Brand USA Launches New Tourism Campaign as Travel Recovery Stalls

At a time of political upheaval weighing on inbound tourism, Brand USA's new campaign aims to lift global enthusiasm for U.S. travel.

The U.S. tourism industry's marketing arm unveiled a new global campaign Monday, as political rhetoric, visa issuance delays, and travel bans have weighed on inbound U.S. tourism.

Brand USA unveiled its campaign, "America the Beautiful," at the U.S. Travel Association's IPW conference in Chicago. The ads, debuting in August, come as international visitor arrivals in May were only 86% of May 2019 levels.

The tourism industry argues that international visitors are crucial to the U.S. economy, typically spending more per trip than domestic travelers. Before the pandemic, i