Brand USA Will Promote Tourism Growth in 2027

The tourism group will highlight milestone anniversaries and major openings to attract international visitors.

Updated on Sept. 29, 2026 in Travel — General

Screen-print poster illustration featuring a stylized icon of the continental United States, evoking a retro travel-promotional aesthetic. — Brand USA plans to leverage major cultural and sporting milestones throughout 2027 to boost international tourism interest in the United States. AI Illustration. Upload story photo >

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Brand USA is set to showcase a series of landmark events and expansions across the United States throughout 2027. This national campaign aims to generate international interest by highlighting significant openings and historic anniversaries.

Why it matters

Landmark openings and milestone anniversaries act as primary demand generators for international tourism. By promoting these specific events, the organization hopes to build travel momentum leading toward the 2028 Olympic Games in Los Angeles.

Major infrastructure and cultural investments include the $255 million Nature and Culture Museum of Wisconsin and the $75 million expansion of the Motown Museum in Detroit. Additionally, the Perry Center for Native American Art in Vermont will open as an 11,200-square-foot facility.

The players

Brand USA

This is the destination marketing organization for the United States that works to increase international visitation.

United Airlines

This major carrier is expanding its international network with new service between Okinawa and San Francisco in 2027.

American Airlines

This airline is set to launch new nonstop international flight paths into American cities including Philadelphia.

The details

The promotional strategy focuses on a wide array of cultural and sporting events, including the MLB All-Star Game in Chicago and the NFL Draft in Washington, D.C. These efforts are complemented by the launch of new international flight paths from airlines like United and American.

December 2026: PUBLIC West Hollywood is scheduled to open.
January 21-31, 2027: The Sundance Film Festival moves to Boulder, Colorado.
March 2027: United Airlines initiates Okinawa to San Francisco flight service.
April 29 - May 1, 2027: Washington, D.C. serves as the host for the NFL Draft.
May 2027: American Airlines begins new service between Vienna and Philadelphia.

Travel Outlook

This promotional push aligns with long-term tourism planning that seeks to capitalize on major events to drive sustained visitation. It marks a strategic departure from passive marketing by anchoring US travel momentum specifically to the upcoming LA28 Olympic Games.

Travelers should monitor new flight route announcements to identify potential cost savings on international airfare. Those planning domestic trips should be aware that major events like the NFL Draft and MLB All-Star Game will significantly increase local lodging demand.

The takeaway

The 2027 tourism landscape is defined by a shift toward high-profile cultural and sporting milestone events. Travelers can maximize their experiences by aligning vacation timing with these significant regional anniversaries and facility grand openings.