Published on September 16, 2025
By: Tuhin Sarkar
Brand USA joins the U.S. Travel Association and the National Travel and Tourism Office in their mission to promote America to the world. These powerful organisations are working together, each playing a crucial role in encouraging more people to take trips to the United States. With their combined efforts, they are creating engaging campaigns that highlight America’s beauty, diverse culture, and exciting destinations. The goal is to make the U.S. the number one choice for international travellers. From scenic national parks to vibrant cities, the U.S. offers something for everyone. As they work to attract tourists, these organisations are also focused on improving the travel experience and ensuring a smooth journey. Together, Brand USA, the U.S. Travel Association, and the National Travel and Tourism Office are setting the stage for a bright future in U.S. tourism.

U.S. Tourism Soars in 2025 Thanks to Brand USA and U.S. Travel Association

In 2025, the United States is becoming an even more exciting destination for travellers from around the world. Thanks to the efforts of Brand USA, the U.S. Travel Association, and the National Travel and Tourism Office, the U.S. is seeing record international visitor spending and growth in tourism. These organisations are working together to make the United States a must-visit country by promoting its beauty, rich culture, and exciting future events. This article will explore how these organisations are making this happen and why the U.S. is becoming a top destination for tourists.

Brand USA: Driving Record International Visitor Spending

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Brand USA is the official organisation responsible for marketing the U.S. to the world. In 2025, Brand USA played a huge role in bringing more visitors to the United States. The result? International visitors spent a record $126.9 billion on U.S. travel in the first half of 2025. This is a 2.2% increase from 2024 and exceeds the previous peak in 2018. This success shows that Brand USA’s marketing efforts are working, and travellers are excited to visit the U.S.
Brand USA uses creative campaigns to reach travellers from around the world. These campaigns highlight America’s vast landscapes, vibrant cities, and hidden gems. From national parks to thriving urban centres, Brand USA helps tourists discover the diverse beauty of the U.S. It also encourages them to travel to places that are not as well-known but are just as beautiful. Through its efforts, Brand USA helps the U.S. economy by bringing more visitors who spend money on hotels, food, transport, and more.

U.S. Travel Association: Advocating for Policy and Growth

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The U.S. Travel Association is another organisation working hard to make the U.S. a top destination for global travellers. This non-profit organisation represents the travel industry and helps promote policies that support tourism. In 2025, the U.S. Travel Association has been working on many important projects. One of these is the White House Task Force on the 2028 Summer Olympics in Los Angeles. This group is working to prepare the U.S. for this huge global event and ensure that tourists have a great experience when they visit.
Additionally, the U.S. Travel Association is helping improve airport security for international travellers. With the “One Stop Security” program, passengers can enjoy a quicker and easier security process. This makes it easier for tourists to travel to the U.S. and have a smooth experience. Through these efforts, the U.S. Travel Association helps boost tourism by creating better experiences for visitors.

National Travel and Tourism Office: Providing Key Data and Insights

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The National Travel and Tourism Office (NTTO), part of the U.S. Department of Commerce, provides the data needed to understand tourism trends. In 2025, NTTO forecasted that international arrivals to the United States would grow by 6.5% to 77.1 million visitors. This growth will be the result of efforts from both Brand USA’s marketing campaigns and the U.S. Travel Association’s policy work. These efforts are helping make the U.S. a more attractive destination for global travellers.
NTTO uses statistics to understand how visitors are travelling to the U.S. and where they are coming from. This data helps Brand USA and the U.S. Travel Association know where to focus their efforts and which countries need more marketing. It also helps them see which areas in the U.S. are most popular with international visitors. By using this information, they can make better decisions about how to attract more tourists and create the best experience for them.

