U.S. Travel Association’s IPW 2026 officially opened in Fort Lauderdale today, where Fred Dixon, President and CEO of Brand USA, announced a major expansion of the organisation’s ‘America the Beautiful’ global tourism platform during a press brunch at The Fort.
The expanded initiative aims to strengthen international travel demand to the United States through new traveller engagement, destination storytelling and travel confidence campaigns.
As part of the expansion, Brand USA unveiled two new initiatives under the platform, ‘Get Facts. Get Going.’ and ‘American Originals.’
Fred Dixon, President and CEO, Brand USA, said, “In line with our mission to impact the U.S. economy through travel exports, we have an opportunity to further build traveller confidence and inspire visitation. With our expanded platform, we are introducing American Originals, which spotlights the people and places who originated the styles, sounds, and tastes the world loves while Get Facts. Get Going. serves as a single source of information to address misperceptions head-on. We want international visitors to know that we are open for business and warmly welcome them.”
America the Beautiful ecosystem
According to Brand USA, the ‘America the Beautiful’ campaign, launched globally in October last year, continues to perform strongly, with monthly surveys indicating that more than seven in ten respondents reported a positive influence on their interest in visiting the United States.
The organisation explained that the expanded platform has been structured around three key pillars, ‘America the Beautiful’ focused on inspiration, ‘American Originals’ aimed at travel consideration and ‘Get Facts. Get Going.’ supporting traveller conversion by addressing logistical concerns and travel misconceptions.
Brand USA has also expanded partnership integration opportunities under the platform with destinations including South Dakota and Alabama, alongside hospitality partners such as Hilton.
Get Facts. Get Going.
According to Brand USA, the ‘Get Facts. Get Going.’ initiative has been launched in response to growing misinformation and confusion around visa requirements, entry procedures, travel fees, national park pricing and airport screening processes.
Operating under the tagline ‘Travel with Confidence to the USA,’ the initiative aims to counter outdated or inaccurate information circulating across social media and international markets.
Brand USA stated that the platform provides consolidated and updated travel information through a dedicated resource available at visittheusa.com/entry.
The organisation added that the initiative will function as an always-on integrated marketing, communications and trade engagement programme supported through paid media campaigns, global distribution systems, travel advisor outreach through the USA Discovery Program and testimonials generated through the Visiting Journalists Program.
As part of the effort, Brand USA is continuing its collaboration with U.S. Customs and Border Protection to support awareness and expansion of Global Entry and trusted traveller programmes in international markets.
Representatives from Customs and Border Protection are also participating at IPW 2026 to engage with travel trade stakeholders and provide updates regarding trusted traveller programmes and entry procedures.
Dixon highlighted that technological advancements such as Mobile Passport Control and the expansion of trusted traveller programmes like Global Entry are helping make entry into the United States more seamless for international visitors.
American Originals
In addition to improving travel confidence, Brand USA also introduced “American Originals,” a new storytelling and content platform focused on uniquely American experiences and cultural narratives.
“This new content series features the people, places, and traditions that have influenced the world and are unique to the USA through travelogue-style narratives that ignite exploration and help travellers build their ultimate dream holiday,” said Dixon.
He added that the series highlights trends such as set-jetting, culinary travel and live entertainment, while the first edition will spotlight destinations such as Monument Valley, Memphis, Texas and New York City.
The series also forms part of the country’s wider celebration of America’s 250th anniversary and will continue expanding through 2027 and beyond.
