Argentina Unite Mexico, Taiwan, New Zealand, Canada, Spain, Korea, Malaysia, Portugal, and Ireland in a Fierce Battle to Win U.S. Travelers: Who Will Conquer Your Next Vacation?

Published on December 3, 2025

In 2025, Argentina unites Mexico, Taiwan, New Zealand, Canada, Spain, Korea, Malaysia, Portugal, and Ireland in a fierce battle to win U.S. travelers. These countries are all vying for the attention of American tourists, each offering unique experiences that promise to make your next vacation unforgettable. From Europe’s rich cultural heritage to Asia’s cutting-edge travel technology, each nation is working tirelessly to conquer your travel dreams. Whether you’re looking for adventure, relaxation, or cultural immersion, these destinations have something for everyone. But who will conquer your next vacation? With their innovative campaigns and enticing perks, the competition is fierce. The question now is: which country will capture your attention and steal your heart? Stay tuned as we dive into how each destination is stepping up its game to make your next vacation the best one yet.

Brand USA: America the Beautiful Campaign

In October 2025, Brand USA launched its most ambitious tourism campaign yet, “America the Beautiful.” This campaign isn’t just about the famous landmarks of the United States; it’s about the people who make these places great. Brand USA aims to show that American communities are full of warmth, creativity, and spirit. The campaign will be featured on TV, streaming services, digital platforms, and social media. Along with exciting stories, it includes a brand-new website—AmericaTheBeautiful.com—that uses artificial intelligence to help travelers create personalized itineraries, maps, and road trips. Visitors can plan their dream U.S. vacation, whether it’s around major events like the 2026 FIFA World Cup or the nation’s 250th anniversary.

Why it works:

Brand USA taps into American pride, showcasing the country’s diverse culture, people, and landscapes. By focusing on personal connections and AI-driven itineraries, the campaign is leveraging modern technology and social trends to connect deeply with U.S. audiences. The inclusion of major events further appeals to sports and history lovers.

Britain: “Starring GREAT Britain”

VisitBritain kicked off 2025 with a campaign that feels like a Hollywood blockbuster. Directed by Oscar-winning filmmaker Tom Hooper, “Starring GREAT Britain” takes U.S. travelers through some of the most iconic movie locations in Britain. Imagine running through Stonehenge or sipping tea in London, all while feeling like you’re in your favorite movie. The campaign is designed to showcase Britain’s scenic spots, cultural hotspots, and iconic film locations. It taps into the fascination many American travelers have with British films, offering them the chance to walk in the footsteps of their favorite characters. To make it easy to visit these locations, the campaign has created a movie-location map, where travelers can plan their trips to film sets and share photos using #StarringGREATBritain.

Why it works:

Britain’s ‘Starring GREAT Britain’ campaign taps into American fascination with iconic films, offering immersive experiences at famous locations. It invites travelers to relive their favorite scenes, enhancing cultural exploration.

Mexico: Los Cabos – “Where the Land Ends, Your Story Begins”

On Mexico’s Baja California peninsula, Los Cabos Tourism Board rebranded itself with the slogan “Where the Land Ends, Your Story Begins.” The new 2025 campaign features stunning visuals of the Pacific Ocean and Sea of Cortez. It highlights the region’s luxurious resorts, whale watching, deep-sea fishing, and surfing. Los Cabos wants to show U.S. travelers that it’s not just about beautiful beaches; it’s about crafting a personal journey in one of the most awe-inspiring natural settings in the world. Whether seeking adventure or relaxation, Los Cabos promises a transformative experience for every visitor.

Why it works:

Los Cabos promotes both luxury and adventure, appealing to a wide variety of U.S. travelers. The new branding speaks to those seeking relaxation, as well as those looking for outdoor adventure, creating a well-rounded destination.

