Launching its new campaign at the opening of IPW 2025, CEO & president Fred Dixon said Brand USA will “meet the moment” with its new campaign, and continue “unprecedented dialogue” with all levels of the US government
On stage at IPW, Fred said he believes there has "never been a better time to explore the beauty and the energy of the USA, which continues to be the world’s most aspirational long-haul travel destination.”
America the Beautiful, Brand USA’s new campaign, hopes to capture some of that aspiration, blending it with America’s “people... landscapes, and stories.”
Ahead of the full campaign rollout in August, a new digital hub, AmericaTheBeautiful.com, has seen Brand USA partner with Mindtrip to integrate an AI-powered tool which can build itineraries, suggest road trip routes or flight-based multi-centres, and offer suggestions on everything from the best local eateries to must-do attractions and picnic spots along the way.
Leah Chandler, Brand USA’s chief marketing officer, sees America the Beautiful as “a fresh lens through which to see the United States.
“We’re tapping into nostalgia and curiosity, the same feelings that have always drawn travellers to the United States. It’s built to be scalable—allowing our partners to integrate, collaborate and amplify our shared message worldwide.”
The tangible impacts of Brand USA’s efforts in 2024 were front and centre at its opening press conference at IPW, a travel trade staple for inbound travel to the USA. Fred highlighted the destination marketing organisation’s impact in generating 1.6 million incremental international visitors (meaning those directly as a result of Brand USA marketing efforts) and the generation of US$1.7 billion in federal, state, and local tax revenue resulting from those visitors.
Brand USA estimates its overall economic impact on the US economy to be around US$13 billion a year.
