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U.S. Tourism Board Launches Fresh Campaign to Attract International Visitors

The Brand USA initiative rolled out dual programs in May 2026 designed to rebuild international traveler confidence and boost U.S. visitation during a significant year for the sector. The "Get Facts. Get Going." campaign establishes a centralized information hub for overseas visitors, while the "American Originals" initiative highlights the people and cultural touchstones that shaped global trends. Tourism operators face headwinds from currency pressures and geopolitical tensions. Canadian visitor numbers to regional destinations such as Maine remain depressed due to bilateral trade disputes, while elevated fuel costs continue dampening travel demand across markets. The dual-pronged approach targets information gaps and aims to reposition the U.S. as a destination amid competitive global tourism landscapes.