Brand USA has unveiled a new global resource platform designed to help travel advisors, tour operators, airlines, destination marketers and industry stakeholders provide travellers with verified information about visiting the United States. The initiative, titled ‘Get Facts. Get Going.’, was launched during IPW 2026 and IMEX Frankfurt as part of the organisation’s efforts to strengthen traveller confidence and improve access to accurate travel guidance.The toolkit has been developed to address common traveller questions related to visa requirements, entry procedures, travel fees and arrival processes, while providing industry partners with approved messaging, creative assets and access to official information sources. According to Brand USA, the initiative is intended to serve as an always-on platform that evolves over time with updated travel information and guidance.
Malcolm Smith, Senior Vice President, Global Markets and Chief Trade & Product Development Officer at Brand USA, said the travel trade remains one of the organisation’s most important partners in driving international visitation to the United States. He noted that the new toolkit aims to place reliable and up-to-date information directly into the hands of travel professionals who play a critical role in influencing traveller decisions.
Brand USA highlighted that travel advisors, tour operators and destination partners are often among the first sources consulted by travellers when planning international trips. The organisation believes the toolkit will help ensure consistent and accurate communication across digital platforms, social media channels, newsletters and customer interactions.
The resource package includes approved marketing copy, campaign logos, a 30-second promotional video, social media content, creative assets, photography guidelines and other communication materials. All assets direct users to a dedicated online platform featuring verified travel information and links to official government sources. The resources are available in multiple languages to support global markets.
Brand USA is encouraging partners to integrate the materials into websites, FAQ sections, social media campaigns, trade communications and media outreach programmes. The organisation emphasised that the platform is intended to support travel planning and preparedness rather than provide legal, immigration or policy advice.
The launch comes as destinations worldwide continue to focus on traveller confidence and information transparency as key drivers of international tourism recovery and growth. Brand USA said the platform will continue to expand with additional resources and practical guidance as traveller needs evolve.
According to Brand USA, its marketing efforts have generated more than 11.3 million additional international visitors to the United States over the past 13 years, contributing USD 82.9 billion in economic impact and supporting an average of more than 40,000 jobs annually across the country.
