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If you are reading this from outside the U.S., you may have already seen the videos. Clouds rolling over the Grand Canyon. Kids screaming down roller coasters. Snowboarders gliding through white forests. America’s latest tourism campaign, America the Beautiful, is out, and it is selling the American dream. But will tourists buy it? According to a May 2025 report from the World Travel and Tourism Council, international visitor spending to the U.S. is projected to fall to just under $169 billion in 2025, down from $181 billion in 2024. Even in 2024, 90% of all tourism spending came from domestic travel, while international travel dipped from many of the countrys key source markets, including the U.K, Germany, South Korea, Spain, Ireland, and the Dominican Republic. The country’s national tourism marketing agency, Brand USA, developed “America the Beautiful” to rebuild confidence in these shrinking markets. The campaign glows with idealism and nostalgia for the great outdoors, the great American road trip, and majestic landscapes that pulse with life in spite of their sovereign’s attempts to turn large swaths of it over to fracking. By choosing a title that is associated with an 1890s poem that has become one of America’s most patriotic songs, Brand USA seems to want tourists to forget about the country’s present issues and travel back to a time, or a place, where patriotism didn’t so often manifest as nationalism. [Image: Brand USA] A campaign with high stakes “America the Beautiful,” first announced in June, launched on October 20months after Trump’s “Big Beautiful Bill” tax and spending law slashed Brand USA’s federal funding by a staggering 80%. (Travel lobbyists are now fighting with Congress to restore the budget.) The agency laid off 15% of its staff in September, and shut down its ad-supported streaming service GoUSATV, which promoted inbound tourism. By undercutting a national tourism marketing agency that promotes the U.S. internationally, Trump ostensibly flipped the finger to global visitors, reflecting, instead, his America-first priorities. But America needs international tourism. International visitors contributed just over $217 billion in revenue in 2019, supporting nearly 18 million jobs nationwide. The tourism sector more broadly is also a reliable driver of federal, state, and local tax revenue, contributing more than $585 billion annually. The stakes for “America the Beautiful” are high. [Image: Brand USA] The fall of the American Brand Next year will be a big year for the United States. Between America’s 250th anniversary, the 2026 World Cup that will take place across 11 U.S. cities, and the Route 66 centennial, the country is poised for celebration on many fronts. “America the Beautiful” was timed to boost tourism ahead of those big events. Brand USA partnered with AI-powered software Mindtrip, which offers interactive maps and custom itineraries. They also created various video spots highlighting “America the Brave” and “America the Big Hearted.” [Image: Brand USA] “We’re not asking people to simply visit America; we’re inviting them to feel it, taste it, and carry home experiences that become core memories, Leah Chandler, Brand USA’s chief marketing officer, said in a recent press release. What if not enough people don’t want what America has to offer? “My view is that advertising campaigns are useless at persuading people to change their minds about countries,” says Simon Anholt, a leading researcher and advisor on nation brands and national image. “You cant talk yourself out of an image that you behaved yourself into.” According to the 2025 Anholt Nation Brands Index, a systematic survey of international perceptions of countries, the United States has dropped out of the top ten for the first time in 19 years. After topping the index in both 2005 and 2016, the U.S. fell from 1st to 7th place following Trump’s election in 2016. After his re-election in 2025, the U.S. has dropped to what Anholt calls an “unprecedented” 14th place. (Japan and Germany remain at the top of the list.) The fall isn’t just about perception. Anholt says there is a “more than 80% correlation” between a countrys score in the Nation Brands Index and the amount of money it makes from tourism, foreign investment and trade. The exact breakdown remains unclear, “but its a certainty that when image declines, visits decline too,” he says. [Image: Brand USA] Politics or pleasure? Whether some tourists are able to separate the political from the pleasurable will depend on who you ask. For Tom Buncle, the former chief executive of the Scottish Tourist Board and a tourism consultant who helps destinations improve their global competitiveness, the U.S. remains an appealing destination despite geopolitical tensions. “Regardless of all the issues, California is still going to have amazing beaches, Arizona is going to have amazing deserts, Florida is going to have amazing surfing, Colorado is going to have great mountains,” he told me. “Politics aren’t going to change that.” Buncle agrees that many challenges are hard to ignore: Some tourists have said they are afraid to visit for fear of being turned away at the border. Others worry about visa restrictions and higher visa fees. “But as I keep saying, our countries, our cultures, our landscape is bigger than all of us,” says Buncle. “It’s been there for centuries, it’s going to outlast all of us.” Anholt is less optimistic. He brings up the “halo effect,” namely when people start to dislike a countrys policies so much that they unconsciously downgrade many other unconnected aspects of the country. If tourists still want to like America, they’ll