Brand USA has announced two new initiatives designed to combat misperceptions about travelling to the United States and inspire international visitation ahead of a milestone year for US tourism.
Fred Dixon, Brand USA President and CEO, said the expanded platform was designed to make international visitors feel warmly welcomed.
“We want international visitors to know that we are open for business and warmly welcome them,” Mr Dixon said.
The first initiative, Get Facts. Get Going., provides a single source of real-time information on US visa requirements, entry procedures and fees, directly addressing confusion circulating on social media and in international markets. The resource is available at visittheusa.com/entry and will be continuously updated through paid media, travel trade engagement and a partnership with US Customs and Border Protection to expand Global Entry sign-ups.
The second initiative, American Originals, is a new content and storytelling series spotlighting the people, places and traditions that have influenced the world and are unique to the USA. The series launches with spotlights on Monument Valley, Memphis, Texas and New York City, and serves as a celebration of America’s 250th anniversary.
Both initiatives sit under Brand USA’s existing America the Beautiful platform, which monthly surveys show positively influences more than seven in 10 respondents’ interest in visiting the United States.
The announcements come as the USA prepares to host the FIFA World Cup next month, America’s 250th anniversary celebrations and the Route 66 Centennial.
