BRAND USA ANNOUNCES BOLD AGENDA TO DRIVE INTERNATIONAL VISITATION AT IPW 2025
Brand USA, the United States' destination marketing organization and premier sponsor of U.S. Travel Association's IPW, held its annual press conference today at McCormick Place in Chicago, Illinois, outlining a bold vision for the future of international travel to the United States. The organization introduced a new global tourism campaign, America the Beautiful, designed to showcase the best of the United States and drive international inbound travel in 2025 and beyond.
“As we set our sights on 2026 and beyond, we're proud
to announce America
the Beautiful — a
bold and unprecedented global tourism campaign,” said Fred Dixon, president and
CEO of Brand USA. “There's never been a better time to explore the beauty and
energy of the USA, which continues to be the world's most aspirational
long-haul travel destination. With this campaign, 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 around the world.”
“Visitors come to do more than see America. They come
to feel it, to connect with our people, explore our landscapes, and experience
our stories. America
the Beautiful gives
us a new way to tell those stories and invite the world to be part of them,”
said Dixon.
The campaign will be supported by a dedicated digital
hub, AmericaTheBeautiful.com, launching
today, which leverages artificial intelligence in partnership with Mindtrip to
personalize and enhance the traveler journey. This is a step toward a more
intuitive, data-informed approach, allowing Brand USA to better understand what
inspires global audiences to deliver tailored experiences that move them to
action.
In addition, Brand USA has partnered with the U.S.
Department of Transportation to promote The Great
American Road Trip to international travelers, featuring 250 points
of interest across the country.
In Fiscal Year 2024, Brand USA's marketing efforts generated
1.6 million incremental international visitors, nearly $6 billion in additional
visitor spending, and supported close to 80,000 American jobs. These efforts
produced $1.7 billion in federal, state, and local tax revenue, contributing to
nearly $13 billion in total economic impact across the country.
According to Brand USA's most recent Omnibus Study,
the USA remains the #1 overall destination travelers are most likely to visit
globally in the next year among the markets surveyed. International travel
intent has increased month-over-month in several key markets, including Japan,
France, South Korea, and Canada. Notably, Mexico reached its highest intent
level since January, while Canada improved for the second month in a row,
reversing a sustained period of decline.
In 2025, international air connectivity to the United
States continues to expand, with more than 853,000 nonstop flights across 1,683
routes connecting 249 cities in 262 airports around the world to 84 U.S.
airports in 74 cities. Some notable new routes include Air France's
Orlando–Paris, Aer Lingus' Nashville–Dublin, and United's San
Francisco–Adelaide. This year alone, 44 new nonstop routes from 26 countries
are launching, contributing over 1.6 million additional seats into U.S.
gateways.
The momentum begins to build this month with the Club
World Cup, followed by the Ryder Cup in New York, Super Bowl LX in California,
and the World Cup in summer 2026. To support planning, Brand USA published a
number of customized
itineraries for the travel trade linking
FIFA host cities and base camps to surrounding regions and destinations across
the country.
In 2028 and 2034, the U.S. will welcome the world to
Los Angeles for the Summer Olympic and Paralympic Games and Salt Lake City for
the Winter Olympics, respectively. For the first time, the Men's and Women's
Rugby World Cups will also be held in the U.S., with cities across the USA
hosting the events in 2031 and 2033.
Major milestones will also take center stage in 2026
with the Route 66 Centennial, the
world's most iconic highway. Spanning eight states from Illinois to California,
this historic road will come alive with commemorative experiences that
celebrate the spirit of the Great American Road Trip and the communities that
line its path. Also in 2026, the United States will celebrate America 250, marking
America's semiquincentennial, with a yearlong series of exhibitions, events,
and programs across all 50 states. Brand USA has officially finalized a
partnership with the America250
Commission to help bring this anniversary celebration to
life.
As the world's attention turns to the U.S., travelers
will find a wealth of new experiences waiting for them. The following
represents a sampling of the exciting developments across the USA; to discover
more of what's new and noteworthy, click here.
In 2025 and 2026, the country is unveiling reimagined
landmarks, new attractions, and unique experiences. Universal Epic
Universe in Orlando, Florida has ushered in a new era of
themed entertainment, and 2026 will see that energy continue with the arrival
of Mattel Adventure
Park's second location in Kansas. The MegaZip in
Pigeon Forge, Tennessee, offers adrenaline-filled adventure high above the
Great Smoky Mountains on America's longest zipline. In Kansas City, the
brand-new Museum
of BBQ highlights how this quintessential American
cuisine is made and the regional styles that make BBQ distinct across the USA. Dataland, opening
in Los Angeles, is the world's first museum dedicated to AI art. And in
Bentonville, Arkansas, The Compton - a
new boutique hotel nestled in the town's historic square—offers a fresh take on
small-town luxury with walkable access to parks, food trucks, and galleries.
Nature lovers can trek the newly completed 34-mile Adirondack
Rail Trail in upstate New York. Meanwhile, San Antonio
Zoo's new Spekboom Lodge will
immerse guests in wildlife experiences. Across the country, experiences big and
small - urban and rural - are redefining travel to the USA.
To learn more about Brand USA, visit TheBrandUSA.com and
start planning your next trip to the USA at AmericaTheBeautiful.com.
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