Myths about traveling to the USA, debunked on the “America the Beautiful” platform
At a time when global tourism is entering a new era shaped by major political and economic decisions, conflicts and digital misinformation, which are changing traveler expectations, the United States is sending a clear message to the world: America is open, welcoming, and ready to inspire travelers once again.
During a press conference held at IPW 2026, in Fort Lauderdale, Brand USA President and CEO Fred Dixon announced a major expansion of the organization’s flagship international tourism platform, “America the Beautiful.”
The announcement comes at a pivotal moment for the American tourism industry, as the country prepares to host some of the most important global events of the coming years, including the FIFA World Cup, the celebration of United States 250 years of existence, and the Route 66 Centennial. More importantly, the new initiatives aim to directly combat some of the biggest myths and misconceptions surrounding travel to the United States — from visa concerns and border procedures to pricing fears and perceived difficulties entering the country.
Launched globally last October, the “America the Beautiful” campaign has already become the centerpiece of Brand USA’s international marketing strategy. According to Brand USA, monthly surveys indicate that more than seven in ten respondents say the campaign positively influences their desire to visit the United States.
Now, the platform is evolving into a broader ecosystem built around three complementary pillars. “America the Beautiful” is designed to inspire travelers emotionally, “American Originals” deepens cultural curiosity and trip consideration, while “Get Facts. Get Going.” focuses on practical travel information and myth-busting.
The new direction reflects a sophisticated understanding of modern travelers. Inspiration alone is no longer enough. In today’s social media-driven world, uncertainty and misinformation can easily discourage potential visitors. As Fred Dixon explained during the announcement, “We want international visitors to know that we are open for business and warmly welcome them.”
One of the most persistent myths circulating internationally is that entering the United States has become excessively complicated, bureaucratic, or intimidating. Brand USA is now directly addressing these perceptions through the launch of “Get Facts. Get Going.”, a permanent informational initiative operating under the tagline “Travel with Confidence to the USA.”
The platform centralizes updated information regarding visa and entry procedures, travel authorizations, border screening policies, airport procedures, visa integrity fees, national park pricing, and trusted traveler programs. Until now, travelers often relied on fragmented social media discussions, outdated online forums, or inaccurate assumptions. Brand USA’s new approach creates a single reliable source of information for international visitors.
The organization confirmed that the initiative will continuously update content through international paid media campaigns, travel trade engagement, real-time distribution systems, travel advisor education, and testimonials from journalists and international visitors. The official information hub is available on the Visit The USA platform.
Another widespread perception is that arrival procedures in the United States are unusually difficult or time-consuming. However, Brand USA highlighted significant technological improvements designed to streamline entry experiences. These include expanded U.S. Customs and Border Protection trusted traveler programs, wider availability of Global Entry, Mobile Passport Control solutions, and faster digital processing systems.
During IPW this week, representatives from U.S. Customs and Border Protection are present at the Brand USA booth specifically to answer questions regarding entry programs and trusted traveler options. “Technological improvements including Mobile Passport Control and expanded Trusted Traveler programs like Global Entry are making the entry process more seamless than ever before,” Dixon stated. The message is clear: the United States is actively modernizing and simplifying the visitor experience.
Another misconception often repeated internationally is that traveling in the United States is prohibitively expensive. While the country certainly offers luxury experiences on a grand scale, the new Brand USA positioning emphasizes diversity and accessibility. The America the Beautiful ecosystem highlights not only iconic cities like New York City, but also emerging destinations, scenic regions, cultural routes, and authentic local experiences that can suit a wide range of budgets.
New destination integrations already include states such as South Dakota and Alabama, alongside hospitality partnerships with brands such as Hilton. The strategy reflects a broader trend in international tourism, where travelers increasingly seek meaningful experiences rather than purely luxury consumption. Road trips, small-town discoveries, cultural immersion, music heritage routes, culinary journeys, and outdoor adventures are becoming central to the American tourism narrative.
One of the most compelling additions to the platform is “American Originals,” a new storytelling initiative celebrating the people, traditions, sounds, flavors, and landscapes that shaped global culture. Rather than focusing exclusively on famous landmarks, the series explores the soul of America through travelogue-style narratives.
The first editions spotlight destinations such as Monument Valley, Memphis, Texas, and New York City. The content taps into major travel trends shaping global tourism today, including set-jetting and film-inspired travel, live entertainment tourism, culinary exploration, music heritage tourism, and authentic local experiences.
In many ways, American Originals repositions the United States not simply as a destination, but as a living cultural influence that continues to shape global lifestyles, entertainment, food, and creativity.
The timing of the campaign expansion is no coincidence. The upcoming celebration of America’s 250th anniversary represents one of the largest storytelling opportunities in modern U.S. tourism history. Across the country, destinations are preparing commemorative exhibitions, cultural programs, festivals, historical reenactments, and special events designed to showcase both America’s heritage and its diversity.
Combined with the upcoming FIFA World Cup and the Route 66 Centennial, the next few years could become one of the strongest tourism periods the United States has experienced in decades. For international travelers, this means more reasons than ever to rediscover the country — not only through its famous icons, but also through its communities, landscapes, traditions, and people.
Perhaps the most important aspect of Brand USA’s expanded platform is its tone. Rather than ignoring concerns or relying solely on aspirational marketing, the organization is directly acknowledging traveler anxieties and responding with transparency, facts, and accessible information.
Sorin Dutoiu, Managing Partner of YOLO Media company
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