By all accounts, 2026 was a big year for international travel to the United States. This year there will be a number of milestones that may draw international visitors during events and celebrations such as the FIFA World Cup, the 250th anniversary of American independence, and the 100th anniversary of Route 66. However, a significant increase in international tourism has not yet materialized.
Aviation analytics firm Cirium reported in March that bookings from Europe to the United States for summer 2026 were down 15% from a year earlier. This is a continuation of the decline in international visitors that had already begun in 2025. The World Travel and Tourism Council (WTTC) reported in April that the number of foreign visitors to the United States fell 5.5% last year compared to the previous year, even though the number of international travelers worldwide increased by 80 million.
In an effort to reverse this downward trend, Brand USA, the U.S. tourism marketing organization, this week announced a new campaign aimed at building trust among travelers around the world. The new initiative, titled “Get Facts. Get Going,” was launched during the annual IPW Conference in Fort Lauderdale, an international travel event, and is established as a platform aimed at providing real-time information about visiting the United States to international travelers with questions or concerns.
“This initiative addresses various misconceptions circulating on social media and in international markets, including outdated or incomplete information,” Brand USA said in a statement about the new campaign.
Among the current uncertainties international travelers may have about traveling to the United States is a recently proposed rule by the Department of Homeland Security (DHS) and U.S. Customs and Border Protection (CBP) that would require Electronic System for Travel Authorization (ESTA) applicants to provide social media accounts. According to a January WTTC press release, such policies could have a very serious negative impact on international traveler sentiment. A WTTC-supported survey of 4,563 international travelers found that one-third of respondents would reconsider traveling to the United States if the policy changes were introduced.
But for now, it remains a proposal under consideration and has not yet come into force.
Because these policies are in flux, international travelers who are unsure of the latest processes and procedures for international travelers entering the United States can find more information at VisitTheUSA.com/entry. There you’ll find a series of common questions followed by Brand USA’s opinion.
One of the standard questions on the new site is, “Are you welcome to visit the United States as an international traveler?” The response reads, “The United States welcomes international visitors. Millions of travelers visit the United States each year for vacation, business, family visits, major events, and unique experiences. Before you travel, review required documents and review official guidance to feel prepared to travel.”
Another question: “We’ve heard that the U.S. entry process can be stressful and confusing for international travelers. What happens once you arrive?” In response, the site advises, “International travelers go through standard arrival procedures when entering the U.S., including passport checks, travel questions, and customs clearance. … It is extremely rare for travelers to be required to undergo additional screening.”
Brands USA says the site will be updated regularly as questions and concerns change and will be “updated in a timely manner.” “Misconceptions about visa requirements, entry procedures, fees such as visa integrity, national park pricing and vetting policies are causing confusion among some international travelers, and until now, there has not been an easy-to-use resource that brings this information together in one place.”
Brand USA also announced this week a content initiative aimed at highlighting what it calls “American originals.”
“We are launching four new travelogue-style episodes to support our itineraries and content,” said Brand USA CEO Fred Dixon. “American Originals takes people from inspiration to active consideration.”
Highlighting the first four destinations and experiences in the series are Memphis and Rock and Roll. Texas and BBQ. Navajo Tribal Park in Monument Valley, Arizona. And New York City is the home of Broadway and American musicals.
The series is an effort to elevate America’s story in the run-up to the nation’s 250th anniversary, but will continue beyond this year’s celebration.