Brand USA Expands Tourism Campaign with New International Travel Initiatives
Brand USA has launched two new tourism initiatives aimed at increasing international travel confidence and promoting travel to the United States during a major year for tourism and global events.
The announcement was made by Fred Dixon during industry events held at IPW in Fort Lauderdale and IMEX in Frankfurt.
The new programmes are called “Get Facts. Get Going.” and “American Originals.” Both initiatives are part of Brand USA’s broader America the Beautiful tourism platform.
New Campaigns Focus on Travel Confidence
According to Brand USA, the “Get Facts. Get Going.” initiative has been developed to provide international travellers with updated information related to visas, entry procedures, travel fees and screening policies.
The organisation said the programme is intended to address confusion and misinformation circulating in some international markets and on social media platforms.
The initiative also introduces a single online information source for travellers planning trips to the United States.
Brand USA stated that the platform will continue to provide updated travel guidance through marketing campaigns, trade engagement and international travel programmes.
Focus on Major Tourism Events
The expanded tourism strategy comes as the United States prepares to host several major international events including the FIFA World Cup, America’s 250th anniversary celebrations and the Route 66 Centennial.
Brand USA said the campaigns are intended to support both leisure travel and international business events while helping grow travel exports linked to the U.S. economy.
American Originals Campaign Highlights U.S. Culture
The “American Originals” initiative focuses on storytelling and destination promotion connected to American culture, food, entertainment and travel experiences.
According to Brand USA, the campaign will feature travel-inspired stories highlighting destinations, traditions and cultural experiences across the country.
The series will include content connected to travel trends such as film tourism, culinary travel and live entertainment.
Initial destinations featured in the campaign include Monument Valley, Memphis, Texas and New York City.
America the Beautiful Campaign Continues
Brand USA stated that the new initiatives expand its existing America the Beautiful campaign launched globally in October last year.
The organisation said survey results indicate the campaign has positively influenced interest in visiting the United States among international travellers.
The expanded platform is also creating additional partnership opportunities with tourism destinations and corporate travel brands.
Travel Technology and Entry Programmes Highlighted
Brand USA also noted ongoing cooperation with U.S. Customs and Border Protection to support international traveller programmes such as Global Entry and Mobile Passport Control.
“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 travelers build their ultimate dream holiday,” said Dixon. “American Originals highlights trends like set-jetting, culinary travel, live entertainment, and more, and kicks off with spotlights on Monument Valley, Memphis, Texas, and New York City.”
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