Argentina: “Freedom Lives Here”

Argentina’s new campaign, “Freedom Lives Here,” was launched in September 2025 and offers a taste of the country’s culture and landscapes. The messaging emphasizes personal freedom, open spaces, and Argentina’s rich cultural diversity. Argentina invites U.S. travelers to dance tango in Buenos Aires, ride horses across Patagonia, and explore its world-famous wines in Mendoza. The country is positioning itself as a place for free spirits who want to explore a new world full of opportunities. This campaign showcases Argentina’s stunning landscapes and vibrant festivals, making it feel like a journey of freedom and excitement.

Why it works:

Argentina’s focus on freedom and diversity taps into the modern traveler’s desire for both relaxation and adventure. It encourages U.S. travelers to break free from routine and embrace new experiences.

Taiwan: “#DanceToTaiwan”

In an exciting and unique campaign, Taiwan’s Tourism Administration launched “#DanceToTaiwan,” which merges pop culture with tourism. In the summer of 2025, influencers danced their way through Taiwan’s landmarks, promoting the island’s beauty and diversity. The challenge went viral with millions of digital impressions, and the Taiwan Tourism Administration even partnered with influencers like Fik-Shun, Vik White, and Lauren Gibson. The campaign invited U.S. travelers to join the fun, share their own dance videos, and win free flights to Taiwan. It also included offline events at major shopping malls and cultural festivals, giving visitors a chance to experience Taiwan’s inclusivity firsthand.

Why it works:

#DanceToTaiwan creatively merges travel with pop culture and digital media, making it highly relatable to younger, social-media-savvy U.S. travelers. The use of popular influencers further broadens the campaign’s appeal.

Taiwan: Times Square Lights Up with #PictureMeInTaiwan

In November 2025, Taiwan took its campaign to New York’s Times Square, with a massive 3D billboard showing travelers floating above Taiwan’s mountains and night markets. This “#PictureMeInTaiwan” campaign invited U.S. travelers to imagine themselves in Taiwan through eye-catching visuals. The campaign also included double-decker buses wrapped in tropical scenes and promotions for layover tours, offering transit passengers NT$600 vouchers and free lodging. This campaign celebrated the improved flight connections between the U.S. and Taiwan, with a bold visual presence in one of the world’s busiest locations.

Why it works:

This eye-catching campaign uses innovative visuals to engage and capture the attention of busy city-goers. Times Square, a hub for international tourism, is an ideal location for such a bold statement, ensuring the campaign reaches a global audience.

New Zealand: “Find Your 100% Pure Self”

Tourism New Zealand launched the “Find Your 100% Pure New Zealand” campaign in June 2025, aiming to connect U.S. travelers with the pure beauty of the island. The campaign focuses on New Zealand’s pristine nature and immersive experiences, from whale watching in Kaikōura to fine dining in Queenstown. New Zealand invites travelers to discover their “perfect self” by exploring the country’s natural wonders and rich cultural heritage. A digital Experience Planner helps visitors create personalized itineraries based on their interests, whether that’s outdoor adventure, food, or cinematic tourism. This campaign is all about finding a deeper connection to nature and culture.

Why it works:

The campaign emphasizes sustainability and personalization, appealing to travelers who want to connect deeply with nature and culture. The “100% Pure” tagline appeals to eco-conscious travelers seeking authenticity.

Canada: “Canada, Naturally”

Destination Canada launched its new “Canada, naturally.” campaign in May 2025, showcasing the country’s wild and natural beauty. From the majestic forests of British Columbia to the stunning beaches of Nova Scotia, Canada invites travelers to unplug and connect with nature. The campaign emphasizes authenticity, featuring unfiltered experiences captured on 35mm film to highlight the country’s raw, untouched beauty. With the support of Google Street View, travelers can preview the famous trails and drives across Canada, giving them a virtual tour of the country’s majestic landscapes before embarking on their adventure.

Why it works:

Canada’s focus on authenticity and natural beauty resonates with U.S. travelers seeking adventure and a deep connection with the wilderness. The use of modern technology, like Google Street View, ensures that visitors can explore and plan with ease.

