Ahead of 2026 which will mark America’s 250th anniversary, the Route 66 centennial, and FIFA World Cup, Brand USA has launched the “America the Beautiful” global tourism campaign.
America the Beautiful marks a new chapter in Brand USA’s global marketing approach. In addition to amplifying 2026’s mega events, this mega destination marketing campaign by Brand USA will also highlight new attractions, unique hotel openings, and destination experiences.
All information will be readily accessible on the AI-powered hub, AmericaTheBeautiful.com. Available in eight languages, the app will allow for easier travel planning, including personalised recommendations, interactive maps, and itinerary-building tools across the US' iconic getaways.
“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,” said Leah Chandler, chief marketing officer of Brand USA.
Year-to-date through July, travel and tourism exports totalled US$147 billion, up two percent year-over-year. That spending is projected to contribute to a total economic impact of US$551 billion in 2025.
"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 of Brand USA.
The campaign will roll out across nine priority markets, Argentina, Australia, Brazil, India, Ireland, Japan, Mexico, South Korea, and the UK via TV, streaming, out-of-home, digital, and social media. These messaging target global travellers seeking nature-driven escapes, family moments, luxury experiences, and immersive arts and culture.