Brand USA, the vacation spot advertising and marketing organisation for the USA, has launched America the Stunning, its most formidable global tourism marketing campaign so far. The initiative was unveiled throughout Model USA Journey Week UK & Europe 2025, an annual occasion connecting US locations with high worldwide patrons and media from over 20 nations.
The launch comes as international travel continues to be a significant driver of US economic recovery. From January to July 2025, journey and tourism exports reached USD 147 billion, marking a 2 per cent year-on-year rise. This progress is predicted to generate practically USD 39.6 billion in federal tax revenue and contribute to an total economic impact of USD 551 billion by the top of 2025.
Fred Dixon, President and CEO of Model USA, stated: “The US stays the highest worldwide vacation spot for long-haul leisure journey on the earth, reflecting the enduring attraction of our diversified and distinctive locations and experiences. With America the Stunning, we’re delivering a contemporary invitation to discover the USA in new and thrilling methods. As we stay up for 2026, we stay laser-focused on maximising international tourism opportunities to drive financial influence and job progress whereas inviting the world to rejoice 250 years of America the Stunning.”
The America the Beautiful campaign marks a shift in Model USA’s strategy—specializing in individuals and experiences moderately than simply locations. The inventive path seeks to seize the human tales, numerous cultures, and emotional connections that make the US distinct. Leah Chandler, Chief Advertising Officer of Model USA, added: “America the Stunning tells the story of America greater, bolder, and extra fantastically than ever earlier than—balancing the ability of place with the depth of human connection.”
Backed by analysis throughout 10 international markets, 72 per cent of respondents expressed constructive emotional resonance with the marketing campaign, and 67 per cent stated it elevated their want to go to the US The initiative will likely be rolled out throughout 9 key worldwide markets—Argentina, Australia, Brazil, India, Eire, Japan, Mexico, South Korea, and the UK—by way of digital, streaming, out-of-home, and social platforms.
Complementing the marketing campaign, Model USA has launched AmericaTheBeautiful.com, an AI-powered journey hub constructed with Mindtrip know-how. Out there in eight languages, the positioning allows travellers to plan customised itineraries, entry interactive maps, and join main gateways with regional locations throughout the nation.
The marketing campaign aligns with Model USA’s broader mission to unify its advertising and marketing, media, and commerce initiatives underneath one strategic imaginative and prescient. It additionally comes at a pivotal time because the US prepares for main international occasions in 2026, together with the FIFA World Cup, the nation’s 250th anniversary, and the centenary of Route 66—all anticipated to considerably increase inbound tourism.
In the meantime, Model USA Journey Week UK & Europe 2025 has drawn practically 900 delegates representing commerce, media, and vacation spot companions. Supported by the Atlantic Joint Enterprise companions—British Airways, American Airways, Finnair, Aer Lingus, Iberia, and Degree—the four-day occasion options curated appointments, management discussions, and academic classes.
Colm Lacy, Chief Business Officer at British Airways, said: “We’re proud to assist Model USA Journey Week alongside our Atlantic Joint Enterprise companions. With greater than 27 US locations on our route community, our transatlantic flights stay a agency favorite. Our partnership with Model USA helps showcase the nation’s unbelievable selection—from world-class cities to breathtaking pure surroundings.”
Model USA has additionally introduced plans to increase Journey Week into new areas, together with Model USA Journey Week India (January 2026) and Model USA Journey Week South America (March 2026)—markets with excessive potential for inbound tourism progress.
The organisation has additional highlighted new developments throughout the US , together with upcoming resort openings, cultural sights, and expanded worldwide flight routes. These embrace British Airways’ new service from London to St. Louis and Aer Lingus’ route from Dublin to Raleigh-Durham in April 2026. Extra routes from Rome to Seattle and new connections to Newark from Bari, Glasgow, and Santiago de Compostela are additionally set to start in Could 2026.
With America the Stunning, Model USA goals to reaffirm the nation’s international tourism management whereas inspiring travellers to expertise the US in richer, extra significant methods.
