The Hospitality Sales & Marketing Association International (HSMAI) has recognized Brand USA’s Senior Vice President of Innovation and Chief AI Officer, Janette Roush, as one of its “Top 25 Extraordinary Minds” for 2025, highlighting her pioneering contributions to the travel and tourism industry. This annual recognition, now in its 23rd year, celebrates outstanding leadership, creativity, and transformative impact across hospitality sales, marketing, revenue optimization, and distribution.
Roush will officially join the distinguished list of industry leaders during a special reception hosted by HSMAI at the New York Marriott Marquis on February 18, 2026. The event coincides with the HSMAI Adrian Awards Celebration, the premier global competition recognizing excellence in travel marketing campaigns.
“I’m thrilled to see Janette recognized by HSMAI as one of the ‘Top 25 Extraordinary Minds.’ Through her leadership, Brand USA is not only embracing innovation—we’re setting the pace globally. Her efforts are helping us leverage data and emerging technologies to deepen our understanding of traveler behavior and inspire visitation to the United States in more dynamic, personalized ways,” said Fred Dixon, president and CEO of Brand USA.
The 2025 selection process involved a rigorous review by senior industry executives, who evaluated nominees on key criteria including creativity, innovative campaigns, success in navigating challenges, and measurable contributions to growth and performance. Roush’s recognition reflects her ability to harness cutting-edge strategies and technology to achieve impactful results for Brand USA and the broader U.S. travel sector.
As Chief AI Officer and SVP of Innovation, Roush has been instrumental in integrating artificial intelligence into Brand USA’s marketing and operational strategies. Her work focuses on leveraging AI to optimize tourism promotion, enhance visitor engagement, and drive operational efficiencies across the organization. Through these initiatives, Roush has positioned Brand USA as a leader in adopting technological innovation to support U.S. tourism on a global scale.
“AI is reshaping how we connect people to places. I’m proud to help the U.S. tourism industry lead with innovation, not just catch up to it,” said Janette Roush, senior vice president, innovation and chief AI officer.
Before her tenure at Brand USA, Roush spent over two decades shaping marketing strategies in the entertainment sector, including leadership roles at Broadway.com and AKA, a global entertainment advertising firm. Her career has combined creative vision with analytical rigor, enabling successful campaigns that resonate with diverse audiences. Roush’s achievements extend beyond professional accolades; she is a two-time Ironman, a recognized LinkedIn Top Voice, and serves as an expert advisor for both European and U.S. cohorts of the “AI Opener for Destinations” program. In 2024, she was also honored as an Influential #Eventprof by Northstar Meetings Group.
HSMAI’s “Top 25 Extraordinary Minds” program not only honors outstanding professionals but also highlights the evolving landscape of hospitality, where innovation, adaptability, and technology play increasingly pivotal roles. Roush’s recognition underscores the importance of AI-driven solutions and forward-thinking leadership in shaping the future of travel marketing and destination promotion.
The February 18, 2026 reception will formally present Roush with a personalized award and feature her in a series of HSMAI spotlights. Beyond the ceremony, her inclusion in the “Top 25 Minds in Hospitality Sales, Marketing, Revenue Optimization, and Distribution” list ensures ongoing acknowledgment of her contributions and influence in the industry.
By combining technological expertise with a deep understanding of marketing dynamics, Roush exemplifies the caliber of leadership that HSMAI seeks to highlight through its annual list. Her recognition serves not only as a personal achievement but also as a benchmark for innovation, excellence, and forward-thinking strategies in hospitality and tourism worldwide.
The post Janette Roush Named One of HSMAI’s Top 25 Extraordinary Minds for Pioneering AI-Driven Strategies to Revolutionize U.S. Tourism Promotion appeared first on Travel And Tour World.
