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Get Facts. Get Going. (Know the Facts, Travel with Confidence) establishes a single source of information for international travelers; American Originals showcases the people and places that pioneered the styles, sounds, and flavors the world loves.
FORT LAUDERDALE, Florida and FRANKFURT, GermanyMay 20, 2026 /PRNewswire/ — Brand USA President and CEO Fred Dixon announced this week a major expansion of the organization’s America the Beautiful brand platform. Two new complementary initiatives expand the organization’s communications content: Get Facts. Get Going. is an ongoing effort to provide real-time information on visa and entry policies, fees, and more to dispel misconceptions; and the new content and narrative series American Originals, focusing on uniquely American people, places, and experiences.
A Sneak Peek Before You Travel
This week, these new initiatives will be unveiled at the IPW conference in Fort Lauderdale, Florida, focusing on leisure travel, and at the IMEX exhibition in Frankfurt, Germany, targeting international business events, highlighting the organization’s commitment to expanding international travel demand and driving tourism export growth to invigorate the U.S. economy and local communities. This announcement comes as the U.S. prepares to host several major events starting next month, including the FIFA World Cup, America’s 250th anniversary, and the Route 66 centennial.
Brand USA President and CEO Fred Dixon said: “Driven by our mission to boost the U.S. economy through tourism exports, we have an opportunity to further enhance traveler confidence and inspire visitation. With our expanded platform, we are launching American Originals, focusing on the people and places that pioneered the styles, sounds, and flavors the world loves. Meanwhile, Get Facts. Get Going. serves as a single source of information to dispel misconceptions. We want international travelers to know that we are ready to open our doors and warmly welcome them.”
The America the Beautiful Ecosystem
Since its global launch last October, America the Beautiful has been Brand USA’s flagship campaign and platform, inspiring international audiences. Monthly surveys show that over 70% of respondents say the campaign has positively impacted their interest in visiting the U.S.
Brand USA is building on this foundation by introducing two new initiatives, each playing a unique and equally important role. America the Beautiful inspires desire. American Originals boosts intent, and Get Facts. Get Going. alleviates travel concerns, driving final conversion.
Under the same data-driven strategic framework, Brand USA has also created new integration opportunities with its destination partners (such as South Dakota and Alabama) and corporate brands (like Hilton), with more collaborations to come. These new integrations aim to expand reach, improve target audience engagement efficiency, and enhance platform and partner visibility.
GET FACTS. GET GOING.
This expansion comes at a crucial time. Misconceptions about visa requirements, entry procedures, fees (such as the visa integrity fee and national park pricing), and screening policies have caused confusion among some international travelers—yet no single, easy-to-use resource has consolidated this information in one place. The initiative, under the slogan “Travel with Confidence to the USA,” aims to address a range of misconceptions circulating on social media and in international markets, including outdated or incomplete information. In every case, the facts are far more traveler-friendly than what is often heard. To seize the moment, Brand USA is releasing a full set of facts, available at visittheusa.com/entry.
Get Facts. Get Going. is a comprehensive marketing, communications, and trade action designed for long-term, ongoing operation, with continuous updates. It leverages paid media in key global markets to reach international audiences, delivers real-time content through global distribution systems, directly engages the travel industry via Brand USA’s agent training program, the USA Discovery Program, and collects word-of-mouth testimonials through its Visiting Journalists Program.
As part of these efforts, Brand USA is continuing its collaboration with U.S. Customs and Border Protection to promote and expand Global Entry enrollment in international markets. This week, U.S. Customs and Border Protection representatives will appear at the Brand USA booth at the IPW conference to answer questions on-site and provide updates on trusted traveler programs.
Dixon said: “Technological improvements, including expanded trusted traveler programs like Mobile Passport Control and Global Entry, are making the entry process smoother than ever. We want to bring this reality to the forefront alongside our new resource Get Facts. Get Going., so travelers can explore the U.S. with confidence.”
AMERICAN ORIGINALS
In addition to boosting travel confidence, Brand USA is also expanding its content landscape for telling American stories through the launch of American Originals.
Dixon said: “This new content series uses a travel journal-style narrative to focus on the people, places, and traditions that have influenced the world and are uniquely American, sparking exploration and helping travelers craft their ultimate dream vacations. American Originals will highlight popular trends such as film location travel, culinary tours, live entertainment, and more. The first batch of content focuses on Monument Valley, Memphis, Texas, and New York City.”
The series also serves as a tribute to America’s 250th anniversary, honoring this significant milestone by showcasing quintessentially American experiences, and will continue to expand into 2027 and beyond. Content can be viewed here.
For the latest updates on the organization, including the newest What’s New in the USA and America250 content, visit www.thebrandusa.com/press.
For more information about Brand USA, visit TheBrandUSA.com. For U.S. travel inspiration and trip planning resources, visit AmericatheBeautiful.com.
Editor’s Note
Brand USA’s press kit, including high-resolution photos, is available here.
About Brand USA
Brand USA’s mission is to drive economic growth and community prosperity across the U.S. by attracting high-impact international travelers through strategic marketing and travel policy communications.
Brand USA was established under the Travel Promotion Act, with no cost to U.S. taxpayers. This national destination marketing organization is funded through contributions from tourism offices, tourism brands, and other non-federal entities, matched with a portion of fees paid by international travelers through the Electronic System for Travel Authorization.
According to independent research by Tourism Economics, over the past 13 years, Brand USA has driven 11.3 million incremental international visitors, generating $38.1 billion in U.S. spending and a total economic impact of $82.9 billion, sustaining an average of over 40,000 jobs annually. These initiatives have generated nearly $11 billion in attributable tax revenue for federal, state, and local governments.
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