- Improving Traveler Intent: After a dip earlier in the year, the intent among international travelers to visit the U.S. is showing positive momentum, rising in May and June.
- Upward Revision in Forecasts: The inbound visitation forecast for 2025 has been revised upward, adding nearly one million visitors back into the projection.
- Resilience in Key Markets: While overall overseas visitation saw a slight dip, numbers from the top 20 international markets remain resilient, signaling strong, stable interest.
- New “America the Beautiful” Campaign: Brand USA is launching a new marketing campaign to inspire and attract high-value international travelers ahead of major upcoming global events.
The outlook for travel to the United States is shining brightly, with new data from Brand USA revealing a wonderful and growing interest from international visitors. A recent consumer sentiment study, conducted across 10 key global markets, shows that the intent to visit the U.S. is on a positive upward trend, signaling a renewed enthusiasm for American adventures. This is a fantastic sign of stabilizing expectations and a testament to the nation’s enduring appeal.
After a brief dip earlier in the year, the desire to travel to the U.S. has seen a modest but meaningful improvement, reaching 25% in June. This positive momentum is beautifully complemented by an upward revision in the official inbound visitation forecast from Tourism Economics, which has added nearly one million visitors back into its projections for 2025. This showcases the resilience of the U.S. travel market and the strong desire of global travelers to experience its diverse landscapes and vibrant culture.
To build on this energy, Brand USA is launching its inspiring new “America the Beautiful” campaign. This initiative is designed to be a rallying cry for the industry, using themes of Americana and nostalgia to connect with international audiences. As the U.S. prepares to host a series of iconic global events, this campaign is perfectly poised to entice high-value travelers and showcase the very best of what the country has to offer, heralding a bright future for American tourism.
