Brand USA has unveiled a new global tourism campaign. ‘America the Beautiful’, which will launch internationally, including in the UK, this August.
The campaign was unveiled at the IPW conference in Chicago this week by Brand USA President and CEO Fred Dixon (pictured), who 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.”
Brand USA added the campaign is designed to ‘reignite passion for US travel and remind global visitors of the richness, warmth, and diversity of US destinations and people’.
The launch comes two weeks after President Trump signed executive orders to ban tourists from 12 countries and restrict travel from seven more. He also warned other nationalities could be added to the list.
Despite reports about a potential ‘Trump slump’ in bookings, many agents who Travel Gossip spoke to last month backed up a recent report from Visit USA (UK), which stated bookings in the first quarter of the year have held steady, although some agents said they’d seen a drop in demand for the US.
The campaign will be supported by a dedicated digital hub, AmericaTheBeautiful.com, and will use AI to help create personalised trips. In addition, Brand USA has partnered with the US Department of Transportation to promote The Great American Road Trip, which features 250 points of interest across the country.
IPW is continuing this week, with more than 5,000 delegates from over 60 countries attending.
