During the IPW 2026 Press Brunch in Greater Fort Lauderdale, Fred Dixon, President and CEO of Brand USA, introduced new strategic initiatives designed to strengthen the international promotion of the United States and boost traveler confidence worldwide.

Addressing journalists from more than 70 countries, Dixon highlighted the key role international media play in showcasing U.S. destinations and announced two major global tourism campaigns.

“Travelers today are looking for two things: inspiration and confidence,” Dixon said. “Inspiration to discover unique experiences and confidence that traveling to the United States will be seamless and welcoming.”

The Brand USA CEO officially introduced “American Originals,” a new storytelling platform focused on authentic American experiences connected to music, flavors, culture, and local communities across the country.

“We are expanding inspiration and storytelling for uniquely American experiences,” he explained.

Dixon also announced the launch of “Get Facts, Get Going: Travel with Confidence to the USA,” a permanent initiative aimed at providing updated information about visas, entry policies, and travel procedures.

“We want to combat misperceptions and help travelers feel informed and confident when planning trips to the United States,” he stated.

The Brand USA executive also emphasized the importance of IPW as a platform for global business development and relationship-building.

“IPW is always an important week for our industry because it brings us together to strengthen partnerships, exchange ideas, and shape the next chapter of travel,” Dixon said.

The Press Brunch took place at The Fort, one of Greater Fort Lauderdale’s newest lifestyle and entertainment venues, where international media enjoyed networking opportunities, food experiences, and interactions with tourism representatives from across the United States.