"America the Beautiful" is the latest worldwide tourism campaign that Brand USA has launched in a significant effort to boost inbound travel to the US. During the organization's press announcement at the IPW 2025 trade event in Chicago, the idea was formally revealed.
The campaign is built around inviting global audiences to deepen their connection with the U.S.—not simply as a destination to see, but a place to experience. It highlights the country’s cultural diversity, landscapes beyond the typical hotspots, and the warmth of the people, positioning itself as a fresh storytelling-platform for international visitors.
A dedicated digital hub, AmericaTheBeautiful.com, has been developed to support the campaign. The online platform will harness artificial-intelligence tools to personalise travel inspiration and make it easier for travellers to discover tailored U.S. experiences aligned with their interests.
The timing of the launch is strategic: Brand USA is positioning the U.S. for a landmark decade of travel, leveraging upcoming major global events—such as the FIFA World Cup 2026, the Los Angeles 2028 Summer Olympics, and the America 250 semiquincentennial celebration of U.S. independence. The intention is to capture heightened global interest in travel by offering new experiences, themed itineraries, and deeper engagement with American destinations.
With the “America the Beautiful” campaign, Brand USA aims to send a clear message: the United States is open for business, ready to welcome international travellers, and offering more than ever before in terms of variety, authenticity and memorable experiences.
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