As the United States prepares for one of the most significant tourism years in its history, Brand USA has launched a series of new initiatives aimed at strengthening international visitor confidence, increasing travel demand, and capitalising on the global spotlight generated by the FIFA World Cup 2026, America’s 250th anniversary celebrations and the Route 66 Centennial.

Announced during the U.S. Travel Association’s IPW in Fort Lauderdale and IMEX Frankfurt, the latest programmes mark a major expansion of Brand USA’s flagship “America the Beautiful” platform. The strategy reflects a broader effort to counter travel-related misconceptions, enhance destination storytelling and position the United States as a welcoming and accessible destination for both leisure and business travellers.

New Steps Taken by Brand USA

At the centre of the latest announcements are two new initiatives: “Get Facts. Get Going.” and “American Originals.” Together, they form a three-tier ecosystem designed to inspire travellers, build confidence and ultimately convert travel intent into bookings.

Tackling Travel Misconceptions Through “Get Facts. Get Going.”

One of the most significant challenges facing inbound travel to the United States has been the spread of misinformation and confusion regarding visa procedures, entry requirements, fees and border policies.

To address this, Brand USA has launched “Get Facts. Get Going.”, an always-on information platform designed to provide international travellers with accurate, real-time guidance on entry procedures and travel requirements.

The initiative consolidates information on visa processes, trusted traveller programmes, entry screening procedures and other travel-related regulations into a single source. According to Brand USA President and CEO Fred Dixon, the campaign aims to address concerns that have circulated widely across social media and international markets, often based on outdated or incomplete information.

“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. “With our expanded platform, we are introducing American Originals, which spotlights the people and places who originated the styles, sounds, and tastes the world loves while Get Facts. Get Going. serves as a single source of information to address misperceptions head-on. We want international visitors to know that we are open for business and warmly welcome them.”

The programme will be supported through international marketing campaigns, travel trade engagement, content distribution systems and Brand USA’s travel agent training platform, helping travel advisors better guide clients considering trips to the United States.

Brand USA is also continuing its collaboration with U.S. Customs and Border Protection to promote programmes such as Global Entry and Mobile Passport Control, both of which are intended to streamline arrivals for international visitors.

Showcasing Authentic America Through “American Originals”

Complementing the information-focused initiative is American Originals, a new storytelling platform that highlights uniquely American destinations, cultures and experiences. The content series focuses on the people, places and traditions that have shaped global culture, from music and cuisine to entertainment and iconic landscapes. The initial destinations featured include Monument Valley, Memphis, Texas and New York City.

The initiative aligns closely with emerging travel trends such as set-jetting, culinary tourism and experiential travel. It also serves as a precursor to the United States’ 250th anniversary celebrations in 2026, positioning authentic cultural experiences as a key driver of international visitation.

For destination marketing organisations, tourism boards and hospitality stakeholders, the programme offers new partnership and promotional opportunities within Brand USA’s global marketing ecosystem.

Summer Domestic Travel Faces Pressure From Rising Prices

Brand USA’s international tourism push comes at a time when domestic travel patterns across the United States are facing increasing economic pressures.  Higher accommodation rates, elevated airfares in several markets, increased dining costs and broader inflationary pressures are influencing travel decisions for American consumers heading into the summer season.

While overall travel demand remains resilient, many travellers are reportedly shortening trip durations, booking closer to departure dates and seeking value-focused destinations. Industry analysts note that travellers continue to prioritise experiences despite tighter household budgets, but spending behaviour is becoming more selective.

For tourism destinations and hospitality operators, this creates an opportunity to further target high-spending international visitors who often stay longer and contribute significantly to local economies through accommodation, dining, shopping and attractions.

Brand USA’s latest campaigns therefore arrive at a strategically important moment, helping diversify visitor demand beyond the domestic market while reinforcing the country's appeal to international audiences.

Brand USA Doubles Down on FIFA World Cup 2026 Opportunities

With the FIFA World Cup 2026 set to begin in June, Brand USA is placing significant emphasis on leveraging the tournament as a catalyst for broader tourism growth.

The organisation recently unveiled an extensive programme of fan experiences across host cities and surrounding destinations, encouraging visitors to explore beyond match venues and extend their stays throughout the country.

Turning Football Fans into Travellers

Rather than focusing solely on stadium attendance, Brand USA is promoting a wide range of cultural, entertainment and community experiences linked to the tournament. Across host destinations including Atlanta, Boston, Dallas, Houston, Kansas City, Los Angeles, Miami, New York/New Jersey, Philadelphia, San Francisco Bay Area and Seattle, visitors will find FIFA Fan Festivals, public viewing zones, cultural exhibitions, live music events, art installations and local culinary experiences.

The strategy is designed to encourage dispersal tourism, directing visitors into neighbourhoods, museums, cultural districts and secondary attractions that generate broader economic benefits.

For example:

• Los Angeles is promoting culinary trails and cultural programmes alongside fan zones.
• Miami will host football-themed museum exhibitions and arts programming.
• Seattle is introducing waterfront football experiences and Indigenous cultural events.
• Dallas and Houston are combining sports celebrations with museum exhibitions and public art initiatives.

Beyond the Host Cities

Brand USA is also highlighting opportunities in destinations serving as team base camps and training centres. Cities such as Nashville, Portland, Spokane, Frisco and Alexandria are preparing football-themed festivals, cultural celebrations and public viewing events aimed at attracting both domestic and international visitors throughout the tournament period.

According to Brand USA, the objective is to transform the FIFA World Cup from a sporting event into a nationwide travel experience that showcases the diversity of American destinations.

A Defining Year for U.S. Tourism

Brand USA’s latest announcements signal a coordinated effort to maximise tourism opportunities during what could become a defining period for the U.S. visitor economy. By combining practical traveller information through “Get Facts. Get Going.”, inspirational storytelling through “American Originals” and large-scale event activation around FIFA World Cup 2026, the organisation is creating a comprehensive framework designed to increase international arrivals and visitor spending.