Brand USA Gives Travelers Facts as US Trip Rumors Spread

Brand USA has launched “Get Facts. Get Going.”, a new platform that explains US visa fees, entry rules, national park pricing, and arrival procedures for international travelers.

The goal is to reduce confusion and give visitors one place to check what is true before planning a trip to the United States.

The launch comes after a difficult year for US inbound tourism. International visits fell 5.5 percent in 2025 to 68.3 million. The US Travel Association expects arrivals to grow again in 2026, helped by leisure demand and major events such as the FIFA World Cup, but the market is not expected to fully recover to 2019 levels until 2029.

Some travel concerns are real, but others are still proposals

Brand USA is trying to separate confirmed rules from rumors and unfinished policy changes. Some costs have already changed.

From January 1, 2026, non-US residents must pay $250 for an annual America the Beautiful pass. Nonresidents without that pass also pay a $100 per-person fee at 11 major national parks, on top of the normal entrance fee.

Other issues have created concern even though they are not yet active for travelers. These include the $250 visa integrity fee and proposed changes around social media information for some visitors. Brand USA’s platform is meant to explain these rules in plain language and update the information as policies change.

The campaign matters before the World Cup and Olympics

The timing is important because the US is entering a major events cycle. The 2026 FIFA World Cup will be hosted across the US, Canada, and Mexico, while Los Angeles will host the 2028 Summer Olympics. These events could bring strong travel demand, but only if visitors feel the US is clear, affordable, and manageable to enter.

Brand USA is focusing on markets that can still drive growth

Brand USA will promote the campaign in key inbound markets, including Mexico, the United Kingdom, Ireland, Japan, South Korea, India, Brazil, Argentina, and Australia. The aim is to reach countries where clearer information could help turn travel interest into actual bookings.

The platform also supports Brand USA’s wider America the Beautiful campaign, which promotes the US through destination storytelling. Its new “American Originals” content series adds another layer by highlighting local culture, food, entertainment, and uniquely American experiences.

The bigger challenge is US competitiveness

The fact-checking platform can help correct confusion, especially around rules that are not yet in effect or do not apply to every traveler. But it cannot solve all the problems affecting US inbound travel.

Real fees, visa wait times, higher trip costs, political uncertainty, and concerns about the border experience can still shape travel decisions. Brand USA’s message is that the US remains open to international visitors. The harder task is making travelers believe that visiting is simple, predictable, and worth the cost.

The campaign also fits into a wider US effort to reduce travel friction before the 2026 FIFA World Cup. Recently, the US waived visa bond requirements of up to $15,000 for some confirmed World Cup ticket holders, a move aimed at making travel easier for eligible fans from certain countries. The policy change could support inbound demand, but hotels are still waiting to see whether visa relief and major-event interest will turn into a real booking boom.

Photo by Caleb Fisher on Unsplash