Brand USA, the United States’ national tourism marketing organisation, has launched a new campaign aimed at giving international travellers clearer information on entry procedures, visa questions and other issues affecting confidence in travel to the country, AFAR reported.
The initiative, called “Get Facts. Get Going,” was unveiled during the IPW travel trade conference in Fort Lauderdale and is designed as an information platform for prospective visitors concerned about changing rules, online claims and uncertainty around entering the United States.
According to AFAR, the campaign comes as the United States prepares for a major year of events, including FIFA World Cup matches in 11 US cities, the 250th anniversary of American independence and the 100th anniversary of Route 66. However, the expected rise in international arrivals has not yet emerged. AFAR cited Cirium data showing summer 2026 bookings from Europe to the United States were down 15 percent year-on-year, while the World Travel & Tourism Council reported foreign visitor arrivals to the US fell 5.5 percent in 2025 despite growth in global travel.
Brand USA said the campaign was intended to address “outdated or incomplete information” circulating on social media and in overseas markets. AFAR reported that one area of concern is a proposed Department of Homeland Security and Customs and Border Protection rule that would require ESTA applicants to provide social media account details. The rule remains under review and is not yet in force.
The new VisitTheUSA.com entry information page tells travellers that international visitors remain welcome and outlines standard arrival steps, including passport review, questions about the trip and customs processing.
Brand USA also announced a content series titled “American Originals,” highlighting Memphis music, Texas barbecue, Monument Valley and Broadway in New York, as part of its broader marketing push before the 2026 anniversary year.
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