Brand USA Launches New Global Marketing Campaigns to Provide Accurate US Entry Information and Stimulate Travel Demand

Brand USA, the official destination marketing organization for the United States, announced two new marketing initiatives aimed at further stimulating international travel demand to the U.S. The announcement was made on May 18 (U.S. local time) during IPW, the largest U.S. travel industry event, currently being held in Fort Lauderdale, Florida. As the U.S. prepares to host major events and milestones this year that are expected to influence travel demand, such as the 250th anniversary of the nation's founding, the FIFA World Cup, and the 100th anniversary of Route 66, these initiatives focus on areas considered top priorities for driving travel demand.

The two initiatives announced are "Get Facts. Get Going." and "American Originals," both positioned as extensions of the consumer-facing "America The Beautiful" campaign launched by Brand USA in October last year. The overview of each initiative is as follows:

"Get Facts. Get Going."

This initiative aims to ease traveler anxiety and encourage travel to the U.S. by correcting and eliminating misunderstandings and inaccurate information regarding visa application requirements and immigration procedures. The core of this effort is a new dedicated webpage, "Get Facts. Get Going." (visittheusa.com/get-facts-get-going/), launched on the official website, Visit The USA.com. Under the theme "Travel with Confidence to the USA," it consolidates entry-related information on a single platform, providing accurate, up-to-date official information in an easy-to-understand format for travelers. The page will continuously provide the latest information to help travelers confidently plan their trips to the U.S., including details on non-immigrant visa application processes and fees, guidance on social media account information disclosure during ESTA applications, the U.S. immigration flow, and fee revisions for international travelers at U.S. National Parks.

In addition to the dedicated webpage, entry-related information will be disseminated through multifaceted efforts, including digital advertising and social media in major overseas markets, seminars for the travel industry, training programs for travel agencies, and press tours for media personnel. Furthermore, in collaboration with U.S. Customs and Border Protection (CBP), Brand USA is working to promote enrollment in "Global Entry" in overseas markets. During IPW, CBP representatives will be stationed at the Brand USA booth to provide the latest information on the Trusted Traveler Program and answer questions from attendees.

"American Originals" Content Promotion

In commemoration of the 250th anniversary of the founding of the United States, Brand USA is launching a content promotion aimed at travelers, showcasing the appeal of various U.S. regions under the theme of the culture, traditions, and local stories that have shaped the country. The dedicated webpage (visittheusa.com/american-originals/), which forms the core of the promotion, will use documentary videos and feature articles, accompanied by interviews with locals, to share various stories that have shaped history, lands, people, cultural backgrounds, and the "American Spirit." This includes journeys tracing the footsteps of movie stars, the city where rock 'n' roll was born, and iconic American food cultures like Texas barbecue.

The page has already published videos such as one exploring the roots of American music culture—including rock 'n' roll, blues, and soul—while touring Memphis, the birthplace of rock 'n' roll. Other videos introduce the appeal of cinema and Navajo culture through Monument Valley, known as a setting for Westerns, and showcase the roots and evolution of authentic Texas barbecue.

Alongside video productions, the dedicated page features articles and itineraries tailored to various themes. Through itineraries such as touring iconic American landmarks that appeared on the silver screen, enjoying diverse barbecue cultures that evolved in each region, and experiencing world-class live entertainment like musicals and theater across the country, Brand USA is promoting the attractions of U.S. destinations like Monument Valley, Memphis, Texas, and New York City.

"American Originals" is part of the 250th anniversary commemorative project "Ameri