Within the framework of the most important tourism event in the country, IPW 2025, held in Chicago, Brand USA officially presented 'America the Beautiful', an ambitious global campaign that seeks to attract international travelers starting in 2025. The announcement was made by the organization's president and CEO, Fred Dixon, during a press conference before more than 500 journalists and industry representatives.
The campaign is designed to highlight the cultural diversity, the warmth of its people, and the natural wealth of the United States, with an emotional approach that seeks to attract visitors and "feel" the country beyond simply traveling through it. As part of its digital strategy, it will include a new online platform that was launched on June 16., which will integrate artificial intelligence developed in conjunction with Mindtrip, with the aim of personalizing travel experiences.
A collaboration with the Department of Transport was also announced to promote the Great American Road Trip, highlighting 250 tourist destinations accessible by road. The campaign coincides with sustained growth in international tourism in markets such as Mexico, France, Japan, and Canada, and a significant improvement in air connectivity, with more than 850,000 direct flights scheduled for 2024.
What can you find in the experience?
During the announcement, Brand USA also highlighted new attractions and cultural venues that enrich the country's offerings: from the future Universal Epic Universe in Orlando, to the Museum of BBQ in Kansas City, and Dataland, the first art museum powered by artificial intelligence in Los Angeles. These offerings seek to reinforce the message of innovation, diversity, and authenticity promoted by the campaign.
The 56th edition of IPW brought together more than 2,000 tourism industry professionals from over 60 countries. The city welcomed attendees with special events at iconic venues such as the Field Museum, Wrigley Field, and Navy Pier, where the closing ceremony will take place on June 18.
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