Brand USA has unveiled a new tourism campaign titled ‘America, the Beautiful’ which places a strong emphasis on human-to-human connections, and the USA’s unique experiences.

The US Travel Association has highlighted its commitment to the industry and inbound travellers to the United States through its creation of the Commission on Seamless and Secure Travel. The Commission was established, in part, to tackle a range of inefficiencies with visa and customs processing times and baggage rescreening on entry to the United States, viewed as major pain points for international travellers.