As the global travel industry enters a pivotal year, Fred Dixon, President and CEO of Brand USA, shared a forward-looking message highlighting the momentum built across the sector, the strategic priorities ahead, and the central role tourism continues to play in the U.S. economy.

“As we begin a new year, I wanted to pause not only to reflect on what we’ve accomplished together, but also to share what excites me most about the months ahead,” Dixon said, underlining a renewed commitment to international inbound travel.

Momentum built together

Dixon acknowledged that the past year presented challenges, but emphasized that Brand USA and its partners emerged stronger and more resilient. “This is a direct result of the dedication of our industry partners, global travel trade, media and stakeholders who value our mission,” he stated.

Looking toward 2026 and beyond, Brand USA will continue to develop flexible, innovative and data-driven campaigns, adjusting in real time to market dynamics while capitalizing on emerging opportunities.

Activating globally, amplifying the United States

The year 2026 is shaping up to be a defining moment for U.S. tourism, driven by major global events such as the FIFA World Cup, the 250th anniversary of the United States and the Centennial of Route 66.

“These moments represent an extraordinary opportunity to drive travel interest across all U.S. states and territories,” Dixon noted. While the 11 World Cup host cities will act as key anchors, Brand USA’s goal is to ensure nationwide benefits from unprecedented global exposure.

Brand USA will kick off the year with its first Brand USA Travel Week India in Bangalore, bringing together nearly 200 delegates for trade, public relations and executive engagement. This follows record attendance at Brand USA Travel Week UK & Europe in London, where the organization launched its new global campaign, America the Beautiful, now active in nine key markets.

“The campaign has been exceptionally well received and marks a major milestone in showcasing the breadth, vitality and appeal of the United States,” Dixon said. Travel Weeks will expand further in 2026, including Brazil in March and a return to Europe in Amsterdam later this year.

Economic impact and domestic value

Dixon highlighted strong economic indicators underscoring tourism’s importance to the U.S. economy. Between January and September 2025, international visitors spent USD 188 billion in the United States—equivalent to USD 689 million per day—with projected federal tax revenues of USD 39.6 billion by year-end.

International travelers are currently spending an average of USD 3,716 per trip, a 6% year-over-year increase, generating a total economic impact of USD 551 billion and supporting millions of American jobs.

“These numbers encourage us to think differently about how we drive even greater visitor spending,” Dixon said, adding that new initiatives will roll out throughout the year.

Progress on funding

Dixon also addressed ongoing efforts to restore Brand USA’s funding following last year’s federal budget legislation. New bipartisan legislation has been introduced in both the House and Senate to reinstate matching funds to prior levels.

“We are seeing strong support on Capitol Hill,” Dixon said, pointing to a positive hearing before the House Energy and Commerce Committee. “We will continue demonstrating the value Brand USA delivers to communities large and small across the country.”

Looking ahead

“I am optimistic about what lies ahead,” Dixon concluded. “We are working hand in hand with our destination and corporate partners to ensure they are well positioned to seize a once-in-a-generation moment for U.S. travel.”