CHICAGO — In a strategic move to boost U.S. inbound tourism, Brand USA is set to launch a new promotional campaign called “America the Beautiful” this August. The initiative comes at a critical time as the country seeks to revitalize international travel following recent downturns in visitation.
Fred Dixon, the CEO of Brand USA, announced the campaign during the U.S. Travel Association’s annual IPW event, emphasizing the message that the United States is “open for business” and eager to welcome legitimate international travelers. “We’re confident this effort will spark renewed interest and deepen connections with audiences around the world,” Dixon stated.
This campaign is particularly timely, coinciding with significant upcoming U.S. events, including America’s 250th anniversary, the 2026 World Cup, and the Olympic Games scheduled for 2028 and 2034. Launching in August, the campaign will be backed by a dedicated digital hub, AmericaTheBeautiful.com, which has just been unveiled. Utilizing AI technology in collaboration with Mindtrip, the platform will assist visitors in planning their trips while enabling Brand USA to gain insights on what inspires global audiences.
According to Dixon, “In this environment, many travelers are still undecided about their travel plans. We are utilizing various data and measurement tools to engage those who are interested in international travel and encourage them to choose the U.S.” The campaign aims to appeal to travelers who need a nudge to finalize their travel decisions.
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Dixon highlighted the essence of the campaign, which focuses on the emotional connections between travelers and their unique experiences in the U.S. It aims to celebrate the diverse people, places, and memories that make the United States an unparalleled travel destination.
The campaign launches alongside new data from the National Travel & Tourism Office (NTTO), which reported an 8% increase in overseas visitors for April, followed by a 2.8% decline in May compared to the same months in 2024. Year-to-date international visitation has seen a slight decrease of 0.8%. Despite this, Dixon noted that the numbers show progress over a significant drop of 11.6% in March, partially influenced by the timing of Easter.
A Warming Trend from Canada and Mexico
Dixon pointed out a positive trend in visitor sentiment, revealing an increase in the likelihood to visit the U.S. from Mexico and Canada. Mexico’s intention to travel increased by seven points, while Canada’s rose by three points. “This indicates movement in the right direction,” he said. Notably, the data suggests that the intention to travel to the U.S. from Mexico is at its highest level since January, and Canada has seen growth for the second consecutive month after a period of decline. Other key markets, including Japan, France, and South Korea, have also shown month-over-month growth in travel intent.
Dixon attributes this renewed interest to travelers’ optimism about the summer and fall seasons, suggesting that attitudes towards U.S. travel are stabilizing and improving in key markets. “The U.S. remains the world’s most aspirational long-haul travel destination,” he asserted.
To further enhance international travel, Brand USA is collaborating with the U.S. Department of Transportation on promoting “The Great American Road Trip,” which features 250 points of interest across the country. Additionally, they have solidified a partnership with the America250 Commission to celebrate the nation’s upcoming milestone anniversary.
For more information about the campaign and to plan your next journey, visit AmericaTheBeautiful.com.
