Brand USA, the destination marketing organization for the United States, has unveiled a major new international marketing campaign titled ‘American Originals.’ The initiative aims to reignite international travel to the U.S. by showcasing the nation’s diverse culture, unique culinary scenes, and vibrant entertainment landscape. A key pillar of this new strategy is a significant focus on the booming trend of film tourism, also known as ‘set-jetting.’
Tapping into the ‘Set-Jetting’ Phenomenon
The ‘American Originals’ campaign is strategically designed to capitalize on the powerful influence of film and television on travel decisions. It will feature compelling travel-inspired stories and content that highlight destinations and cultural experiences made famous on screen. This move comes as data increasingly shows a direct correlation between on-screen representation and tourist arrivals.
The concept of ‘set-jetting’—where travelers visit locations featured in movies and TV series—is not new, but its influence has surged in the age of streaming. According to a 2023 report by Expedia, over two-thirds of global travelers have considered visiting a destination after seeing it in a show or movie. The same report found that 39% of travelers had actually booked a trip to a destination after seeing it on-screen. ‘American Originals’ seeks to directly convert this passive inspiration into active bookings by making it easier for potential visitors to connect their favorite on-screen moments with real-world travel itineraries.
A Strategic Push in a Post-Pandemic Landscape
The launch of this campaign is timed to accelerate the recovery of the U.S. international tourism sector. While domestic travel has rebounded strongly, international arrivals are still catching up. According to the U.S. National Travel and Tourism Office (NTTO), the United States welcomed 66.5 million international visitors in 2023. While this represents a significant 32% increase from 2022, it is still at approximately 84% of the 79.4 million visitors welcomed in pre-pandemic 2019.
By leveraging America’s globally recognized soft power in entertainment, Brand USA aims to close this gap and re-establish the U.S. as a top-of-mind destination for international travelers. The campaign will target key markets with content that goes beyond iconic landmarks, inviting visitors to experience the authentic stories and cultural fabric of the country.
Beyond the Silver Screen: A Broader Vision for U.S. Tourism
While film tourism is a central component, ‘American Originals’ has a broader scope. It celebrates the unique and authentic experiences that define the United States, from its diverse culinary traditions to its rich musical heritage and groundbreaking arts scenes.
This campaign also serves as a long-term strategic platform to build momentum ahead of several major international events hosted in the U.S. These include:
- The FIFA World Cup in 2026: Co-hosted across the U.S., Canada, and Mexico, this event is expected to draw millions of global visitors.
- The Route 66 Centennial in 2026: The 100th anniversary of the iconic “Mother Road” will be a major draw for road-trippers and cultural heritage enthusiasts.
- The 2028 Summer Olympics in Los Angeles: Another global spectacle that will place a spotlight on the country.
By building a strong narrative around America’s cultural offerings now, Brand USA aims to maximize the tourism impact of these milestone events, encouraging visitors to extend their stays and explore beyond the host cities.
Future Outlook and Potential Impact
The ‘American Originals’ campaign is poised to have a significant impact on the U.S. tourism economy. If successful, it could drive tourism to a wider range of destinations, including smaller towns and rural areas that have served as filming locations, thereby distributing economic benefits more broadly.
This focus on storytelling and cultural authenticity will also help the U.S. compete in a crowded global marketplace where travelers are increasingly seeking unique and meaningful experiences over generic sightseeing. By inviting the world to step into the stories they love, the United States is not just selling a destination; it’s offering an opportunity to be part of the narrative. For travelers, this means a new and exciting way to plan their next American adventure, inspired by the magic of the movies.
