Brand USA, the nation’s official destination marketing organization, launched its bold new global tourism campaign, “America the Beautiful,” during its annual press conference at IPW 2025 in Chicago. The campaign is designed to reignite international interest in U.S. travel and highlight the country’s rich diversity, landscapes, and culture.

Launching in August, America the Beautiful is a flexible and emotionally driven platform that invites global audiences to reconnect with the U.S. It will be supported by a dedicated digital hub, AmericaTheBeautiful.com, which leverages artificial intelligence in partnership with Mindtrip to personalize traveler experiences and deliver targeted, data-informed content.

“With this campaign, we’re sending a clear message: the USA is open for business and ready to welcome the world,” said Fred Dixon, President and CEO of Brand USA. “It’s a new way to tell America’s stories and inspire deeper connections with our destinations and communities.”

Decade of Major Global Events

Brand USA emphasized that the coming years will be a defining decade for tourism to the U.S., with several high-profile events on the horizon: America250 (2026), marking 250 years of American independence, FIFA World Cup 2026, hosted across U.S. cities, Route 66 Centennial (2026), Los Angeles 2028 Summer Olympic & Paralympic Games, Salt Lake City 2034 Winter Olympics, Rugby World Cups in 2031 and 2033.

To support travel trade and international travelers, Brand USA is developing customized itineraries linking major event cities with surrounding destinations.

New Attractions and Travel Experiences

The U.S. is also unveiling new tourism offerings across the country, including: Universal Epic Universe (Orlando), Dataland, the first AI art museum (Los Angeles), MegaZip, America’s longest zipline (Tennessee), Museum of BBQ (Kansas City), The Compton, a boutique hotel in Bentonville, AR, Adirondack Rail Trail (New York), Spekboom Lodge at the San Antonio Zoo.

These additions aim to enrich both urban and rural travel experiences and highlight the evolving face of U.S. tourism.

Positive Outlook for International Travel

In FY2024, Brand USA’s marketing efforts brought 1.6 million incremental international visitors, generated nearly $6 billion in additional spending, and supported close to 80,000 jobs. According to its latest study, the U.S. remains the #1 desired destination among global travelers.

Air connectivity continues to expand in 2025, with over 850,000 nonstop flights from 249 cities worldwide to 84 U.S. airports. Notable new routes include Paris-Orlando (Air France), Dublin-Nashville (Aer Lingus), and San Francisco-Adelaide (United).

Vietnam Airlines operates direct flights from Ho Chi Minh City to San Francisco four times a week, and partners with U.S. carriers such as Delta Airlines and American Airlines to offer convenient connections to destinations across the United States.