Spain: “Think You Know Spain? Think Again”

Spain’s international campaign, “Think You Know Spain? Think Again,” launched in June 2025, promotes sustainable travel and encourages tourists to explore lesser-travelled cities and regions. The campaign focuses on slow travel and responsible tourism, spreading visitors throughout the year to avoid overtourism in popular spots. Spain is investing €30 million to market the campaign across 21 markets, including North America, Europe, and Latin America. It’s an invitation to Americans to slow down and explore hidden gems beyond the typical tourist spots like Madrid and Barcelona.

Why it works:

This campaign challenges travelers to rethink their perceptions of Spain. By promoting responsible travel, it encourages Americans to explore new regions and embrace slow, immersive travel experiences.

Korea: “Korea Now: All You Imagine”

The Korea Tourism Organization launched the “Korea Now: All You Imagine” campaign in May 2025, targeting U.S. and Canadian travelers with personalized content. Using AI-driven advertising, the campaign presents four distinct themes: K-Pop Heaven for music lovers, Taste The Real Korea for foodies, Magnificent Korea for history buffs, and Beyond Luxury Korea for those seeking luxury and wellness experiences. Travelers who participate in the Trip Planner survey are eligible for sweepstakes to win round-trip tickets to Korea. The campaign uses digital platforms to target a broad audience, giving visitors the opportunity to create their dream Korean itinerary.

Why it works:

By using AI, this campaign tailors experiences to individual preferences, ensuring a personal connection with travelers. It targets a wide range of interests, from K-pop to luxury travel, making it appealing to diverse U.S. audiences.

Malaysia: “The Malaysia Mix”

Malaysia’s tourism board reintroduced its North American campaign in December 2024 with “The Malaysia Mix,” targeting both U.S. and Canadian travelers. This digital-only campaign celebrates Malaysia’s diverse offerings, from its lush rainforests and world-class cuisine to its luxury resorts and vibrant culture. It invites travelers to explore Malaysia’s 13 states and discover over 200 dive sites, UNESCO World Heritage locations, and wildlife sanctuaries. The campaign is featured on social media platforms like Facebook, Instagram, and YouTube, with a soundtrack by New York musician Malik Abdul-Rahmaan.

Why it works:

The campaign promotes Malaysia as an immersive destination full of variety and culture. It appeals to U.S. travelers looking for adventure, luxury, and cultural experiences, all captured through compelling digital storytelling.

Portugal: “Portugal, an Unwritten Recipe”

On January 27, 2025, Turismo de Portugal launched “Portugal, an Unwritten Recipe,” a culinary-focused campaign. With a concept film and themed videos, this campaign promotes the authenticity, creativity, and sustainability of Portugal’s cuisine. Portugal is using this campaign to highlight its fresh ingredients and diverse food culture, inviting travelers to indulge in its rich culinary traditions. The campaign runs across digital platforms like Facebook, Instagram, YouTube, and Connected TV, targeting major markets, including the United States.

Why it works:

By focusing on food, a universal passion, this campaign invites U.S. travelers to experience Portugal’s culture through its gastronomy. It appeals to foodies looking for authentic, flavorful experiences.

Ireland: “Fill Your Heart with Ireland”

Tourism Ireland’s global campaign, “Fill Your Heart with Ireland,” runs through 2025, focusing on the emotional connection between visitors and the Irish people. The campaign stars popular actors like Sharon Horgan and the Derry Girls cast, who share what fills their hearts about Ireland. It highlights Ireland’s unique charm, from its friendly locals to its spectacular landscapes. Ads run on TV, cinema, online platforms, and social media, aiming to create one billion quality impressions by 2025.

Why it works:

Ireland’s campaign focuses on emotions and human connections, appealing to U.S. travelers who are looking for warmth, stories, and deep experiences in a friendly, welcoming environment.

Conclusion

In conclusion, the global tourism ad campaigns of 2025 are designed to capture the hearts and imaginations of U.S. travelers. These campaigns utilize a mix of traditional storytelling, digital innovation, and personalized content to attract tourists from the United States to destinations across the globe.