Ahead of Major 2026 Global Events, Brand USA Launches America the Beautiful Campaign in India and Unveils New Global Ambassador Program to Drive Travel Demand
Brand USA, the destination marketing organization for the United States, today announced the successful completion of Brand USA Travel Week India. Taking place in Bengaluru from January 19–22, the event formally integrated the United States’ second-largest overseas source market into Brand USA’s global Travel Week platform, strengthening its long-standing trade and media engagement in India through a unified, elevated framework.
“India is a priority growth market and a major contributor to U.S. visitation, making it a natural choice for expansion,” said Fred Dixon, President and CEO of Brand USA. “India now ranks second worldwide in total visitor spending, with Indian travelers contributing $24.4 billion to the U.S. economy in 2024 alone. This expanded platform reflects the scale and importance of the market, bringing U.S. destinations together with in-market partners to deepen collaboration, develop relevant travel products, and broaden distribution as we continue to grow visitation.”
India’s role in U.S. inbound travel continues to strengthen. In 2024, Indian travelers represented 6 percent of overseas arrivals to the United States—excluding Canada and Mexico—up from 4 percent in 2019. Visitor numbers exceeded 2 million in 2025 for the second consecutive year, remaining approximately 40 percent above pre-pandemic levels. Looking ahead, arrivals from India are projected to reach 2.3 million by 2028, reinforcing the market’s long-term significance for visitation, spending, and economic impact across U.S. destinations.
America the Beautiful Launches in India
Brand USA Travel Week India also supported the organization’s integrated global marketing strategy, including the rollout of the new America the Beautiful campaign. Initially introduced during Brand USA Travel Week U.K. & Europe, the campaign is now live in India, one of nine priority international markets identified through data-led analysis of travel intent and consumer sentiment.
Running across connected TV, digital, social, and out-of-home platforms, America the Beautiful invites Indian travelers to explore the people, places, and stories that define the United States, emphasizing emotional resonance and authentic, experience-driven travel.
“As we continue to expand our footprint in India, America the Beautiful serves as a compelling platform to inspire travel and convert interest into bookings,” said Leah Chandler, Chief Marketing Officer of Brand USA. “Indian travelers are increasingly drawn to meaningful, multi-generational, and experience-focused journeys, and this campaign speaks directly to those aspirations.”
Global Ambassador Program Launching March 2026
During the event, Brand USA also previewed upcoming initiatives designed to support sustained growth in key international markets, including the introduction of the Global Ambassador Program. In alignment with America’s 250th anniversary, the program will engage 250 travel trade ambassadors worldwide, with outreach beginning across priority markets ahead of applications opening on March 1, 2026.
“Brand USA is excited to introduce the Brand USA Ambassador Program in India, empowering passionate travel trade professionals to serve as champions of U.S. travel and culture,” said Malcolm Smith, Senior Vice President, Global Markets and Chief Trade and Product Development Officer at Brand USA. “This initiative brings industry leaders together to collaborate with Brand USA, elevate travel experiences for Indian outbound travelers, and recognize up to 250 outstanding travel trade professionals globally as part of America’s 250th anniversary celebrations. More details will follow, and applications will officially open on March 1.”
Strengthening Trade and Media Engagement
Brand USA Travel Week India convened nearly 75 U.S. destination partners alongside leading travel trade representatives, media, and senior decision-makers from across India. U.S. participants connected with more than 90 travel trade professionals and 30 travel and lifestyle journalists through dedicated Trade, Media, and C-Suite programs, supported by targeted one-to-one meetings and educational sessions.
What’s New Across the United States
The event comes at a pivotal time as the United States prepares for a landmark year in 2026, driven by global events such as the FIFA World Cup, America’s 250th anniversary, and the Route 66 centennial, alongside a robust pipeline of new attractions and destination developments nationwide. From major museum openings and waterfront revitalization to new theme park experiences, expanded rail journeys, and milestone anniversaries, Brand USA continues to spotlight what’s new across the country. The latest America the Beautiful release further highlights family-friendly experiences tailored to multi-generational travelers.
Following successful programs in the U.K. & Europe and India, Brand USA Travel Week remains a cornerstone of the organization’s global engagement strategy, with South America set to launch in March.
