Brand USA has unveiled a new tourism campaign titled ‘America the Beautiful’ which places a strong emphasis on human-to-human connections, and the USA’s unique experiences. To be rolled in August 2025 across key international markets, Fred Dixon, President and CEO of Brand USA, offered the first glimpses of the campaign at IPW 2025 in Chicago today.
Referring to the new campaign as a “rallying cry for our industry”, Dixon said the campaign centres around “more meaningful connections, in-depth immersion and unrivaled experiences” for visitors.
“America the Beautiful is a fresh and emotionally resonant platform that reflects all the richness, the wonder and the warmth travellers seek in the United States, capturing our country through the lens of its most enduring treasure, our people,” Dixon said.“From small town stories to world renowned cities, awe-inspiring natural wonders, to enriching cultural experiences. This approach celebrates the American spirit – welcome, optimistic, generous and humble.”
“With this campaign, we’re sending a clear message: the USA is open for business and ready to welcome legitimate international travellers,” Dixon said.
Just shy of his 12-month anniversary with Brand USA, Dixon said this new “dynamic strategy” can flex, is designed for partner collaboration and has the capacity to connect with people from around the world, “both emotionally and personally”.“With the eyes of the world turning to the United States, we are outling our approach to leverage an unprecedented lineup of marquee global moments.
“America the Beautiful will be the connective tissue we use to create urgency and to drive demand to visit.”
The campaign includes a digital hub, AmericaTheBeautifil.com which allows users to engage with travel experiences in real time, delivering curated trip ideas and customisable itineraries based on their interests and the content they’re exploring.”
“Today marks the start of an exciting journey for the United States travel industry and visitors worldwide,” Dixon said.
“What we’ve shared is a rallying cry for our industry, a bold invitation for travellers to rediscover what makes the United States unforgettable, our people, our places and the stories that connect them.”
“America the Beautiful is our way to showcase the richness, the diversity or our destinations, and to meet this moment with unity, creativity and passion. With an unprecedented lineup of global events and new attractions and authentic experiences across the country, the next few years will be unlike anything else we’ve seen before.”
Lead image: Fred Dixon, President and CEO, Brand USA at IPW 2025 in Chicago | Image: LATTE.
