Brand USA is fighting to keep the United States on travelers’ wish lists as international tourism faces a challenging backdrop of geopolitical tensions and concerns about America’s image.
Speaking at Brand USA Travel Week UK & Europe in Amsterdam, President and CEO Fred Dixon said international demand remains substantial despite the “volume challenges” facing US tourism.
Travelers from the UK and Europe spent more than $60 billion in the United States in 2025, generating more than $128 billion in economic impact Average spending reached $4,277 per visitor, excluding airfare.Some 8.5 million of Europeans -including the UK- have so far visited this year the U.S.A., underlining that the destination retains its appeal…
Dixon pointed to airline capacity as another sign that the US remains an important market, with 49 million nonstop seats and 379 nonstop routes scheduled between Europe and the United States.
Some of the new links includeDelta’s planned Paris-Austin service, Alaska Airlines’ Paris-Seattle route and United Airlines’ expansion from Toulouse to Washington DCand fromLjubljana, Luxembourg, Marseille, Valencia and Catania to Newark.
A challenge to create demand?
But Brand USA is clearly aware that air capacity alone will not create demand.
“Accessibility is only important if there is demand,” Dixon said.
The organization is using its AI trip planner onVisitTheUSA.comto track what European travelers want.Road trips currently dominate, accounting for around 40% of conversations, with national parks appearing frequently in itineraries. More than one-quarter also include cultural and historic sites.
Brand USA is simultaneously trying to tackle uncertainty around traveling to the US through its “Get Facts. Get Going.” initiative, providing information on entry and visa policies.
Brand USA seeks indeed to counter confusion and misperceptions surrounding travel to the US. Earlier this year, the organization said the campaign was intended to give international travelers the confidence to visit and provide a single
Meanwhile, Brand USA is very careful not to name the one who is probably the worst ambassador for currently promoting the United States: President Donald Trump, whose regular insults and the rogue ton used toward European leaders or Europeans are enough to torpedo any welcome and marketing campaigns that Brand USA or regional State offices can set up. At the event, some representatives of States or destinations admit it in veiled terms…
Leah Chandler expressed satisfaction about the positive effect of Brand USA campaign “America the Beautiful” (Photo: LC/Cleverdis)
Marketing America beyond the headlines
Brand USA Chief Marketing Officer Leah Chandler however highlighted on the stage that the “America the Beautiful” campaign continues to generate strong interest despite the difficult environment.
Campaign favorability has reached 84%, while 77% of audiences surveyed in Augustsaid the campaign positively influenced their interest in visiting the US. Chandler said this was the highest result recorded during 10 months of tracking.
But Brand USA is not simply repeating the same campaign. “We can’t stand still,” Chandler said.
The organization is developing new storytelling around American people, traditions and experiences, with Route 66 becoming a major showcase as the legendary highway approaches its centennial in November.
A new content initiative, “A Beautiful Detour,” will combine practical itineraries with stories from communities along Route 66 between Chicago and Santa Monica.
The objective is to turn a familiar American icon into a reason to travel beyond the obvious gateways.
Brand USA is also expandingits “American Originals” series, which has generated more than 197 million views with average viewing times of more than three minutes.
New episodes are being developed with destinations including Louisiana, Chicago and San Francisco, focusing on local personalities, food, traditions and experiences.
Chandler said the strategy is increasingly about showing travelers “something they haven’t seen before.”
That approach also extends to influencers and creators, with Brand USA continuing to use trusted third-party voices to tell the American story following the FIFA World Cup.
The Chief Marketing Officer said the consumer campaign would remain closely tied to the travel trade through the USA Discovery training program and Brand USA’s new global ambassador initiative. The organization aims to appoint 250 ambassadors in its inaugural year.
Meanwhile, Brand USA is expanding Travel Week beyond Europe, with programs planned for Canada, India and Latin America. Last but not still, all is set for the next Travel Week UK & Europe in 2027. The event will return to London in 2027, running October 18-21 at the expanded Olympia London.
