Brand USA presents 'America the Beautiful,' its new global tourism promotion campaign.

IPW, the largest and most important travel trade show in the United States, kicked off on Saturday, June 14th. In its 56th year, the host city is Chicago, which has hosted the event in 1971, 1998, and 2014. The official opening of the event took place on Sunday at the Field Museum with a celebration filled with history, art, and color.

A brunch was also held at Wrigley Field, home of the local Cubs baseball team. The event was attended by more than 500 journalists and influencers from around the world, as well as spokespersons from Brand USA, Choose Chicago, and the city's mayor, Brandon Johnson. During the event, there were speeches about tourism in the United States and the expectations of both the international and domestic markets regarding the fair.

More than 1,000 representatives from key organizations in the U.S. tourism industry are expected to participate in this edition, along with approximately 1,100 domestic and international buyers from more than 60 countries.

The event, which runs until June 18, is being held at the McCormick Place Convention Center. Attendees will be able to establish strategic alliances at pre-scheduled meetings and learn about the latest developments in North American destinations and attractions.

The closing ceremony will take place on June 18 at Navy Pier, where immersive experiences highlighting the city's history and culinary experiences will allow visitors to sample local flavors, while taking in panoramic views of the lakefront surrounding Chicago.

This Monday, Fred Dixon, CEO of Brand USA, the U.S. destination marketing organization and principal sponsor of IPW, kicked off the business meetings at his annual press conference and unveiled "America the Beautiful," the new global U.S. tourism promotion campaign.

Designed to highlight the best the country has to offer, this campaign seeks to encourage international travel to the United States beginning in 2025 and beyond.

“As we look to 2026 and beyond, we are proud to announce America the Beautiful, an ambitious and unprecedented global tourism campaign,” said Fred Dixon, president and CEO of Brand USA. “There has never been a better time to explore the beauty and energy of the United States, which remains the world’s most aspirational long-haul travel destination. With this campaign, we are sending a clear message: the U.S. is open to the world and ready to welcome legitimate international travelers. We are confident this initiative will spark renewed interest and strengthen ties with audiences around the world.”

'America the Beautiful' will launch in August as a platform designed to increase interest in travel to the United States and remind international visitors of the richness, warmth, and diversity of its destinations and people.

“Visitors come not just to see America, but to experience it—to connect with its people, explore its landscapes, and live its stories. America the Beautiful gives us a new way to tell those stories and invite the world to be a part of them ,” said Fred Dixon, president and CEO of Brand USA.

The campaign will feature a website, AmericaTheBeautiful.com, launching June 16th and combining artificial intelligence in partnership with Mindtrip, to help travelers personalize and enrich their experience .

“This campaign is a storytelling platform that offers the world a new way of seeing America,” said Leah Chandler, chief marketing officer of Brand USA. “ We appeal to nostalgia and curiosity, emotions that have always drawn travelers to our country . It’s also designed to scale and integrate, allowing our partners to collaborate, join in, and amplify our message around the world.”

As part of this strategy, Brand USA has also partnered with the U.S. Department of Transportation to promote The Great American Road Trip to international travelers, highlighting 250 tourist attractions across the country.

According to official figures, Brand USA's promotional initiatives generated 1.6 million additional international visitors , nearly $6 billion in additional tourism spending, and supported approximately 80,000 American jobs in 2024.

International travel intent to the U.S. has grown month over month in markets such as Japan, France, South Korea, and Canada. Mexico, meanwhile, reached its highest level of intent since January, while Canada showed improvements for the second consecutive month.

Regarding air connectivity, the sector continues to grow with more than 853,000 direct flights across 1,683 routes connecting 249 cities at 262 international airports with 84 airports in 74 cities in the United States.

Dixon also highlighted the importance of upcoming sporting events in the United States, including the FIFA World Cup in 2026, the 2028 Summer Olympic and Paralympic Games in Los Angeles , and the 2034 Winter Olympic Games in Salt Lake City.

The country continues to offer new experiences to travelers with the opening of new attractions, cultural venues, and unique adventures. Some highlights include:

ANGIE RODRÍGUEZ - TRAVEL EDITORIAL - @ANGS0614