Major Events Fuel U.S. Tourism Growth

One of the biggest reasons why tourism to the U.S. is growing in 2025 is the upcoming events that will bring millions of people to the country. The 2026 FIFA World Cup is one of the most anticipated global events, and the U.S. will host part of the tournament. Along with the World Cup, the U.S. will also celebrate its 250th anniversary in 2026 and the 100th year of Route 66. These exciting events have brought more attention to the U.S. and made people want to travel there. In addition, Los Angeles will host the 2028 Summer Olympics, further increasing tourism interest in the U.S.
These events give Brand USA and the U.S. Travel Association an opportunity to showcase the U.S. to the world. They help attract more visitors who want to experience the excitement of these international events. Through their marketing efforts, both organisations are building excitement for these events and encouraging people from around the world to plan their trips to the U.S. Whether it’s attending the World Cup, visiting the Olympics, or exploring U.S. history on Route 66, these events are a great way to attract new visitors.

Industry Events: Connecting U.S. Destinations with Global Tourists

In addition to these major events, the U.S. Travel Association and Brand USA host their own industry events that connect U.S. destinations with international buyers and media. One of these events is the annual ESTO (Educational Seminar for Tourism Organizations) conference, which took place in 2025 in Phoenix, Arizona. This conference brought together destination marketers from across the U.S. to discuss strategies for attracting global tourists. These events allow U.S. tourism professionals to share ideas and learn from each other, which helps improve the overall visitor experience.
Brand USA also organised the 2025 Brand USA Travel Week in the U.K. and Europe. This event brought together U.S. destinations and international travel buyers. It allowed U.S. tourism representatives to pitch their destinations and form connections with global tourism professionals. By hosting these events, Brand USA helps U.S. destinations expand their reach and increase interest in travel to the United States.

Promoting U.S. Territories as Travel Destinations

An often-overlooked part of U.S. tourism is its overseas territories, such as Puerto Rico, Guam, and the U.S. Virgin Islands. Brand USA’s ‘America the Beautiful’ campaign highlights these unique regions, showing tourists that the U.S. is not just about the mainland. These territories offer stunning beaches, rich cultures, and beautiful landscapes, making them great travel destinations. Brand USA’s efforts to promote these areas help diversify the types of places that international visitors explore when they come to the U.S. By encouraging visitors to check out these territories, Brand USA is helping the U.S. tourism industry grow and reach new audiences.

The Future of U.S. Tourism: Continuing Growth and Success

The future of U.S. tourism looks bright. With more international visitors choosing the U.S. as their top destination, the country is set to continue seeing growth in tourism. The efforts of Brand USA, the U.S. Travel Association, and the National Travel and Tourism Office will keep driving this success. As the U.S. prepares to host major events like the 2026 FIFA World Cup and the 2028 Summer Olympics, the tourism industry will continue to benefit from the global attention these events bring.
By continuing to focus on promoting diverse U.S. destinations, improving visitor experiences, and attracting international tourists through major events, the U.S. will remain a top destination for travellers from all over the world. As more people discover the beauty and excitement of the United States, the tourism industry will continue to thrive, contributing to the U.S. economy and providing incredible experiences for visitors.
In an effort to boost inbound travel, Brand USA, the official tourism authority for the United States, has rolled out a new marketing campaign—‘America the Beautiful’. The campaign is designed to not only showcase the country’s natural beauty and hidden urban gems but also prepare for major global events, including the 2026 FIFA World Cup and the 250th anniversary of the United States. The timing couldn’t be more crucial as US-bound travel has slowed, despite strong international business travel. By fostering emotional connections and promoting lesser-known destinations, this campaign seeks to reignite global curiosity about the US.

America the Beautiful: A Closer Look at the Campaign’s Vision

The ‘America the Beautiful’ campaign aims to capture the imaginations of international travelers by spotlighting lesser-explored destinations across the United States. From remote national parks to vibrant cities off the beaten path, this initiative is not just about visiting popular spots but about discovering new parts of America. According to Brand USA’s CEO, Fred Dixon, the goal is to build deeper emotional connections with travelers, making them feel welcomed and excited about the possibilities the US offers. The campaign is also a strategic move to generate buzz ahead of 2026, a year set to host both the World Cup and the centennial celebrations of Route 66.

A Tailored Approach to Discovering the USA

Visitors to Brand USA’s revamped website will find a variety of ways to tailor their travel plans to their preferences. Whether you’re looking for breathtaking views, bucket-list-worthy dining experiences, or an immersive family road trip, the site serves as a comprehensive travel planner. The platform allows users to explore destinations according to their interests, encouraging travelers to venture beyond the typical tourist hotspots. For those planning to attend the 2026 World Cup or 2028 Summer Olympics, the site also offers curated itineraries and travel tips to ensure a seamless experience.

