Brand USA is launching a new tourism campaign called “America the Beautiful” this August to attract more international visitors amid a drop in inbound travel.
Fred Dixon, CEO of Brand USA, announced the campaign at the U.S. Travel Association’s annual IPW event. He said, “We’re sending a clear message: the USA is open for business and ready to welcome legitimate international travelers. We’re confident this effort will spark renewed interest and deepen connections with audiences worldwide.”
The campaign comes ahead of a busy decade of major U.S. events, including America’s 250th anniversary, the 2026 World Cup, the Route 66 Centennial, and the Olympic Games in 2028 and 2034. It will launch globally in August and will be supported by a new digital platform, AmericaTheBeautiful.com, which went live today.
Using artificial intelligence in partnership with Mindtrip, the campaign helps visitors plan their trips more easily and allows Brand USA to better understand what inspires travelers around the world.
Dixon added, “Some travelers are undecided about where to go next. We are using data and other tools to reach people who are thinking about traveling internationally and encouraging them to choose the U.S. That is exactly what this campaign aims to do.”
