"If you are reading this from outside the U.S., you may have already seen the videos. Clouds rolling over the Grand Canyon. Kids screaming down roller coasters. Snowboarders gliding through white forests. America's latest tourism campaign, "America the Beautiful," is out, and it is selling the American dream. But will tourists buy it? According to a May 2025 report from the World Travel and Tourism Council,"
"international visitor spending to the U.S. is projected to fall to just under $169 billion in 2025, down from $181 billion in 2024. Even in 2024, 90% of all tourism spending came from domestic travel, while international travel dipped from many of the country's key source markets, including the U.K, Germany, South Korea, Spain, Ireland, and the Dominican Republic. The country's national tourism marketing agency, Brand USA, developed "America the Beautiful" to rebuild confidence in these shrinking markets."
International visitor spending to the U.S. is projected to fall to just under $169 billion in 2025, down from $181 billion in 2024. Ninety percent of 2024 tourism spending came from domestic travel. International travel dipped from key source markets including the U.K., Germany, South Korea, Spain, Ireland, and the Dominican Republic. Brand USA developed 'America the Beautiful' to rebuild confidence in those shrinking markets by evoking the outdoors, road trips, and patriotic nostalgia tied to an 1890s poem. The campaign launched in October after Trump's 'Big Beautiful Bill' tax and spending law slashed Brand USA's federal funding by around 80%, prompting layoffs and the shutdown of GoUSATV.
Read at Fast Company
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