Hit the road: US rolls out new travel campaign

The United States’ destination marketing organization is rolling out a new campaign to bolster travel demand in key markets,.

Brand USA’s global campaign America the Beautiful launched this week in London at Brand USA Travel Week, aimed at connecting US destinations with international buyers and media after reduced visitor numbers in the first half of the year.

The campaign, first unveiled in June, followed cuts to Brand USA’s federal funding at a time when political rhetoric and restrictive policies have curbed international tourism to the US, travel news hub Skift reported.

The campaign will roll out on connected TV, streaming, out-of-home, digital, and social media platforms across nine major markets: the UK, Argentina, Australia, Brazil, India, Ireland, Japan, Mexico and South Korea.

It is timed to promote growth ahead of 2026, a year marked by the FIFA World Cup, America’s 250th anniversary, and the Route 66 centennial.

"The United States remains the top international destination for long-haul leisure travel in the world, reflecting the enduring appeal of our varied and unique destinations and experiences," said Fred Dixon, president and CEO of Brand USA.

“With America the Beautiful, we're delivering a fresh invitation to explore the USA in new and exciting ways. 

"As we look ahead to 2026 and the decade of mega events on the horizon, we remain laser-focused on maximizing international tourism opportunities to drive economic impact and job growth while inviting the world to celebrate 250 years of America the Beautiful.”

The message sounds a little Trumpian.

"America the Beautiful tells the story of America bigger, bolder, and more beautifully than ever before -balancing the power of place with the depth of human connection,” said Leah Chandler, chief marketing officer of Brand USA.

“Every element, from powerful creative storytelling to AI-powered planning tools, is designed to inspire travellers to see America in new ways and to turn that inspiration into action.

"We're not asking people to simply visit America; we're inviting them to feel it, taste it, and carry home experiences that become core memories.”

Brand USA Travel Week India (January 18-23, 2026) and Brand USA Travel Week South America (March 16-20, 2026) will be key events in markets with strong potential for inbound travel growth.

To learn more about Brand USA, visit TheBrandUSA.com.

Trump slump: plummeting tourism figures have the US in a spin

The rapidly reduced number of visitors to the US has politicians and marketers in a spin.

Five Brand USA board members, including the board chair, were abruptly fired via email following orders from the White House, travel news portal Skift reported.

The five board members relieved of their Brand USA board duties were chair Elliott Ferguson, CEO of Destination DC; vice chair Lauren Bailey, CEO of Upward Projects; Kristen Esposito, principal of Esposito Global Partners; secretary Allen Orr, founder of Orr Immigration Law; and Tim Mapes, chief marketing and communications officer at Delta Air Lines.

The moves were seen as part of the Trump Administration's moves to put its stamp on the US tourism industry.

"Trump is turning over the board,” a source told Skift.

Ferguson was only five months into his one-year term.

A Brand USA spokesperson said: “Brand USA has no comment regarding your query. We refer you to the US Department of Commerce, which manages board appointments.”

There was no mention of the sackings on the Brand USA website.

Tourism to the US has slumped post-Covid and even more since Donald Trump became president for the second time.

Australians, famed for long stays, were identified as a target market for the US, but recent data from the US International Trade Administration shows that Australian visitor numbers plunged by 7% in March this year compared to the year before.

The drop in Australians travelling to the US comes amidst reports of travellers being denied entry, hassled by immigration officials and phones being seized to search for anti-Trump sentiments.

Other countries with a significant reduction in people travelling to the US included Canada, Colombia, Germany and the UK.