Brand USA is keen to highlight the country’s “lesser-known” destinations, encouraging UK luxury advisors to look beyond the icons as part of its newly launched marketing campaign, America The Beautiful.

“There is so much [luxury product] being developed within the country that Americans have [already] discovered, that we think international markets would appreciate,” Fred Dixon, chief executive officer at Brand USA, told TTG Luxury.

Dixon cites examples such as Blackberry Farm, a luxury retreat set on the foothills of Tennessee’s Great Smoky Mountains, and Alisal Ranch, a California hideaway that reimagines the classic dude ranch experience.

“Some of these are properties that no one knows about,” he said. He believes that these can be a great alternative to the country’s more well-known luxury properties, like The Plaza in New York or Amaingari in Utah.

At the heart of this push is America the Bespoke, the luxury vertical of America the Beautiful.

“America the Bespoke, our luxury vertical, is about curated experiences and luxury however you define it,” said Dixon, before adding: “Much of [the demand] wanted to have an immersion with one of our top chefs. There are so many opportunities.”

Addressing the recent decline in US inbound travel, Dixon remains optimistic: “News cycles are cyclical and the one thing that remains true is America is still beautiful.” He added that the campaign aims to reinforce why the United States continues to be regarded as “the most aspirational long-haul destination in the world.”

The UK, he notes, remains a key focus for Brand USA. “The UK is our largest overseas market, it always has been and I think always will be,” he said.

Dixon also emphasised that, despite the rising cost of travel, luxury in the US need not be unattainable. 

For the budget-conscious consumers, he recommends travelling off-peak, visiting lesser-known destinations, and booking well in advance.

Looking ahead, Dixon sees strong potential for showcasing even more high-end American experiences. “We always follow the planes – airlines know where the opportunities are,” he said.