Brand USA Launches Fact-Checking Platform to Win Back International Travelers

International travel to the U.S. took a 5.5% hit in 2025, driven in part by concerns around new fees and entry requirements under the Trump administration.

Some, like new visa bonds and fees at 11 national parks, are real. But travel industry advocates say there is confusion swirling in international markets on other requirements that have yet to go into effect.

Brand USA’s response: a new initiative designed to clear up misperceptions.

The platform — titled “Get Facts. Get Going.” — is designed as a one-stop shop for the latest information on visa fees and wait times, national park pricing, and entry requirements. 

The launch follows a spring survey from the U.S. Travel Association that found roughly one-third of potential World Cup visitors were concerned about a new $250 visa integrity fee and a proposed rule requiring five years of social media history from tourists. Neither rule has been implemented. 

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