According to the World Travel and Tourism Council, international visitor spending in the United States will fall to $169 billion in 2025, down from $181 billion the previous year. And in 2024, 90% of total tourist spending was internal, while strategic markets such as the United Kingdom, Germany, South Korea, Spain, Ireland or the Dominican Republic reduced their volume of visits.
To strengthen the country brand of the United States, the national tourism promotion agency, Brand USA, has launched its new campaign “America the Beautiful”, a communication offensive that seeks to re-enchant international travelers.

Thus, it proposes an imaginary of return to the American dream: majestic landscapes, road trips with a nostalgic air, families in theme parks, snowboarders in snowy forests… They are settings carefully chosen to provoke a visual emotion that dissociates the country brand from its political present and reconnects it with a more timeless ideal. The very name of the campaign – taken from an 1890 poem that became one of the country’s most famous patriotic anthems – points towards this emotional reconstruction.

In 2019, international visitors brought in $217 billion in revenue and helped support nearly 18 million jobs in the United States. The tourism sector, as a whole, represents more than 585,000 million in annual tax revenue, so this campaign seeks a structural economic impact.
Additionally, it launches just as the United States prepares for key events such as the country’s 250th anniversary, the 2026 Soccer World Cup, which will be played in 11 cities, and the 100th anniversary of Route 66.

The campaign is based on a digital platform, AmericaTheBeautiful.com, for travel planning, which integrates artificial intelligence to offer personalized recommendations, interactive maps and real-time itinerary tools. Available in eight languages, including Spanish, German, Portuguese and Japanese, the website seeks to facilitate the discovery of experiences in the United States, adapted to the cultural, family and landscape interests of each visitor.

During conceptual development, creative tests were carried out in ten countries to measure the emotional and behavioral impact of the advertising pieces. According to the first data provided by Brand USA, 72% of travelers surveyed responded positively to the campaign, and 67% declared an increase in their intention to visit the country.

From Brand USA they defend the inspiring role of their narrative: “We are not asking you to simply visit the United States. We invite you to feel it, savor it and take home memories that become part of your memory”declared its Marketing Director, Leah Chandler.

In a climate of polarization, “America the Beautiful” is committed to an approach based on data, storytelling and technological innovation, aspiring to consolidate a unified global platform capable of adapting to the changes of the contemporary traveler and sustaining the country’s leadership as a long-haul destination.