Brand USA, the destination marketing organisation for the United States, today launched America the Beautiful, a global tourism marketing campaign and platform that represents the organisation’s most ambitious marketing initiative to date. The campaign debuts during this week’s Brand USA Travel Week U.K. and Europe, now in its seventh year, which connects U.S. destinations with leading international buyers and media from 20 countries
“The United States remains the top international destination for long-haul leisure travel in the world, reflecting the enduring appeal of our varied and unique destinations and experiences,” said Fred Dixon, President and CEO, Brand USA. “With ‘America the Beautiful,’ we’re delivering a fresh invitation to explore the USA in new and exciting ways. As we look ahead to 2026 and the decade of mega events on the horizon, we remain laser-focused on maximising international tourism opportunities to drive economic impact and job growth while inviting the world to celebrate 250 years of America the Beautiful.”
“‘America the Beautiful’ tells the story of America bigger, bolder, and more beautifully than ever before—balancing the power of place with the depth of human connection,” said Leah Chandler, Chief Marketing Officer, Brand USA. “Every element, from powerful creative storytelling to AI-powered planning tools, is designed to inspire travellers to see America in new ways and to turn that inspiration into action. We’re not asking people to simply visit America; we’re inviting them to feel it, taste it, and carry home experiences that become core memories.”
“The success of Brand USA Travel Week U.K. and Europe has set a strong foundation for global expansion. We’re excited to bring this high-impact platform to new regions and strengthen relationships with travel trade and media partners worldwide,” said Dixon.
Brand USA Travel Week India (January 18-23, 2026) and Brand USA Travel Week South America (March 16-20, 2026) will be key events in markets with strong potential for inbound travel growth.