FORT LAUDERDALE — Brand USA has unveiled two new global initiatives aimed at boosting international visitation to the United States and addressing traveller concerns ahead of several major tourism milestones for the country.

Announced by Fred Dixon, President and CEO of Brand USA, during IPW in Fort Lauderdale this week, the initiatives expand the organization’s ‘America the Beautiful’ platform with the launch of ‘Get Facts. Get Going.’ and ‘American Originals’.

The new campaigns arrive as the U.S. prepares to host a series of high-profile events beginning next month, including the FIFA World Cup, America’s 250th anniversary and the Route 66 Centennial.

“In line with our mission to impact the U.S. economy through travel exports, we have an opportunity to further build traveller confidence and inspire visitation,” said Dixon. “We want international visitors to know that we are open for business and warmly welcome them.”

Brand USA said the new initiatives are designed to work together under a broader strategy to drive international demand for U.S. travel. Since launching globally last October, the ‘America the Beautiful’ campaign has served as the organization’s flagship platform promoting U.S. travel experiences to international audiences. According to Brand USA, monthly surveys indicate that more than seven in 10 respondents say the campaign positively influences their interest in visiting the United States.

‘GET FACTS. GET GOING’

The new ‘Get Facts. Get Going.’ initiative is intended to provide international travellers with a centralized source for up-to-date information on visa requirements, entry procedures, fees and border policies. Brand USA said the effort responds to growing confusion and misinformation circulating online and across international markets regarding travel to the U.S.

Operating under the tagline “Travel with Confidence to the USA,” the initiative includes paid media campaigns in global markets, travel trade engagement through Brand USA’s USA Discovery Program and real-time information distributed through global distribution systems. Brand USA is also continuing its partnership with U.S. Customs and Border Protection to expand Global Entry enrolment internationally.

To mark the launch, Brand Usa has released a full set of facts at visittheusa.com/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 said. “We want to bring that reality to the forefront alongside our new resource, ‘Get Facts. Get Going.’ so visitors can travel with confidence to the USA.”

Seligman, Arizona, crossed by Route 66

AMERICAN ORIGINALS

Meanwhile, American Originals is a new storytelling and content series designed to highlight uniquely American destinations, traditions and cultural influences through travel-focused narratives.

“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. “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.”

Brand USA said the series also serves as part of the lead-up to America’s 250th anniversary celebrations and will continue expanding through 2027 and beyond.

The organization also noted that the expanded platform creates new partnership opportunities for destinations and travel brands, with current integrations including South Dakota, Alabama and Hilton.

To view American Originals, click here. 

Look for more coverage from IPW 2026 this week in Travelweek Daily.

Lead image caption: Fred Dixon, President and CEO of Brand USA, at IPW 2026 in Fort Lauderdale — CREDIT Annie Cicvaric