Brand USA has launched two new initiatives aimed at strengthening international traveler confidence and increasing inbound visitation to the U.S. ahead of several major global events that are expected to drive tourism demand over the next several years.
Announced this week during IPW in Fort Lauderdale and IMEX Frankfurt in Germany, the initiatives expand the organization’s existing America the Beautiful global tourism platform as the U.S. prepares to host large-scale international events, including the FIFA World Cup 2026, America’s 250th anniversary celebrations and the Route 66 Centennial.
Initiative Aims to Address International Traveler Concerns
The expanded strategy includes the launch of Get Facts. Get Going., a resource designed to provide travelers with updated information on U.S. visa requirements, entry procedures and travel policies. The second initiative, American Originals, is a new storytelling campaign highlighting destinations, cultural experiences and personalities tied to American travel experiences.
“In line with our mission to impact the U.S. economy through travel exports, we have an opportunity to further build traveler confidence and inspire visitation,” said Fred Dixon, Brand USA’s President and CEO, in a press statement. “We want international visitors to know that we are open for business and warmly welcome them.”
According to Brand USA, the Get Facts. Get Going. initiative is intended to serve as a centralized source for updated travel information for international visitors planning trips to the U.S. It will also operate as an ongoing global marketing and trade campaign supported through paid media, travel advisor engagement, distribution channels and Brand USA’s USA Discovery Program training platform.
Brand USA is also continuing its partnership with U.S. Customs and Border Protection to promote Global Entry enrollment and trusted traveler programs in international markets.
Brand USA Strengthens Global Marketing Push for U.S. Tourism
Meanwhile, American Originals will focus on destination storytelling tied to music, food, culture and experiences in the U.S. The campaign also aligns with upcoming America250 celebrations commemorating the nation’s 250th anniversary and is expected to continue through 2027 and beyond.
The announcement comes as U.S. destinations, hotels and meeting and tourism organizations prepare for increased international visitation connected to major sporting events, anniversaries and cultural milestones expected to generate significant economic impact across the travel sector.
