Brand USA aims to ‘address misperceptions head-on’ with online guide

US destination marketing organisation Brand USA has created a guide for visitors to “address misperceptions head-on” and remove barriers to travel.

The ‘Get Facts. Get Going.’ guide will feature online at visittheusa.com/entry and will address topics including visas, Esta and social media, entry processes and national park fees.

The guide has been designed to combat misperceptions and “outdated or incomplete information” which have “created confusion among some international travellers”.

Brand USA said: “In each case, the facts tell a far more welcoming story than what travellers are hearing.”

The online resource is one of two extensions to Brand USA’s America the Beautiful platform unveiled at the IPW conference in Fort Lauderdale on Monday (May 18).

The other is ‘American Originals’, described as “a new content and storytelling series spotlighting the people, places and experiences that are uniquely American”.

Fred Dixon, Brand USA chief executive, said: “In line with our mission to impact the US economy through travel exports, we have an opportunity to further build traveller confidence and inspire visitation.

“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.”

Brand USA said in an announcement unveiling the information guide: “The expansion comes at a necessary moment. Misperceptions about visa requirements, entry procedures, fees such as visa integrity and national park pricing, and screening policies have created confusion among some international travelers — and until now, no single easy-to-use resource has brought this information together in one place.

“With the byline ‘Travel with Confidence to the USA’, the initiative addresses a range of misperceptions circulating on social media and in international markets, including outdated or incomplete information.”

The American Originals series is launched as America gears up to celebrate events including its 250th anniversary, the football World Cup and the centennial of Route 66, but is intended to expand further in 2027 and beyond.

Dixon said: “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 travellers build their ultimate dream holiday.

“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.”