June 17, 2025 | Press Release

At IPW 2025 in Chicago, Brand USA, the United States’ official destination marketing organisation, revealed an ambitious roadmap to supercharge international travel to the country through a powerful new global tourism campaign and a dynamic calendar of global events and landmark experiences.

Launched at McCormick Place, the new campaign — America the Beautiful — will go live globally in August 2025. Described as an emotionally driven, storytelling platform, it aims to reconnect the world with the diverse landscapes, cultures, and communities that define the United States. The campaign will be supported by a new AI-powered digital hub, AmericaTheBeautiful.com, developed in collaboration with Mindtrip to personalise the traveller experience and provide tailored itineraries.

Fred Dixon, President & CEO of Brand USA, positioned the campaign as a “bold and unprecedented” move to reaffirm the USA’s standing as the world’s most aspirational long-haul travel destination. “There’s never been a better time to explore the beauty and energy of the USA,” he said. “This campaign sends a clear message: the USA is open, ready, and welcoming global visitors.”

Decade of Big Moments: Sports, Anniversaries, and Cultural Milestones
Brand USA also spotlighted the upcoming “Decade of Big Moments,” beginning with the 2025 Club World Cup and culminating in a packed pipeline of marquee events. These include:

– The 2026 FIFA World Cup, with customised itineraries for travel trade linking host cities to surrounding regions.
– America250 — a yearlong nationwide celebration of the USA’s semiquincentennial in 2026.
– Route 66 Centennial, highlighting heritage road travel across eight states.
– The 2028 Summer Olympics and Paralympics in Los Angeles and 2034 Winter Olympics in Salt Lake City.
– The Men’s and Women’s Rugby World Cups in 2031 and 2033.

Fresh Reasons to Visit
To complement this momentum, Brand USA is promoting a wave of new attractions and openings across the country. Highlights include:
– Universal’s Epic Universe in Orlando, redefining immersive entertainment.
– Mattel Adventure Park in Kansas and MegaZip in Tennessee — now the USA’s longest zipline.
– The Museum of BBQ in Kansas City and Dataland, the first museum dedicated to AI-generated art, in Los Angeles.
– The Adirondack Rail Trail in New York and Spekboom Lodge at San Antonio Zoo for nature and wildlife lovers.
– The Compton, a boutique hotel in Bentonville, Arkansas, offering walkable, small-town luxury.

Record Connectivity and Economic Impact
In 2025 alone, Brand USA-supported marketing has resulted in 1.6 million incremental international visitors, $6 billion in spending, and $13 billion in total economic impact. International connectivity is booming, with over 853,000 nonstop flights on 1,683 routes connecting 249 cities globally to 84 U.S. airports, including new routes like Paris–Orlando (Air France), Dublin–Nashville (Aer Lingus), and San Francisco–Adelaide (United).

According to Brand USA’s latest research, intent to visit the U.S. is rising across key markets like Japan, France, South Korea, Canada, and Mexico — positioning the United States as the #1 global destination choice.

As the world looks ahead to this defining decade, Brand USA is turning up the volume on what makes America a timeless and evolving destination — from epic events and cross-country road trips to local culture, nature, and innovation.

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