This week at IPW in Fort Lauderdale and IMEX in Frankfurt, we are announcing a major expansion of our America the Beautiful platform with two new initiatives designed to build traveler confidence, inspire visitation, and boost travel exports that impact the U.S. economy and communities.
AMERICA THE BEAUTIFUL PLATFORM
America the Beautiful continues to deliver. Monthly surveys show more than seven in ten respondents say the platform positively influences their interest in visiting the United States.
We are also creating new integration opportunities with destination partners such as South Dakota and Alabama and corporate brands such as Hilton, with more to come, all operating under one data-driven strategic framework designed to expand reach and drive greater visibility for partners.
This week, we are building on that foundation with two new supporting initiatives, each serving a distinct role across the traveler journey: Get Facts. Get Going., an always-on effort designed to provide real-time information on visa and entry policies, fees and more to combat misperceptions; and American Originals, a new content and storytelling series spotlighting the people, places, and experiences that are uniquely American.
AMERICAN ORIGINALS
American Originals is a new content series spotlighting the people, places, and traditions that originated the styles, sounds, and tastes the world loves – told through travelogue-style narratives that help travelers build their ultimate trip.
Monument Valley and the landscapes that defined American cinema. Memphis and the birthplace of rock 'n' roll. Austin and Texas BBQ. Broadway in New York City. These are experiences you can only have here, and the stories that we think will inspire people to book.
The series also serves as a salute to America's 250th anniversary and will continue to expand into 2027 and beyond.
Click here to watch the series.