA Road Trip continues to inspire global travelers with hands-on, road-trip themed activations. In partnership with United Airlines, Brand USA has taken this multi-continent roadshow to Europe, Australia, and most recently South Korea, showcasing the U.S. as the world’s premier road trip destination and highlighting its diverse landscapes on AmericaTheBeautiful.com.

Destination Immersion trips remain a cornerstone of Brand USA’s strategy to build authentic connections. The 2025 program launched with a Latin America immersion and the 10th annual U.K. & Ireland immersion, with upcoming itineraries for agents from Germany, Switzerland, and Austria culminating in a finale event in Chicago. These trips give top-selling travel agents first-hand exposure to U.S. destinations and attractions.

Brand USA is also deepening engagement in Canada through strategic partnerships and high-profile events. Following its Canada Connect programs earlier this year, Brand USA leveraged the Toronto International Film Festival’s 50th anniversary to connect directly with Canadian travel industry partners and media, reinforcing the USA’s appeal to one of its strongest inbound markets.