By MICHAEL BAGINSKI/ Brand USA, the destination marketing organization for the United States, has launched a new initiative to encourage travel to the country while at the same combatting “misperceptions” that may give potential visitors pause.
Launched last week at the IPW travel trade show in Fort Lauderdale, the “Get Facts. Get Going.” Initiative establishes a single source, always-on repository of information for international travellers that provides real-time data on visa and entry policies, fees, and more.
Part of the organization’s expanded ‘America the Beautiful’ flagship brand platform, the Get Facts program comes at a “necessary moment” when “misperceptions about visa requirements, entry procedures, fees such as visa integrity and national park pricing, and screening policies have created confusion among some international travellers – and until now, no single easy-to-use resource has brought this information together in one place,” says Brand USA.
With the by-line “Travel with Confidence to the USA,” the initiative addresses a range of misperceptions circulating on social media and in international markets, including outdated or incomplete information.
“In each case, the facts tell a far more welcoming story than what travellers are hearing,” says Brand USA.
The program will be communicated to international audiences through paid media in key global markets; real-time content delivered through global distribution systems; direct travel trade engagement through Brand USA’s agent training USA Discovery Program; and testimonials through the organization’s Visiting Journalists Program. For more, go to www.visittheusa.com/entry .
Global entry
As an extension of its efforts, Brand USA notes it has an ongoing partnership with U.S. Customs and Border Protection to facilitate and expand Global Entry sign-ups in international markets (including the Nexus program in Canada).
“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 said. “We want to bring that reality to the forefront… so visitors can travel with confidence to the USA.”
American Originals
At the same time, Brand USA has introduced ‘American Originals,’ a new content and storytelling series spotlighting the people, places, and experiences that are uniquely American.
“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 travellers build their ultimate dream holiday,” said Dixon. “’American Originals’ highlights trends like set-jetting, culinary travel, live entertainment, and more, and kicks off with spotlights on Monument Valley, Memphis, Texas, and New York City.”
The content can be viewed at https://www.visittheusa.com/american-originals/ .
Taken together, the initiatives serve “a distinct and equally important role,” says the organization: “’America the Beautiful’ inspires. ‘American Originals’ fuels consideration. And, ‘Get Facts. Get Going.’ aids conversion by dispelling perceived logistical barriers.”
The new programs come as the US is readying to host significant major events beginning next month, including the FIFA World Cup, America’s 250th anniversary, and the Route 66 Centennial.
Brand Ambassador program
In other news, Brand USA is expanding its travel trade Ambassador Program in 2026, bringing the initiative to Canada for the first time as part of a major international rollout. Building on proven success, the program will scale across Brand USA’s key markets with a goal of appointing 250 travel trade ambassadors by July 4, in alignment with America250 – the United States’ 250th anniversary. (Alas, applications for the Canada cohort for this year are now closed).
“Travel advisors are one of the most powerful drivers of international visitation, and their influence extends well beyond individual bookings,” said Malcolm Smith, Sr. VP Global Markets & Chief Trade and Product Development Officer at Brand USA.
“Through the expanded Brand USA Global Ambassador Program, we’re investing in a network of highly engaged experts who can amplify U.S. destination knowledge within their markets. As a platform designed to connect the travel trade and inspire new USA specialists, it strengthens engagement and supports sustained inbound growth to the United States as part of our broader international strategy during America250.”
The program was first piloted in Australia and New Zealand in 2025, where it brought together 12 travel advisors to form the inaugural cohort of Brand USA Ambassadors.
Positioned as a platform for engaged travel advisors, the program is designed for individuals who are passionate about the USA and eager to deepen their expertise, share knowledge, and play a more active role in industry conversations.
For more information about USA travel resources, go to VisitTheUSA.com/Travel-Trade.
If you enjoyed or found this story useful, we’d appreciate if you would forward it to a colleague or friend who may also enjoy it. If, on the other hand, a friend shared it with you, welcome! You can get all the latest travel news and reviews from Travel Industry by simply clicking HERE.