Momentum, Connection, and What’s Next
Dear Friends,
I hope you were able to take time over the holidays to recharge with family and friends. As we begin a new year, I wanted to pause not only to reflect on what we’ve accomplished together, but also to share some of what I’m most excited about in the months ahead.
In 2026, you will be hearing from me more regularly through this note as I share what’s ahead for Brand USA. My hope is that this becomes a useful touchpoint as we navigate an important period for inbound travel.
MOMENTUM BUILT TOGETHER
First and foremost, thank you for all you continue to do to support Brand USA’s work. The past year presented challenges at times, but we’ve emerged stronger and more resilient than ever. This is a direct result of the dedication of our industry partners, the global travel trade, the media, and the countless stakeholders who value our mission.
As we look to 2026 and beyond, our team remains focused on building flexible, data-driven, innovative campaigns, events, and partnerships. As we’ve done in the past, we will continue to adjust in real time to market dynamics, guided by opportunity and inspired by what’s ahead.
ACTIVATING GLOBALLY, AMPLIFYING THE USA
2026 is a year defined by global moments such as the World Cup, America’s 250th anniversary, and the Route 66 Centennial and we see an extraordinary opportunity to drive interest in travel to every state and territory. While the 11 World Cup host cities serve as anchors for increased visitation, our goal is to ensure the entire USA benefits from this unprecedented global spotlight.
Later this month, we will kick off the year with our first Brand USA Travel Week India in Bangalore, bringing a delegation of nearly 200 together for trade, public relations, and C-suite engagement. This follows record-breaking attendance at Brand USA Travel Week U.K. and Europe in London last October, where we launched America the Beautiful, our new campaign now active in nine key markets.
The campaign has been very well received and represents an important milestone as we showcase the vast appeal and vibrancy of the United States. We will continue to expand our Travel Week events this year, including a March stop in Brazil and a return to Europe this fall in Amsterdam.
Through destination immersions, sales missions, creative storytelling, media engagement, and our America the Beautiful marketing and digital programs, we will continue using all of our resources to convert global interest into urgency and visitation.
MEETING THE MOMENT & THE IMPACT AT HOME
As you know, there is a growing emphasis on the value of in-person experiences, and we expect this trend to accelerate. While travelers are more discerning with their spending, research shows they continue to prioritize live events, cultural experiences, and travel overall.
We’ve recently seen spending by international visitors climb in the U.S. reaching $188 billion in the period January - September 2025. This translates to $689 million per day and a projected $39.6 billion in federal tax revenue by years-end which supports millions of American jobs. International visitors now spend $3,716 per trip on average while here, a 6% increase year-over-year. That makes for a total economic impact of $551 billion to the U.S. economy.
We’re encouraged by these numbers and my team has been reimagining how we can further entice higher spending. You’ll see that work come to life in our programming this year. This continued evolution will ensure our efforts remain highly impactful and underscore the meaningful role our work plays in communities across the country.
FUNDING PROGRESS
As you may know, work is underway to restore Brand USA’s funding following impacts from the passage of last summer’s budget bill. New legislation has recently been introduced in both the House and Senate that will return matching funds to their prior level. A positive hearing before the House Energy and Commerce Committee ahead of Thanksgiving is one indication of the strong support we are seeing on Capitol Hill. We will continue educating lawmakers on the value that Brand USA delivers and the meaningful economic impact our work generates in communities large and small. We will keep you updated as progress continues.
LOOKING AHEAD
As we begin the year, I am feeling optimistic about our future. We are working hand-in-hand with our destination and corporate partners to make sure they are well positioned to capitalize on what is truly a once-in-a-generation moment.
Thank you for your continued partnership and support. I look forward to staying connected throughout the year and sharing more along the way. Please know that my door is always open, and I welcome your feedback as we move forward together.
Best wishes for a happy, healthy, and successful new year.
Best,
Fred
Fred Dixon
President & CEO
Brand USA