FORT LAUDERDALE -- Brand USA has launched an initiative within its "America the Beautiful" marketing campaign to clear up misconceptions about U.S. visa and entry policies, as well as other foreign tourist-related fees.
The initiative -- called "Get Facts. Get Going." -- includes a landing page on AmericatheBeautiful.com, and will be highlighted in paid advertising in key global markets for inbound U.S. visitation as well as in the DMO's USA Discovery Program agent training program.
Brand USA CEO Fred Dixon said the landing page will serve as the first consolidated source for information about U.S. entry and tourism-related fees.
"We're delivering the full picture, the right information, the correct up-to-date information to give them the confidence to travel internationally," Dixon said. "The reality is, the country and its policies are often more welcoming than what people read in the press."
The launch of "Get Facts. Get Going." -- announced as the U.S. Travel Association's IPW Conference got underway in Fort Lauderdale on Monday, and as the IMEX meetings industry conference began in Frankfurt, Germany -- comes amid struggling inbound U.S. visitation trends. Inbound international visits declined 5.5% by volume in 2025 to 68.3 million, making the U.S. the worst year-over-year performer among major global tourism markets.
Negative global perceptions of the U.S., spurred by President Trump's tariffs and his bellicose remarks about Canada and Greenland, for example, are a cause of the decline.
Global coverage of ICE detentions, a planned increase of $250 on U.S. visa fees and sizable increases in entrance fees for non-U.S. residents to 11 major national parks, are other issues that have taken a toll.
Clarifying common traveler misconceptions
Dixon pointed out that misinformation is common. "Get Facts. Get Going." will address that.
For example, the initiative will clarify that the nonresident surcharge of $100 doesn't apply to most of the 63 national parks in the U.S. and highlight that international visitors can realize savings by purchasing access to all national parks and federal recreation lands for $250 annually.
The campaign will also explain that while Congress has passed the new $250 Visa Integrity Fee, it is not yet in effect and the fee won't apply to residents of many major U.S. tourism source countries, who are exempt under the Visa Waiver Program.
And it will clarify that a Trump administration proposal to collect five years of social media history from visitors from the 42 Visa Waiver Program countries has not become policy.
Dixon said that "Get Facts. Get Going." will also focus on U.S. entry process improvements, including Mobile Passport Control.
"We're thoughtful about the messaging. We are making sure there is a source of the facts," he said.
In a separate initiative, Brand USA formally unveiled a film series Monday called "American Originals," spotlighting people, places and experiences that are uniquely American.
The first of the films, about Monument Valley's iconic place in the American Western movies, actually debuted in February on the America the Beautiful website. Films about Elvis and the start of rock 'n' roll as well as about barbecue and its global impact, are also live on the site. And a new production, about Broadway and the American musical debuts this week.