Brand USA's Bid to Reclaim Tourists with Facts and Folklore

FORT LAUDERDALE, Fla. – May 18, 2026 – As the United States stands on the cusp of a historic period for tourism, its national destination marketing organization is launching a sweeping new strategy to tackle two of the biggest hurdles in attracting international visitors: confusion and perception.

Brand USA this week unveiled a major expansion of its global “America the Beautiful” platform, rolling out two distinct initiatives designed to both reassure and inspire potential travelers. The announcement, made at major travel industry events in Florida and Germany, comes as the nation prepares to host the FIFA World Cup, celebrate its 250th anniversary, and mark the Route 66 Centennial, all beginning this year.

The dual initiatives, “Get Facts. Get Going.” and “American Originals,” represent a strategic pivot to address a complex post-pandemic travel landscape. One arm aims to be a definitive source of truth for complex entry procedures, while the other leans into authentic cultural storytelling to deepen the country's appeal beyond its famous landmarks.

"We want international visitors to know that we are open for business and warmly welcome them," said Fred Dixon, Brand USA's President and CEO, in the official announcement. The new platform, he explained, aims to build traveler confidence while spotlighting “the people and places who originated the styles, sounds, and tastes the world loves.”

Demystifying the Doorway

The “Get Facts. Get Going.” initiative is a direct response to a persistent headwind for U.S. tourism: a growing thicket of misperceptions around entry policies. Research and anecdotal evidence from travel forums show that many international visitors are deterred by confusion over visa requirements, the authority of border officials to search electronic devices, and the fine print of the Visa Waiver Program. Outdated information circulating on social media has only amplified these concerns, creating a perception of a difficult and unpredictable entry process.

To counter this, Brand USA has launched a centralized online resource at visittheusa.com/entry. The platform is designed to be an “always-on” hub, providing real-time, easy-to-understand information on everything from visa fees to the use of trusted traveler programs like Global Entry. The tagline, “Travel with Confidence to the USA,” encapsulates its core mission: to replace anxiety with assurance.

This effort acknowledges that in today's market, a simple invitation is not enough. The initiative will be backed by a multi-channel campaign involving paid media, direct engagement with travel agents, and content distributed through global travel systems. The organization is also deepening its partnership with U.S. Customs and Border Protection (CBP) to promote programs designed to streamline entry.

"Technological improvements including Mobile Passport Control and expanded Trusted Traveler programs like Global Entry are making the entry process more seamless than ever before," Dixon noted. "We want to bring that reality to the forefront."

Beyond Landmarks: Selling America's Soul

While one initiative tackles the logistical barriers, the other, “American Originals,” addresses the cultural ones. In a competitive global market where destinations from Australia to the UK are investing heavily in showcasing their unique character, Brand USA is moving to ensure America’s narrative is equally compelling and authentic.

“American Originals” is a new content series that shifts the focus from what to see to who to meet and what to experience. It's a collection of travelogue-style stories highlighting the people, places, and traditions that have shaped global culture. The series aims to tap into powerful travel trends like culinary tourism, live entertainment, and “set-jetting”—visiting locations from popular films and TV shows.

Initial spotlights feature the iconic landscapes of Monument Valley, the musical heritage of Memphis, the vast identity of Texas, and the cultural melting pot of New York City. This approach moves beyond a monolithic view of the country, instead presenting a mosaic of unique regional identities.

"This new content series features the people, places, and traditions that have influenced the world and are unique to the USA through travelogue-style narratives that ignite exploration and help travelers build their ultimate dream holiday,” said Dixon.

The series also serves as an early salute to America's 250th anniversary, but its planned continuation into 2027 and beyond signals a long-term commitment to a deeper, more nuanced form of cultural marketing.

The Multi-Billion Dollar Economic Engine

Underpinning this strategic overhaul is a powerful economic imperative. International tourism is a critical U.S. export, and Brand USA’s own data underscores its value. According to independent analysis by Tourism Economics, the organization’s marketing efforts in fiscal year 2024 generated 1.6 million incremental visits, $5.9 billion in visitor spending, and supported nearly 80,000 American jobs.

However, the recovery remains a work in progress. While the U.S. welcomed over 72 million visitors in 2024, that figure was still nearly 9% below the 2019 peak. Furthermore, recent data from March 2025 showed a concerning 14% dip in international visits compared to the prior year, highlighting the fragility of the rebound and the intensity of global competition.

The new initiatives are therefore a calculated investment to protect and grow this vital economic engine. By inspiring travel with “American Originals” and then converting that interest by removing barriers with “Get Facts. Get Going.”, Brand USA is building a comprehensive marketing funnel. This integrated approach, which includes partners like Hilton, South Dakota, and Alabama, is designed to improve efficiency and drive greater visibility for the entire U.S. tourism ecosystem.

The timing is critical, as the upcoming slate of major events presents a once-in-a-generation opportunity. A successful tourism strategy for the World Cup and America250 could inject tens of billions of dollars into the economy, but only if international fans and visitors feel confident and welcome enough to make the journey. This two-pronged strategy of logistical clarity and cultural storytelling represents the country's most ambitious effort yet to ensure the world not only wants to visit America, but finds the journey there welcoming and straightforward.