With “Get Facts. Get Going.” Brand USA aims to strengthen the trust of international travelers and provide the travel trade with clearer information on visas, entry procedures, fees, and controls. The new initiative complements “American Originals,” a storytelling project dedicated to the most representative experiences of the United States. Brand USA enhances its communication strategy towards international markets with the launch of two new initiatives designed to support tourism demand to the United States and provide more useful tools also to travel trade operators. The first,
With “Get Facts. Get Going.” Brand USA aims to strengthen the trust of international travelers and provide the travel trade with clearer information on visas, entry procedures, fees, and controls. The new initiative complements “American Originals,” a storytelling project dedicated to the most representative experiences of the United States.
Brand USA enhances its communication strategy towards international markets with the launch of two new initiatives designed to support tourism demand to the United States and provide more useful tools also to travel trade operators. The first,“Get Facts. Get Going.”was created to clearly and promptly address doubts related to visas, entry procedures, fees, controls, and other practical aspects of travel. The second,“American Originals”focuses instead on storytelling about the experiences, places, and traditions that help define the identity of the USA destination.
The new project is part of the evolution of the platformAmerica the Beautiful, launched by Brand USA to promote the United States in international markets. The goal is twofold: on the one hand, to inspire the traveler through editorial and narrative content; on the other, to reduce uncertainties that might influence the choice of destination, especially at a time when incomplete information or misunderstandings can affect travel planning.
The operational heart of the initiative is“Get Facts. Get Going.”, an online resource designed to gather practical and updated information in one place. The project deals with central topics for those planning a trip to the United States, such as visa policies, entry procedures, fee guidelines, and information related to controls. For the travel trade, it is a useful support tool to respond more accurately to customer questions and to assist in selling the destination with more immediate informational tools.
The initiative comes at a strategic moment for American tourism. The United States is preparing for a phase of high international visibility, supported by major events, celebrations for the country’s 250th anniversary, and the centenary of Route 66. In this context, strengthening the trust of international travelers becomes a key element not only for tourism promotion but also for the operators’ ability to convert interest in the destination into actual bookings.
Brand USA presented the new initiatives during two key events for the tourism industry:IPW, in Fort Lauderdale, mainly dedicated to the leisure segment, andIMEX, in Frankfurt, aimed at the events world and international business travel. A dual showcase that confirms the promotion body’s intention to address different audiences, from individual travelers to operators and MICE professionals.
“Get Facts. Get Going.” will be developed as an ongoing initiative, integrating marketing, communication, and trade training activities. Channels involved include media campaigns in key global markets, real-time updated content, communication activities, and tools aimed at travel agents, including theUSA Discovery Program, Brand USA’s training program dedicated to the trade.
Another significant aspect concerns collaboration withU.S. Customs and Border Protection, aimed at facilitating knowledge of tools and programs that can streamline entry procedures. These include solutions such asMobile Passport Control and trusted traveler programs, includingGlobal Entry, already known in various international markets but not always fully understood by travelers.
Alongside the informational component, Brand USA also enhances the emotional storytelling of the destination with“American Originals”. The new content series highlights people, places, and traditions that have contributed to making the American imagination recognizable worldwide. The first focuses are dedicated toMonument Valley, Memphis, Texas e New York City, covering themes ranging from set-jetting to food travel, from live entertainment to American cultural icons.
For Italian operators, the message is clear: the United States intends to strengthen the international positioning of the destination not only through inspiration but also through more accessible and updated information. In a market where travelers demand greater clarity before departure, initiatives such as“Get Facts. Get Going.” can become a concrete tool supporting consultancy, planning, and sales.
The project also confirms Brand USA’s role as a platform bridging tourist promotion, institutional communication, and trade support. The ultimate goal is to encourage international flows to the United States while simultaneously supporting the tourist economy and the local communities that benefit from the arrival of foreign visitors.
Pubblicato in Destinations, TravelNews
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