Brand USA has now officially launched its latest global campaign, ‘America the Beautiful’ in nine markets, including Australia. The multichannel campaign focuses on storytelling with new AI-powered tools to help advisors promote US travel in 2026 and beyond to clients.
First announced at IPW Chicago back in June 2025, ‘America the Beautiful’ is both a global tourism marketing campaign and platform.
It comes as Brand USA reports that US travel and tourism exports reached USD$147 billion (around AUD$225 billion) between January and July 2025, up two per cent year-on-year.
Brand USA’s ‘America the Beautiful’ multichannel campaign aims to build on that momentum, leveraging historic 2026 events, including the FIFA World Cup, America’s 250th Anniversary and the Route 66 centennial.
It shifts the focus from product to people, showcasing the people, stories, culture and unique experiences in the USA.
A dedicated AI-powered planning hub features all the itinerary-building tools, personalised recommendations and interactive maps that agents can use to inspire and convert clients and make it easier to help connect from US gateways to regional areas.
It includes destinations, experiences, America250 info, road trip itineraries and major events.
The conversational AI tool, powered by Mindtrip technology, features prompts to plan the perfect itinerary, plus the ‘Create a trip’ option allows you to plug in a few specifics, spitting out a detailed daily itinerary super quickly, saving you time and energy.
Throughout the year, advisors will also find new attractions, hotel openings and destination experiences added to the website.
Brand USA President & CEO Fred Dixon said: “With ‘America the Beautiful’, we’re delivering a fresh invitation to explore the USA in new and exciting ways.”
“As we look ahead to 2026 and the decade of mega events on the horizon, we remain laser-focused on maximising international tourism opportunities to drive economic impact and job growth while inviting the world to celebrate 250 years of America the Beautiful.”
During the current government shutdown, Brand USA reports that essential travel services are operating normally with minor delays at airport security and customs and some flight delays at certain locations. See what’s open here.
For more info, head to americathebeautiful.com
