A Message from Fred Dixon
As we approach the busy fall season, I want to share an update on Brand USA’s latest activities and offer a preview of where we’re headed as we enter the next chapter for international inbound travel to the United States.
While we have faced headwinds, we have used this moment to tighten our strategic alignment and budget planning to ensure Brand USA remains focused and effective in today’s evolving travel landscape.
With a more intentional approach, we’re deepening engagement across our priority initiatives. From destination immersion experiences to the debut of America the Beautiful next month at Brand USA Travel Week U.K. & Europe in London, engagement is strong and enthusiasm is growing. More than a campaign, America the Beautiful is a long-term platform to elevate our country’s story globally, inspire travel, and showcase the breadth of experiences that make the United States unlike any other destination.
Looking further ahead, milestone moments such as the 250th anniversary of the United States, the FIFA World Cup in 2026, and the Centennial of Route 66 will give us extraordinary opportunities to capture imaginations worldwide and spotlight our welcoming destinations and the allure of the great American road trip.
None of this would be possible without the unwavering support of all of you: our partners and suppliers, the global travel trade, and the international media who fuel the world’s interest in visiting the USA. On behalf of all of us at Brand USA, thank you for the critical role you play in driving global travel to our shores.
Fred Dixon
President and CEO
Brand USA