At a recent press conference in Chicago, Brand USA unveiled a groundbreaking global tourism campaign dubbed **“America the Beautiful.”** This initiative aims to prominently signal that the United States is not only prepared to welcome international travelers but is also eager to share the diverse experiences the country has to offer. Fred Dixon, President and CEO of Brand USA, emphasized the campaign’s vision, stating, “This is a **bold and unprecedented** campaign aimed at reigniting interest in U.S. travel” while looking ahead to 2026 and beyond.
Dixon articulated the essence of America as “the world’s most aspirational long-haul travel destination,” assuring that now is the ideal time to explore its allure. The campaign’s primary objective is to rekindle connections with global audiences, showcasing the warmth, diversity, and vibrant landscapes that define the U.S.
A true bird’s eye view from 360 Chicago at IPW 2025
To support this endeavor, **AmericaTheBeautiful.com** has officially launched as a dedicated digital hub designed to provide an intuitive and data-driven approach to understanding global traveler interests. Dixon remarked, “Visitors come to do more than see America; they come to **feel it** and connect with our culture.” This new platform strives to share compelling narratives and invites travelers to immerse themselves in American experiences.
Leah Chandler, Chief Marketing Officer for Brand USA, added that the campaign aims to present a fresh perspective on the United States, tapping into universal feelings of nostalgia and curiosity. “We’re built to be scalable, allowing our partners to integrate, collaborate, and amplify our shared message worldwide,” she remarked, highlighting the focus on collaboration in outreach efforts.
Additionally, Brand USA has partnered with the **U.S. Department of Transportation** to promote **The Great American Road Trip**, which features 250 points of interest across the nation, further enhancing the adventure for international travelers.
Past marketing efforts have proven successful, as Dixon shared that in the fiscal year 2024, Brand USA’s initiatives resulted in **1.6 million incremental international visitors** and nearly **$6 billion** in additional visitor spending. According to Brand USA’s latest Omnibus Study, the U.S. continues to hold the title as the **#1 destination** that travelers worldwide plan to visit in the upcoming year.
IPW 2025 Overview
This significant announcement comes during IPW 2025, where over **5,000 delegates**—including nearly 1,800 international and domestic buyers and media—gathered in Chicago. Geoff Freeman, President and CEO of the U.S. Travel Association, noted the event’s purpose is to generate an estimated **$26 billion** in future travel to the U.S., introducing buyers to new destinations and attractions.
The opening event, hosted at the **Field Museum**, transformed the space into “**Chicago’s House Party 2.0**,” celebrating the city’s culture with live performances, local cuisine, and a silent disco. Attendees are set for more exciting activities throughout the week, including **Monday’s Magnificent Mile, Tuesday’s Explore Chicago**, and a closing event at **Navy Pier** on Wednesday.
At Discover America Canada’s annual IPW cocktail reception, held this year at 360 Chicago.
Brand USA’s initiatives resonate strongly with the current trends among international travelers, blending modern technology with a rich storytelling approach. Such endeavors not only enhance the enticing narrative of the U.S. but also ensure a tailored experience that invites global citizens to explore, connect, and revel in the myriad wonders that America holds.
For those eager to plan their next adventure, visit the official website at AmericaTheBeautiful.com for detailed insights and personalized travel experiences. Discover the vibrant tapestry of cultures, landscapes, and stories that make the United States a prime travel destination.
