Brand USA is launching a new international campaign designed to ‘reignite passion’ for US travel.
Unveiled at IPW in Chicago, the marketing body says America the Beautiful is a flexible, emotionally motivating platform designed to remind global visitors of the richness, warmth, and diversity of US destinations and people. While inbound tourism has taken a hit this year, Brand USA ceo Fred Dixon (pictured) says the nation is open for business and ready to welcome ‘legitimate’ international travellers. “Visitors come to do more than see America. They come to feel it, to connect with our people, explore our landscapes, and experience our stories.’’ Dixon told those at the IPW launch that the campaign is all about the people, connectivity, experiencing places and small town stories. There was no time for questions at the IPW announcement , but the message was clear, ‘onwards and upwards’ in terms of the sector which generated USD75.7 billion in the US 2023-2024. Improving airports, new theme parks, more direct flight services for international inbound passengers and new accommodation opportunities are all part of the plans. The America The Beautiful campaign is billed as a platform for the travel industry to use and execute itineraries and contacts that help individual visitors to the US cater to their interests and needs. A dedicated digital hub, AmericaTheBeautiful.com, uses artificial intelligence to personalise and enhance the traveller journey.
. . . Govt Talks
During the past year Brand USA generated 1.6 million incremental international visitors, nearly USD6 billion in additional visitor spending, and supported close to 80,000 American jobs. But the campaign comes as the Trump government has proposed slashing Brand USA’s budget from USD100 million to USD20 million amid cost cutting in the US. At IPW, Dixon reportedly said Brand USA is in ‘an unprecedented level of dialogue with every level of government’. Besides the new campaign, the NTO has partnered with the US Department of Transportation to promote The Great American Road Trip to international travellers, featuring 250 points of interest across the country.
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