Tourism officials in the United States hope a brand overhaul and new website will convince international visitors to return to US destinations by combating "misperceptions" about visa requirements, entry procedures, fees and national park pricing.
The organization’s overhaul of its America the Beautiful platform, introduced last fall, centres on a new initiative called Get Facts. Get Going, with real-time entry information and multimedia planning tools. Brand USA president and CEO Fred Dixon said this is the first time a platform has brought so many resources together in one place.
The revamped site also includes multimedia profiles of US attractions.
"We are introducing American Originals, which spotlights the people and places who originated the styles, sounds, and tastes the world loves,” Dixon said.
The new initiatives were announced last week at the US Travel Association's IPW in Fort Lauderdale, Florida, targeting leisure tourism, and at IMEX in Frankfurt, Germany, targeting international business events.
However, Brand USA, which saw its budget slashed by 80% last year, is facing an uphill battle when it comes to wooing Canadian travellers.
A recent survey found 70% of Canadians have no intention of visiting the US in the foreseeable future, while new data from the University of Toronto reveals a 42% decrease in US-bound cross-border travel.
And it’s unlikely Canadians are the outliers. The WTTC reports the US experienced a 5.5% decrease in international visitors in 2025, resulting in a 4.6% drop in international visitor spending totalling $176 billion.
The changes to the Brand USA platforms come as the US prepares to welcome visitors to the 2026 FIFA World Cup, America's 250th anniversary, and the Route 66 Centennial.
"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," Dixon said. “We want international visitors to know that we are open for business and warmly welcome them."