overlook the bad stuff. If they no longer want to like America, they might pick another travel destination. “Once they’ve flipped, they tend to stay flipped,” he says. And if enough people stay flipped, he adds, it will be “the beginning of payback time for America First.” [Image: Brand USA] Repairing the image Brand USA, which declined an interview, is aware of the challenges. “So what’s our assignment? At this moment, the U.S. travel industry needs a rallying cry,” Leah Chandler told Travel Weekly in July. “We know that international audiences still love many things about the U.S. and are connected to the people through our culture and our stories. And while right now might not feel like it’s the right time for some, there are others who have the means and desire to visit the United States, and those people will prioritize a visit here.” As an American resident (admittedly, not the target demo) I can’t help but cringe at the tone-deafness of the campaign. On the one hand is an agency promoting “connection,” “boundless adventures,” and the kind of open-armed welcome that has made what America is today. On the other hand is a president who has willfully stoked violence, torpedoed America’s global standing, and slashed refugee allotment (unless they’re white). The dissonance is deafening, and it likely won’t be lost to those who get their news abroad. But perhaps there’s room for hope beyond the cynicism. “Yes, the global news is coming out with not a very pretty picture, but [there is value in] reminding people that the real USA is still there for them to visit to enjoy,” says Buncle. Even if reality is dark, shining a light on the brightest spots doesn’t have to be false advertising. It could be an attempt at repair. Americans deserve that.
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E-Commerce
A business owner I know tends to only hire people in their twenties, under the assumption they bring new life into his business: new ideas, new innovations, new skills. And hes sometimes right, especially in the specific. But in general? Science says his hiring approach is probably wrong. In a review of studies published by the National Bureau of Economic Research, researchers found that the age at which scientists and inventors reach their moment of “genius” is increasing: while the average age used to be younger, the majority now make their biggest contributions to their field after the age of 40. As the researchers write: This research consistently finds that performance peaks in middle age: the life-cycle begins with a training period in which major creative output is absent, followed by a rapid rise in output to a peak, often in the late 30s or 40s. The same is often true for entrepreneurs. A Journal of Business Venturing study found that the most successful entrepreneurs tend to be middle-aged, even in tech. In fact, a 60-year-old startup founder was three times more likely to launch a successful startup than a 30-year-old startup founder, and nearly twice as likely to launch a startup that landed in the top 0.1% of all companies in terms of revenue and profits. Why does scientific genius tend to occur later, rather than earlier? Sure, occasionally an apple will still fall off a tree to spark insight; Sir Isaac Newton was 23 when he developed his theory of gravity (as well as calculus, a subject my high school report card despised him for). But true mastery typically takes time. As the researchers write, The link between creativity and extant knowledge may depend not just on the acquisition of extant knowledge via training, but may depend on the nature and difficulty of the cognitive processes involved in drawing together and extending sets of extant knowledge. Or in non-researcher speak, its not enough to just know things; you have to know how those things fit within larger frameworks in order to make new connections and new breakthroughs. The same is true for entrepreneurs. While younger startup founders tend to be more tech savvy and less risk-averse, older startup founders benefit from greater experience, business skills, connections, and access to connections and capital. In a broader sense, its hard to develop a sound strategy, to make the endless number of tactical decisions required to build a business, or to be a good leader when you have limited experience. For entrepreneurs, being older isnt something to overcome. Experience is a genuine competitive advantage. And thats also true for new employees. Sure, younger workers tend to be more tech savvy. They may possess recent education more applicable to a rapidly changing industry. If you need specific skills, a younger job candidate may be the perfect fit. But if you need broader skills, or an interconnected set of skills like leadership, take a closer look at a more seasoned candidate. Younger or older, the person you hire should be the best person for the job, regardless of age. Thats why the real key is to identify the skills and attributes you need, and then focus on finding the best fit regardless of any preconceptions you might haveespecially if you assume older dogs cant be taught new tricks. Because contrary to popular belief, genius usually takes time to develop and emerge. After all: Steve Jobs may have been 21 when he cofounded Apple, but his most commercially successful innovations came when he was in his late 40s and early 50s. Jeff Haden This article originally appeared on Fast Companys sister publication, Inc. Inc. is the voice of the American entrepreneur. We inspire, inform, and document the most fascinating people in business: the risk-takers, the innovators, and the ultra-driven go-getters that represent the most dynamic force in the American economy.
