The U.S. has seen a decline in inbound
international travel this year under the new presidential administration.
According to the U.S. Travel Fall 2025 report by the U.S. Travel Association, international visits to the U.S. are
projected at 67.9 million for the year, which would represent a 6.3% decrease from 2024’s total of 72.4 million. The U.S. Travel Association cited “significantly fewer visits from
Canada” as the primary contributor to the decrease.
With a simultaneous increase in outbound international travel, the group projects the travel trade deficit to reach $70 billion for
2025. Experts and local tourism officials cited the new administration’s “tariffs, immigration crackdown and repeated jabs about the U.S. acquiring Canada and Greenland” as
contributing factors, according to reporting by PBS.
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At the same time, the U.S. Travel Association projects 3.7% growth in inbound international travel for 2026, a year in which the U.S. will
be the primary host for the 2026 FIFA World Cup, and the 250th anniversary of the Declaration of Independence.
That’s the backdrop for the launch of a campaign and brand platform by
Brand USA, the national destination marketing organization. “America The Beautiful” debuts with four
ads focusing on outdoor attractions, family travel, cultural attractions, and luxury travel, running in 30-second, 15-second, and 7-second iterations.
The campaign is rolling out across
connected TV, streaming, OOH, digital, and social media in nine priority markets: Argentina, Australia, Brazil, India, Ireland, Japan, Mexico, South Korea, and the U.K. These locations were chosen
were chosen based on “data-driven analysis of travel intent, economic trends, and consumer sentiment,” according to Brand USA.
The new campaign was designed as a shift in focus
“from product to people, reminding the world that what sets the U.S. apart is not just the places to visit, but the people to meet, and the stories, culture, and unique experiences shared along
the way,” according to a release.
An AmericaTheBeautiful.com hub designed using “AI-powered” travel platform Mindtrip, available
in eight languages, hub features an interactive map, “personalized recommendations,” and tools for building a travel itinerary.
Brand USA CMO Leah Chandler said in a statement that
the new platform balances “the power of place with the depth of human connection. Every element, from powerful creative storytelling to AI-powered planning tools, is designed to inspire
travelers to see America in new ways and to turn that inspiration into action,” she added. “We're not asking people to simply visit America; we're inviting them to feel it, taste it, and
carry home experiences that become core memories.”
According to Brand USA, the campaign was tested with consumer research across 10 global markets, which found the “America The
Beautiful” tagline resonated with travelers, with 72% responding positively and 67% of respondents reporting an increased desire to visit the U.S.
The “America The Beautiful”
campaign launch coincides with “Brand USA Travel Week U.K. & Europe,” and follows the publication of Brand USA’s “What’s New In The USA” update.