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Photo Credit: Brand USA’s new tourism campaign, America the Beautiful, launches globally on October 20. Brand USA
Brand USA’s latest tourism campaign comes on the heels of a tough start to the year: an 80% cut in federal funding for the organization and the first decline in overseas visits in five years.
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After a rough start to the year for inbound tourism, the United States’ destination marketing organization is rolling out a new campaign to bolster travel demand.
Brand USA’s global campaign, “America the Beautiful,” launched Monday at Brand USA Travel Week U.K. and Europe in London, an annual event connecting U.S. destinations with international buyers and media.
The campaign, first announced in June, follows a dramatic cut to Brand USA’s federal funding at a time when political rhetoric and restrictive policies have curbed international tourism to the U.S.
The campaign will roll out on connected TV, streaming, out-of-home, digital, and social media platforms across nine markets: The U.K., Argentina, Australia, Brazil, India, Ireland,
October 29-30, 2025 – ABU DHABI
Tags: brand usa tourism campaigns
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Brand USA, the United States’ destination marketing organization, has launched the ‘America the Beautiful’ campaign to revive inbound tourism from nine key international markets amid a travel slump and significant federal funding reductions. The campaign includes digital and video advertising, plus a new AI-powered trip-planning website available in eight languages. Despite an 80% cut in federal matching funds and recent staff layoffs, Brand USA has secured backlogged government funding and remains focused on boosting tourism, especially ahead of major upcoming events.
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