IPW25, U.S. Travel Association’s leading international inbound travel tradeshow, has kicked off in Chicago on Monday 16 June with Brand USA’s media conference after the Press Brunch and Opening Night events, taking over the Field Museum with a Chicago House Part 2.0 theme.
More than 5,000 delegates, including nearly 1,800 travel buyers and media representatives, are in attendance this year with a contingent of around 30 from Australia and New Zealand.
Brand USA President & CEO Fred Dixon marked one year in the US top tourism role with the launch of a new global campaign that riffs on the song, America the Beautiful, and a new dedicated digital hub, while notably skipping the question portion of the presser.
U.S. Travel Association President & CEO Geoff Freeman also did not directly address the international press delegation, opting instead for one-on-one interviews with select media.
It’s an unusual decision given the current uncertainty about international travel intent from key global markets, including Australia, to the US.
State of (Brand) USA
Dixon thanked the international media for their support amid a US Senate committee proposal to cut the tourism organisation’s funding from USD$100 million to $20 million.
“I’m sure you have all heard the various conversations happening about our funding, and I want to extend our sincere thanks to the entire industry for their efforts to protect the future of our organisation,” he said.
“The outpouring of support that Brand USA has received has been remarkable, and we are proud to be part of what is a $2.9 trillion economic force – that is the size of the US travel and tourism industry’s economic impact, which supports 15 million American jobs.
“International travel, of course, is the most lucrative segment, with travellers from outside US, spending nearly $700 million each and every day in our country.
“And I’m always astounded every time I hear that number, while arrival numbers have fluctuated the past few months, our studies show that intent to visit remains very strong, and the USA continues to be the most aspirational long-haul destination in the world.
“And in this context, the work of Brand USA has never been more important, especially with the wealth of new product, experiences and events that are on offer,” he said.
New Brand USA global campaign
What Dixon did highlight is Brand USA’s aim to drive USD$26 million in future travel to the US, noting the US received 1.6 million incremental visits and USD 6 billion in incremental spending in FY24.
Brand USA will leverage an upcoming decade of marquee sporting, historic and cultural events with the new campaign and AI-powered platform, launching in August 2025, plus additional airlift to the US.
“As we set our sights on 2026 and beyond, we’re proud to announce ‘America the Beautiful’ — a bold and unprecedented global tourism campaign,” Dixon said.
“With this campaign, we’re sending a clear message: the USA is open for business and ready to welcome legitimate international travellers.
“We’re confident this effort will spark renewed interest and deepen connections with audiences around the world,” he said.
Brand USA launched its inaugural Australia and New Zealand Ambassador Panel of advisors earlier this year.
For more info, visit americathebeautiful.com
