America the Beautiful Launches Globally
At Brand USA Travel Week U.K. & Europe 2025, we launched a new global campaign and platform that reframes how the world experiences travel to the United States. America the Beautiful is a strategic, creative, and technology-forward initiative that brings together powerful storytelling and cutting-edge planning tools to inspire meaningful visitation and drive real impact across the travel industry.
This campaign was developed in response to shifting consumer sentiment, rising global competition, and evolving travel behaviors, the campaign was built to meet the moment. With the United States preparing to host milestone global events—including America 250, the Route 66 Centennial, the 2026 World Cup, and the 2028 Olympics,—we are using the global spotlight to reintroduce the U.S. as a destination defined by its people, its landscapes, and the shared experiences that connect us all.
America the Beautiful will come to life across connected TV, streaming platforms, digital channels, out-of-home, and social media in key international markets, including Argentina, Australia, Brazil, India, Ireland, Japan, Mexico, South Korea, United Kingdom. The campaign’s creative assets target globally curious and confident travelers seeking relaxation in America’s natural beauty, shared moments through authentic family experiences, indulgent getaways, and deep dives into the country’s rich arts and culture.
A central feature of the campaign is the launch of AmericaTheBeautiful.com, a new digital planning hub powered by AI technology. Available in eight languages, including English, French Canadian, French, German, Spanish, Portuguese, Korean, and Japanese, the platform offers personalized travel recommendations, interactive maps, and real-time itinerary-building tools that help travelers seamlessly explore and plan their journeys.
We conducted creative testing during the concept development process with the objective to understand how the advertising landed emotionally and behaviorally with global audiences. Early testing across ten countries shows strong results, with 72 percent of travelers responding positively to the campaign and 67 percent reporting increased intent to visit.
America the Beautiful represents a unified brand platform that integrates Brand USA’s earned media and storytelling, partnership marketing, and travel trade initiatives. It is designed to evolve with the traveler, grow with the industry, and adapt to the fast-changing dynamics of global tourism.
America the Beautiful will help us reinforce and maintain the United States’ position as the leading long-haul destination and connect meaningfully with the world. As Brand USA’s most comprehensive global campaign to date, it brings together strategy, creativity, and technology to drive international visitation and economic impact while supporting local communities across the country.