Brand USA has announced a major expansion of its flagship America the Beautiful global brand platform, unveiling two new initiatives designed to inspire, inform and convert international travellers. The announcement was made by Fred Dixon, President and CEO of Brand USA, during this week’s U.S. Travel Association IPW in Fort Lauderdale and at IMEX in Frankfurt.
The new initiatives—Get Facts. Get Going. and American Originals—reinforce Brand USA’s mission to grow inbound travel, increase travel exports and strengthen the economic impact of international visitation across U.S. communities. The expansion comes as the United States prepares to host major global milestones, including the FIFA World Cup, America’s 250th anniversary celebrations and the Route 66 Centennial.
“With our expanded platform, we are building traveller confidence while inspiring visitation. American Originals celebrates the people and places that shaped the styles, sounds and tastes the world loves, while Get Facts. Get Going. provides a single source of reliable travel information to address misperceptions head-on. We want international visitors to know the United States is open for business and warmly welcomes them,” said Dixon.
Since launching globally last October, America the Beautiful has served as Brand USA’s flagship campaign, with monthly research showing more than seven in ten respondents say the campaign positively influences their interest in visiting the United States.
The new initiatives strengthen the platform’s marketing funnel: America the Beautiful inspires, American Originals fuels consideration and Get Facts. Get Going. drives conversion by removing perceived travel barriers. The expanded ecosystem also unlocks new integrations with destination partners, including South Dakota and Alabama, alongside corporate collaborators such as Hilton.
Addressing confusion around visas, entry procedures and travel fees, Get Facts. Get Going. provides an always-on, regularly updated resource under the byline “Travel with Confidence to the USA.” The initiative counters outdated or incomplete information circulating in international markets by offering clear, accessible guidance via visittheusa.com/entry.
The programme will reach audiences through global paid media, real-time distribution systems, travel trade engagement and testimonials via Brand USA’s Visiting Journalists Programme. Brand USA is also working closely with U.S. Customs and Border Protection to expand awareness of trusted traveller programmes and streamline entry through innovations such as Mobile Passport Control and Global Entry.
Complementing this effort, American Originals launches a new storytelling series celebrating uniquely American experiences through travelogue-style content. The series debuts with features on Monument Valley, Memphis, Texas and New York City, spotlighting trends such as set-jetting, culinary travel and live entertainment.
Together, these initiatives signal Brand USA’s continued commitment to inspiring global travellers and strengthening the United States’ position as a leading international destination.