Brand USA is launching a major expansion of the organisation’s ‘America the Beautiful’ brand platform at the U.S. Travel Association’s IPW in Fort Lauderdale, Florida, this week (May 18-22), aimed at growing confidence in travel to the United States.

Two new supporting initiatives expand the organization’s messaging of ‘Get Facts, Get Going’, according to Brand USA President and CEO Fred Dixon, who said they are designed to provide real-time information on visa and entry policies, fees, and more to combat misperceptions, and American Originals, a new content and storytelling series spotlighting the people, places, and experiences that are uniquely American.

He said the announcement comes as the USA is readying to host significant major events beginning next month, including the FIFA World Cup, America’s 250th anniversary, and the Route 66 Centennial.

“In line with our mission to impact the United States economy through travel exports, we have an opportunity to further build traveler confidence and inspire visitation,” Dixon said.

“With our expanded platform, we are introducing American Originals, which spotlights the people and places who originated the styles, sounds, and tastes the world loves while ‘Get Facts. Get Going.’ serves as a single source of information to address misperceptions head-on.

“We want international visitors to know that we are open for business and warmly welcome them.”

Since its global launch last October, America the Beautiful has served as Brand USA’s flagship campaign and platform, inspiring international audiences and monthly surveys show more than seven in ten respondents say the campaign positively influences their interest in visiting the United States.