Reviving U.S. Travel: Brand USA Unveils America the Beautiful Campaign

Brand USA has announced a “bold” new campaign to increase travel to the country, at a time when visitation from Canada is dwindling.

The new campaign “America the Beautiful” was unveiled at U.S. Travel Association’s IPW on Monday. IPW is their annual global conference; this year held at McCormick Place in Chicago, Illinois. The campaign features a robust blend of tourism campaign with the introduction of a dedicated digital hub, AmericaTheBeautiful.com.

“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.”

Many Canadians remain reluctant to travel to the U.S., with numbers dropping again in May for the fifth consecutive month compared to last year.

Statistics Canada data showed that return trips made by Canadians in May dropped significantly by air and land, with trips north by Americans also on the decline, but not nearly to the same extent.

For the month of May, StatsCan reported that Canadian return trips by air from the U.S. were down 24.2%, representing a drop of about 155,000 passengers. That was worse than April’s figures, which showed a drop of just under 20%.

Launching in August, Brand USA says the America the Beautiful campaign is a “flexible, emotionally motivating platform designed to reignite passion for U.S. travel and remind global visitors of the richness, warmth, and diversity of U.S. 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.

The dedicated digital hub, AmericaTheBeautiful.com has now launched and leverages artificial intelligence in partnership with AI travel platform Mindtrip to personalize and enhance the traveller journey. The company says Mindtrip’s partnership with Brand USA builds on the travel industry’s growing momentum to harness AI to better serve the needs of travellers.

“The United States has so many iconic destinations worth visiting, but there are also a lot of beautiful places to see along the way,” said Andy Moss, Co-founder and CEO of Mindtrip. “By partnering with Brand USA and integrating Mindtrip’s AI solution into their website, we are making it easy for travellers to experience the most memorable getaways that are bound to drive conversation for years to come.”

According to Brand USA’s most recent Omnibus Study, the USA remains the #1 overall destination travellers 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.