Fred Dixon unveils America the Beautiful campaign at press conference in Chicago (Photo: Brand USA)
With the objective of promoting the United States as a preferred destination of tourists from around the world, a new marketing campaign with the theme, America the Beautiful, has been unveiled by Fred Dixon, President and Chief Executive Officer, Brand USA.
Dixon announced the campaign at a press conference at IPW, the leading inbound travel trade show of the US, that began in Chicago. Launching the campaign, Dixon said that the campaign was 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 are proud to announce America the Beautiful, a bold and unprecedented global tourism campaign. There has 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 are sending a clear message, the USA is open for business and ready to welcome legitimate international travellers. We are confident this effort will spark renewed interest and deepen connections with audiences around the world,” said Dixon in his address.
Fred Dixon (Photo: Varsha Singh)
Dixon added that the campaign, which will officially be launched in August, America the Beautiful is a flexible, emotionally motivating platform designed to reignite passion for US travel and remind global visitors of the richness, warmth, and diversity of US destinations and people.
“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. He added that the campaign will be supported by a dedicated digital hub which leverages artificial intelligence in partnership with Mindtrip to personalise and enhance the traveller journey.
Brand USA says that 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.
“This campaign is a storytelling platform that will give the world a fresh lens through which to see the United States. We are tapping into nostalgia and curiosity, the same feelings that have always drawn travelers to the United States. And it is built to be scalable, allowing our partners to integrate, collaborate, and amplify our shared message worldwide,” said Leah Chandler, Chief Marketing Officer, Brand USA.
In addition, Brand USA has partnered with the US Department of Transportation to promote The Great American Road Trip to international travellers, featuring 250 points of interest across the country.
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