Amid concerns over declining international travel to the United States and growing negative perceptions in some overseas markets, Fred Dixon, CEO of Brand USA, unveiled an ambitious global strategy during IPW 2026 aimed at restoring traveler confidence and reinforcing America’s image as a welcoming destination.

Speaking during a press conference in Greater Fort Lauderdale alongside Geoff Freeman, Dixon emphasized the importance of delivering “a unified message for the United States” while providing travelers with accurate information in what he described as a “complex and fast-moving environment.”

“It is imperative that we arm consumers with the information they need to move forward with confidence,” Dixon said before an audience of international journalists and tourism industry leaders.

“Get Facts, Get Going” Campaign Targets Misperceptions

As part of this new offensive, Brand USA officially launched “Get Facts, Get Going,” a platform designed to combat misconceptions about traveling to the United States while providing real-time information about visa requirements, entry procedures, screening policies, and travel regulations.

According to Dixon, the initiative seeks to directly address misinformation and reinforce the message that the United States remains an open and welcoming destination.

“In every case — whether it’s visa requirements, screening policies, entry procedures, or national park fees — the facts tell a more welcoming story,” he stated.

The campaign includes:

• direct communication with travel advisors;
• messaging integrated into GDS systems;
• paid consumer campaigns in key international markets;
• and AI-powered assistance integrated into trip-planning tools.

“America the Beautiful” Shows Strong Results

Dixon also shared updates on the “America the Beautiful” global campaign, originally introduced during IPW 2025 and officially launched in Europe last October.

The campaign — focused on family travel, luxury, outdoor experiences, and culture — is now active in major international markets and, according to Brand USA, is generating strong engagement.

Based on internal research cited by Dixon:

• more than 70% of surveyed audiences reported that the campaign positively influenced their interest in visiting the United States;
• and consumers aware of the campaign are twice as likely to plan a trip within the next 12 months.

“That’s a strong result for any campaign, especially one that’s only seven months old,” Dixon said.

“American Originals” Uses Storytelling to Inspire Travel

Another major announcement was “American Originals,” a new storytelling-driven content series designed to emotionally connect international travelers with iconic American experiences.

The series highlights destinations and cultural movements that shaped globally recognized aspects of American culture, including:

• Broadway in New York City;
• rock and roll in Memphis;
• Texas barbecue;
• and the cinematic landscapes of Monument Valley in Arizona and Utah.

“These ideas aren’t just history. They’re still alive, still evolving, still happening every single day,” Dixon said while presenting the official trailer.

U.S. Tourism Looks Ahead to a “Decade of Mega Events”

The Brand USA CEO also stressed that the United States is entering a strategic era for international tourism as the country prepares to host a series of major global events.

Among them:

• the FIFA World Cup 2026;
• the Los Angeles 2028 Olympic Games;
• the Rugby World Cups in 2031 and 2033;
• and the Salt Lake City 2034 Winter Olympics.

“The decade is already underway, and we are ready to welcome the world,” Dixon declared.

Brand USA is also connecting this strategy to America’s upcoming 250th anniversary celebrations, promoting themed campaigns featuring “250 reasons to visit the USA,” focused on road trips, outdoor adventure, luxury travel, and family experiences.

Fred Dixon’s presentation came after several days in which U.S. tourism leaders publicly acknowledged the need to rebuild international traveler confidence and counter negative perceptions affecting inbound travel to the country.