Brand USA has announced a major expansion of its America the Beautiful brand platform, launching two new initiatives aimed at strengthening international travel demand and addressing confusion around entry requirements for visitors to the United States.
Announced by Brand USA President and CEO Fred Dixon during IPW in Fort Lauderdale and IMEX in Frankfurt, the new initiatives include Get Facts. Get Going., an always-on information resource covering visa and entry policies, fees and screening requirements, and American Originals, a new storytelling series highlighting people, places and experiences that are distinctively American.
The launch comes as the USA prepares for a significant period of international visibility, including the FIFA World Cup 2026, America’s 250th anniversary, and the Route 66 Centennial. Brand USA said the expanded platform is designed to inspire visitation while helping international travellers make better-informed decisions before departure.
“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,” 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.”
For the travel trade, Get Facts. Get Going. is likely to be the most practical of the two initiatives, offering a centralised source of information for advisors and travellers seeking clarity around USA entry processes. Brand USA said the platform has been created in response to misperceptions around visas, entry requirements, fees and screening policies, with plain-language answers linked to authoritative US Government sources.
The official Visit The USA visa and entry resource includes guidance on whether travellers require a visa, Visa Waiver Programme eligibility, ESTA requirements, visitor visa categories and border entry processes. It also directs users to official US Government tools such as the Department of State’s Visa Wizard and Customs and Border Protection guidance.
Dixon said improvements such as Mobile Passport Control and expanded trusted traveller programmes, including Global Entry, were helping to make the arrival process more seamless. Brand USA also said it has an ongoing partnership with US Customs and Border Protection to support Global Entry sign-ups in international markets.
Alongside the practical entry-focused messaging, American Originals has been developed to drive inspiration and consideration. The series celebrates the USA’s cultural influence through stories connected to film, music, food and performing arts, with content highlighting destinations and themes such as Monument Valley, Texas barbecue, rock and roll and Broadway.
Brand USA said the expanded platform also creates new opportunities for destination and corporate partner integrations, including with partners such as South Dakota, Alabama and Hilton. These integrations are designed to improve reach, targeting and visibility across the broader America the Beautiful campaign ecosystem.