America the Beautiful
Brand USA’s America the Beautiful campaign is actively driving international travel to the U.S. from high-priority global markets. Targeted, research-driven, and built around authentic American storytelling, it’s designed to win market share in the competitive global tourism economy.
What Is America the Beautiful?
America the Beautiful is Brand USA’s global brand platform and advertising campaign — the next phase of our work to drive international travel exports to the United States from high-impact markets and audiences.
The campaign celebrates America’s rich landscapes, vibrant cultures, and unforgettable experiences, using stunning visuals and authentic storytelling to inspire international travelers to see, feel, and experience the beauty of America firsthand.
It brings that story to life across four thematic segments — Outdoors, Family, Luxury, and Arts & Culture — and shows up everywhere from television and social content to billboards and travel product development.
Overwhelmingly Positive Response
Advertising tracking performance is measured monthly across nine paid media markets with roughly 250 respondents per market each month. The results below are numbers you can cite with your own board, council, or stakeholders. – Source: SMARI Insights
Had a favorable reaction to the creative
Said the creative increased their interest in visiting the U.S.
Point lift in visit intent among those aware of the creative
America the Beautiful isn’t just resonating—it’s measurably moving people to visit the United States.
Why Now
America the Beautiful is designed to meet this moment. Travel has never been more desired, more attainable, or more influential in shaping perceptions of the United States.
The world is hungry for meaningful experiences and only-in-America moments — and Brand USA’s marketing can make all the difference in where travelers choose to go.
Where Visitors Are Coming From
Messaging is market-led — reflecting the language and cultural nuances most likely to inspire travelers from each region, timed to local booking windows. Use this to prioritize your own trade and marketing outreach.
- Argentina
- Australia
- Brazil
- India
- Ireland
- Japan
- Mexico
- South Korea
- United Kingdom
Thematic Segments
Peace, purpose, and renewal in nature.
Shared memories that strengthen relationships.
Exclusive experiences and the finer things.
Museums, landmarks, and local traditions.