The Strategic Importance of the 2026 FIFA World Cup and Beyond

The launch of ‘America the Beautiful’ is not just a marketing campaign—it’s a vital piece of the broader strategy to position the United States as the prime global travel destination in the years leading up to 2026. The FIFA World Cup, combined with the 250th anniversary of the US, presents an unparalleled opportunity to attract millions of tourists. Brand USA has cleverly timed the launch to coincide with this historic moment, offering a chance to showcase the country’s diversity to a global audience. Additionally, the upcoming 2028 Summer Olympics in Los Angeles will further solidify the US as a major player in the international tourism market.

Making the Most of Lesser-Known US Destinations

While New York, Los Angeles, and Las Vegas remain top travel draws, Brand USA is determined to highlight the many lesser-known US destinations that often get overshadowed. The campaign encourages visitors to explore areas rich in cultural history, natural beauty, and unique local experiences. From the scenic beauty of the Pacific Northwest to the historical landmarks of the South, there is an abundance of places to visit beyond the usual major cities. This strategy is expected to relieve some of the congestion at popular tourist sites and create a more balanced flow of tourism across the country.

The Map Feature: A Game-Changer for Travelers

One of the most innovative features of Brand USA’s website is the interactive map, which allows visitors to search for destinations based on a variety of interests. Whether you’re seeking a family-friendly adventure or a quiet retreat in nature, the map makes it easier than ever to find destinations that fit your needs. Additionally, the map includes a special section on US territories, highlighting areas like Puerto Rico and Guam that offer unique travel experiences and are technically part of the United States. This will help expand the travel horizons of international visitors who may not have considered these areas before.

Promoting US Territories as Travel Destinations

Often overlooked, US territories are an integral part of the ‘America the Beautiful’ campaign. These territories, including Puerto Rico, Guam, and the US Virgin Islands, offer distinct cultural experiences and natural beauty that can appeal to a wide range of travelers. By bringing attention to these regions, Brand USA hopes to diversify the types of destinations that international tourists visit, allowing them to explore parts of the US that they might otherwise never consider. Promoting these territories aligns with the overall goal of the campaign to highlight the diversity and richness of the United States beyond the mainland.

A Strategic Website Overhaul for Maximum Engagement

The recent overhaul of the ‘Visit the USA’ website is a critical part of Brand USA’s strategy to engage more international travelers. The site has been revamped to reflect the new ‘America the Beautiful’ campaign, making it easier for visitors to plan their trips. This user-friendly platform provides helpful travel guides, detailed information on visa requirements, and suggestions for lesser-known destinations across the country. With enhanced functionality, it aims to serve as a one-stop resource for anyone planning to visit the US. This move also helps foster trust and reliability, making it more likely that travelers will choose the US for their next holiday destination.

Looking Ahead: The Future of US Tourism

Looking beyond the immediate effects of the ‘America the Beautiful’ campaign, Brand USA is positioning the United States as a long-term destination of choice for global travelers. With the world’s attention focused on the US due to the 2026 World Cup and other significant events, the country has an opportunity to showcase its vast diversity, from urban culture to natural wonders. The success of this campaign could set the tone for the future of US tourism, driving international visitors to explore places they had never considered before. It’s an exciting time for both the US tourism industry and the millions of people worldwide who are eager to discover what makes America truly beautiful.
As the US prepares to host global events in 2026 and 2028, the ‘America the Beautiful’ campaign launched by Brand USA offers an exciting opportunity for international visitors to explore lesser-known corners of the country. By focusing on diverse landscapes, hidden gems, and US territories, this initiative promises to create lasting emotional connections with travelers, ultimately boosting tourism and driving global interest in the United States. With the campaign’s well-timed launch, Brand USA is poised to re-establish the US as a top destination for international tourism in the coming years.

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Tags: 2025 U.S. Tourism Promotion, Brand USA, Brand USA 2025, National Travel and Tourism Office, National Travel and Tourism Office data

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