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E-Commerce
Most people recognize that when youre answering email while walking your dog and listening in on a meeting, youre bound to lose effectiveness. Whether its that awkward silence when your boss asks for your input and you didnt hear itor you stepping in something not so pleasant because you didnt realize your dog had done his business right in front of you. The limitations of multitasking present themselves in an obvious fashion. But as a time management coach, Ive seen that its not just trying to do too many small things at once that can trip you up. I also see people dramatically reduce their effectiveness when they try to do too many large things at oncea tendency I like to call macrotasking. Macrotasking can look like remodeling your kitchen while switching jobs and also having a baby. Or it can look like redesigning your companys website while also launching a podcast and hiring for multiple key leadership positions. Its technically possible to do multiple large projects at once. But macrotasking can leave you in a state of paralysis because youre not quite sure where to start. And even if you do begin, you can end up with many projects that linger on for far too long because you dont have the focus to complete them. If you find yourself overwhelmed by all of your open endeavors personally and professionally, here are three steps to move forward more effectively and efficiently. Limit Your Starts The first key to effective macrotasking is limiting how many new projects you start at once. If you have a really large item, such as a remodel or launching a new product, avoid beginning other major projects at the exact same time. The initial phase of any project has a high startup cost of completing research, framing out what needs to happen, getting the right team in place, and making strategic decisions on direction. Most people can only do this effectively in one or two key areas at once. After the initial direction is set and you can potentially delegate out the ongoing work, then you can turn your attention to kicking off another major project. But trying to start three or more of these at once can backfire. It can either slow you down because you arent giving any one of the projects the attention they need, or it can cause you to make poor decisions because youre not giving yourself the space you need to be thoughtful. If the idea of limiting the number of projects youre starting is anxiety inducing, map out your projects over the coming quarter: In October, Ill launch the remodel, in November, Ill look into starting a podcast, and in December, Ill do strategic planning for a rebranding. Having a place to put your project ideas so you know when youll get to them can help with focusing on accomplishing whats in front of you now. Leave Space for Implementation Ideas are amazing. Strategic planning is great. But implementation is the only thing that truly leads to results. If other people are doing the majority of the work on projects, macrotasking can work when those projects are in the implementation phase. Youve set the direction, now others are executing and can move multiple workstreams forward concurrently. That being said, youll still need to leave space in your calendar to review the work and provide feedback. That might look like having weekly project meetings or blocking in recurring time to look at whatever has been sent to you and answer questions. If youre the primary person responsible for implementation, macrotasking will be more difficult. In my experience as a time management coach, I typically dont see people able to move along more than two to three large projects when they are the person doing the heavy lifting. If you find yourself in that situation, youll need to pace yourself. Each month, define what are the two or three projects that you can really move forward and focus on them. Then youll need to accept that the other projects may progress much more slowly, or might need to wait until an upcoming month to receive your attention at all. Bring Work to Closure By following the above two pieces of advice, you should be able to bring projects to completion on a consistent basis. But a tendency that Ive seen in macrotaskers is that they really enjoy starting things, but dont find it exciting to complete them. That can leave them with a multitude of almost-done projects that havent made it across the finish line. If you find yourself in that situation, you may need to create a rule for yourself that you cant start anything new until youve wrapped up some of the old items. Then pick a few close-to-completed projects to get your devoted attention. Most likely when you decide to do this, a myriad of ideas will pop into your mind of new things to do. Resist the urge to start on them and instead write them down on a list for future months. And if youre finding even with your best of intentions to focus on completion, youre still not getting projects completely done, get help. That could look like having a coworking session with a colleague where you commit to getting specific work done, partnering with a coach to hold you accountable or hiring more help. Theres no shame in needing support to get projects to closure. Macrotasking is possible with the right approach. By using these three strategies, you can get multiple large projects done without getting overwhelmed.
Category:
E-Commerce
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