The American tourist board has launched a new fact-checking platform for international travellers with “misperceptions” about US entry requirements.
Two new initiatives, “Get Facts. Get Going” and “American Originals”, were announced this week at the US Travel Association’s IPW in Fort Lauderdale, Florida, as an expansion of the brand’s “America the Beautiful” platform.
Brand USA said it will use “Get Facts. Get Going” to address what it describes as “misperceptions” about visa requirements, entry procedures and national park pricing.
The platform will be updated in real time for international audiences, said the marketing agency.
The US saw a 5.5 per cent drop in visitor numbers in 2025 compared to 2024, according to the World Travel & Tourism Council’s (WTTC) latest economic impact research.
Fred Dixon, Brand USA’s president said: “Technological improvements, including Mobile Passport Control and expanded Trusted Traveler programs like Global Entry are making the entry process more seamless than ever before.
“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.”
The nation is hosting a series of events for its “250th anniversary” this year, alongside hosting the Fifa World Cup with Canada and Mexico.
Demand for hotel rooms during the competition has been lower than expected. Some 80 per cent of respondents to a survey by the American Hotel & Lodging Association (AHLA) said that hotel bookings are tracking below initial forecasts. Around 65 to 70 per cent said that this was due to visa barriers and geopolitical concerns.
Air fares have also slumped ahead of the tournament. The Independent has monitored the price of flights over key World Cup dates and found discounted tickets to key destinations such as Dallas and New York.
However, Britons have received more US travel approvals than any other country at World Cup, according to data from the Customs and Border Protection (CBP). The UK accounted for more than 1.2 million Electronic System for Travel Authorisation (Esta) approvals between October last year and April, far outstripping those from France, Germany and Japan.
Read more: US air fares and hotel rates slump one month ahead of World Cup kick-off
