Brand USA Unveils ‘America the Beautiful’ – A Bold New Tourism Campaign Targeting $551 Billion Economic Impact
LONDON, UK – October 20, 2023 – In a move poised to reshape the landscape of international travel to the United States, Brand USA today launched “America the Beautiful,” its most ambitious tourism campaign to date. The announcement, made during Brand USA Travel Week UK & Europe, signals a significant investment in attracting global visitors and bolstering the American economy. This is breaking news for the travel industry, and a potential game-changer for destinations across the US.
A Surge in Tourism: The Numbers Speak Volumes
The timing of this campaign couldn’t be more strategic. Year-to-date through July, travel and tourism-related exports have already reached a staggering $147 billion – a 2% increase over the previous year. Brand USA projects this spending will generate approximately $39.6 billion in federal tax revenue by year-end, supporting millions of American jobs and contributing a massive $551 billion to the overall economy by 2025. These figures underscore the vital role international tourism plays in the US economic engine.
Beyond Landmarks: A Focus on People and Experiences
“The United States remains the leading international destination for long-haul leisure travel,” stated Fred Dixon, President and CEO of Brand USA. “With ‘America the Beautiful,’ we’re not just showcasing places; we’re inviting the world to connect with the heart and soul of our country.” This isn’t simply about ticking off famous landmarks. The campaign represents a shift in focus – from “product” to “people,” emphasizing the authentic experiences, cultural richness, and human connections that define the American travel experience.
Leah Chandler, Chief Marketing Officer of Brand USA, elaborated, “We want travelers to feel the United States, to taste it, and to take home memories that last a lifetime. ‘America the Beautiful’ tells a bigger, bolder, and more fascinating story than ever before, balancing the power of place with the depth of human connection.”
AI-Powered Planning and Targeted Outreach
The campaign isn’t just about inspiring wanderlust; it’s about making travel planning easier than ever. Brand USA has launched AmericaTheBeautiful.com, a new AI-powered hub built with Mindtrip technology. Available in eight languages, the site offers personalized recommendations, interactive maps, and streamlined itinerary tools, connecting travelers with both iconic gateway cities and hidden regional gems.
The initial rollout will target nine key markets – Argentina, Australia, Brazil, India, Ireland, Japan, Mexico, South Korea, and the United Kingdom – selected based on data-driven analysis of travel intent, economic trends, and consumer sentiment. The campaign will specifically appeal to travelers seeking nature escapes, family adventures, luxury experiences, and immersive cultural encounters.
Looking Ahead: 2026 and a Decade of Opportunity
The launch of “America the Beautiful” is perfectly timed to capitalize on a series of landmark events in 2026: the FIFA World Cup, the 250th anniversary of the United States, and the centennial of Route 66. These events are expected to further amplify the campaign’s impact and attract even more international visitors. The US travel industry is bracing for a surge, and this campaign is designed to ensure the country is ready to welcome the world.
This initiative isn’t just a short-term marketing push; it’s a long-term investment in the future of American tourism. By focusing on authentic experiences and leveraging cutting-edge technology, Brand USA is positioning the United States as the premier destination for global travelers for years to come. For those planning their next adventure, the United States is calling – and it’s more inviting than ever.
Stay tuned to archyde.com for continued coverage of the travel industry and in-depth analysis of the “America the Beautiful” campaign’s impact. Explore the campaign’s videos here and start planning your American adventure today!
