The new initiatives being announced this week at U.S. Travel Association’s IPW in Fort Lauderdale, Florida targeting leisure tourism, and at IMEX in Frankfurt, Germany targeting international business events — reflect the organization’s focus on growing international travel demand and boosting travel exports that impact the U.S. economy and communities. The announcement comes as the USA 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 USA has unveiled a major expansion of its “America the Beautiful” tourism platform with the launch of two new international initiatives aimed at strengthening traveller confidence and increasing inbound visitation to the United States ahead of a series of globally significant events.The new programmes — “Get Facts. Get Going.” and “American Originals” — were introduced by Fred Dixon during industry events in IPW 2026 in Florida and IMEX Frankfurt 2026 in Germany. Together, the initiatives form part of Brand USA’s broader strategy to stimulate international tourism demand, increase travel exports, and reinforce the United States’ position as one of the world’s leading travel destinations.The campaign expansion arrives at a pivotal time for the US tourism sector as the country prepares to host a succession of major international events, including the 2026 FIFA World Cup, celebrations surrounding America’s 250th anniversary, and the centennial of the historic Route 66.
New Focus on Traveller Confidence
At the centre of the expanded platform is “Get Facts. Get Going.”, an always-on global information initiative designed to counter misinformation and confusion surrounding US travel procedures, visa policies, entry requirements, and border processes.The programme aims to provide international travellers with a single reliable source of updated information through Brand USA’s official tourism portal under the campaign message “Travel with Confidence to the USA.”According to Brand USA, misinformation circulating through social media and outdated travel guidance has created uncertainty among some international visitors regarding visa procedures, fees, customs requirements, and screening protocols.The new initiative seeks to address these concerns directly through coordinated marketing campaigns, travel trade engagement, real-time information distribution, and educational outreach.“In line with our mission to impact the US economy through travel exports, we have an opportunity to further build traveller confidence and inspire visitation,” Dixon said.“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.”Brand USA said the initiative will remain continuously updated and integrated across paid international media campaigns, global distribution systems, travel advisor education programmes, and international journalist partnerships.The organisation is also working closely with U.S. Customs and Border Protection to promote awareness of trusted traveller programmes such as Global Entry and Mobile Passport Control, which are designed to streamline arrivals into the United States.“Technological improvements including Mobile Passport Control and expanded Trusted Traveller programmes like Global Entry are making the entry process more seamless than ever before,” Dixon added.
‘American Originals’ Showcases Authentic US Experiences
Alongside the factual information campaign, Brand USA also launched “American Originals,” a new storytelling and destination content series focused on uniquely American travel experiences, cultural heritage, music, cuisine, landscapes, and local communities.The travelogue-style campaign is designed to inspire aspirational travel while encouraging deeper exploration beyond traditional tourism gateways.The series highlights destinations and experiences that have shaped global culture, including music scenes, culinary traditions, road travel, entertainment, and iconic landscapes.Initial episodes feature destinations including Monument Valley, Memphis, Texas, and New York City.According to Brand USA, the initiative also reflects growing travel trends such as “set-jetting” tourism inspired by film and television, culinary exploration, live entertainment travel, and immersive cultural experiences.“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,” Dixon said.The campaign will continue through 2027 and beyond as part of wider celebrations linked to America’s 250th anniversary.
Integrated Tourism Growth Strategy
The expanded “America the Beautiful” platform reflects Brand USA’s increasingly data-driven international marketing approach, integrating destination partnerships, digital campaigns, and corporate collaborations into a unified tourism strategy.Since its launch in October 2025, Brand USA said the “America the Beautiful” campaign has generated strong engagement across international markets, with monthly surveys indicating that more than seven in ten respondents reported increased interest in visiting the United States after viewing the campaign.Brand USA has also strengthened collaborative marketing opportunities with destination partners including South Dakota and Alabama, alongside private-sector tourism brands such as Hilton.The organisation believes the expanded ecosystem will help improve campaign reach, enhance audience targeting, and strengthen international perception of the United States as an accessible, welcoming, and diverse travel destination.The latest initiatives also come as the US tourism sector intensifies efforts to fully restore long-haul international visitation and tourism spending following years of market volatility, geopolitical uncertainty, and shifting traveller sentiment.
