IPW 2025: Brand USA Unveils Ambitious Vision for U.S. Tourism
IPW 2025 has kicked off in Chicago and in an address during the opening press conference, Fred Dixon, President and CEO of Brand USA, outlined a bold and far-reaching vision for the future of American tourism, positioning the United States as a global magnet for travelers driven by deep emotional connections and once-in-a-lifetime experiences.
Dixon began by praising the efforts behind this year’s IPW and emphasized the economic might of the U.S. travel and tourism sector, which supports 15 million American jobs and sees international travelers spending nearly $700 million daily across the country. “This industry is a proud economic force,” Dixon said. “The desire to visit the United States remains incredibly strong. We are still one of the most aspirational long-haul destinations in the world.”
A Record Year and Expanding Air Access
In 2024 alone, Brand USA’s budget efforts generated $6 million in direct international visitation and an estimated $13 million in total economic impact, supporting nearly 80,000 jobs. Dixon noted that over the past 12 years, despite the challenges of the pandemic, Brand USA’s initiatives have driven more than $76 billion in economic results.
Looking ahead, air connectivity is booming. This year, the U.S. will benefit from 44 new nonstop routes from 26 countries, adding 1.6 million new airline seats into U.S. gateways. New services include Air France’s Paris-Orlando, Aer Lingus’ Dublin-Nashville, ZIPAIR’s Tokyo-Houston, and Copa Airlines’ Panama City-San Diego, among others.
Marquee Global Events Set to Elevate U.S. Tourism
The next decade, Dixon emphasized, presents a “once-in-a-generation opportunity” to showcase the United States on the global stage through an extraordinary lineup of marquee international events.
Already underway is the FIFA Club World Cup, setting the tone for the highly anticipated FIFA World Cup 2026, which will be hosted across 11 U.S. cities. Sports fans can also look forward to the Super Bowl 2026 in California, the World Baseball Classic taking place in Houston, Miami, and San Juan, and the Formula 1 Grand Prix (CGP) returning to New York City in 2026.
Further cementing the U.S. as a global sports hub are the LA28 Olympic and Paralympic Games in Los Angeles, as well as the Rugby World Cup, with the men’s tournament in 2031 and the women’s in 2033. A Winter Olympics in Salt Lake City is also being considered.
Beyond sports, the country will come together in 2026 for America 250, a historic celebration of the nation’s 250th anniversary, featuring nationwide commemorations and a tribute to the legendary Route 66, stretching from Chicago to Santa Monica.
New Campaign: America the Beautiful
In one of the most anticipated moments of the conference, Dixon unveiled Brand USA’s new global campaign, “America the Beautiful.” Rooted in emotional storytelling, the campaign goes beyond scenic postcards to focus on human connection, culture, and authentic experiences.
“This campaign taps into something deeper,” Dixon said. “People don’t just come to see America—they come to feel it, to live it, to connect with it.”
Launching in August, the campaign is modular and scalable, designed for seamless collaboration with partners and destinations. A new digital hub, AmericaTheBeautiful.com, will support the initiative with AI-powered content that helps international travelers discover curated itineraries, visa guidance, and travel inspiration in real time.
A Surge of Attractions and Cultural Experiences
Dixon also highlighted the explosion of new attractions and cultural landmarks across the United States, signaling a vibrant and evolving tourism landscape. In Orlando, Universal’s Epic Universe is making headlines as the largest theme park addition in the city in 25 years.
On the West Coast, Universal Studios Hollywood is set to debut a Fast & Furious-themed roller coaster, while Cedar Point in Ohio introduces Siren’s Curse, one of several new roller coaster innovations thrilling adventure seekers.
Cultural milestones are also in the spotlight, including the 100th anniversary of the Grand Ole Opry and the upcoming centennial of Mount Rushmore. Visitors can explore cutting-edge attractions like the new AI Museum in Los Angeles or experience the thrill of one of the longest zip lines in Tennessee.
Nature and heritage blend beautifully on the Adirondack Rail Trail in New York, and museums across the country are unveiling new exhibits, including notable updates at New York’s Metropolitan Museum of Art and Los Angeles’ Getty Villa.
Culinary and cultural diversity take center stage in new public markets in Portland and Madison, offering visitors a taste of local traditions through vibrant food stalls, artisan vendors, and community-driven experiences.
The modernization of Chicago O’Hare International Airport—including a new global terminal and satellite concourses—underscores the country’s investment in welcoming global travelers. Additionally, Brand USA is collaborating with the U.S. Department of Transportation to promote the Great American Road Trip Initiative, spotlighting over 250 points of interest along routes like Route 66.
“We are rallying around a shared vision,” Dixon stated. “With an unprecedented lineup of events, authentic experiences, and new infrastructure, we are ready to meet this moment with unity, creativity, and passion.”
