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USA – BRAND USA LAUNCHES “AMERICA THE BEAUTIFUL” AHEAD OF 2026, THE YEAR OF MAJOR EVENTS
Between the United States’ 250th anniversary, the centennial of Route 66, and the FIFA World Cup 2026, the country is preparing for a period of exceptional international visibility. In anticipation of these milestones, Brand USA, the nation’s destination marketing organization, is launching the global campaign “America the Beautiful.”
The official presentation took place during the Brand USA Travel Week U.K. & Europe, now in its seventh edition, which brings together U.S. destinations, buyers, and media from over 20 European countries. The campaign arrives at a growth moment for the sector: from January to July 2025, exports related to travel and tourism reached $147 billion, up 2% year over year. According to estimates, this spending will generate $39.6 billion in federal tax revenue by the end of the year and a total economic impact of $551 billion in 2025, supporting millions of jobs nationwide.
“The United States remains the leading long-haul international destination for leisure travel worldwide, a testament to the timeless appeal of our diverse destinations and unique experiences,” said Fred Dixon, President and CEO of Brand USA.
“With America the Beautiful, we’re extending a fresh invitation to explore the United States in new and exciting ways. Looking ahead to 2026 and a decade of major events to come, we remain fully focused on maximizing the opportunities of international tourism to drive economic impact and job growth—inviting the world to celebrate 250 years of this remarkable country.”