The FIFA World Cup kicks off on American soil next month. The 250th anniversary of the United States follows close behind, and the Route 66 Centennial, one of the most iconic road trip stories in the world, is underway. By every measure, 2026 should be a banner year for international tourism in the United States.
The numbers tell a different story. International visits to the U.S. fell 5.5 percent in 2025 to 68.3 million, the first decline since 2020. A full return to 2019 levels isn’t expected until 2029. The industry’s response landed this week at two of the largest global travel conferences on the calendar.
Why international travelers are hesitating
The gap between perception and reality is at the core of the problem. Research from Skift found that among international travelers who said they were less likely to visit the U.S., 63 percent cited the political climate, 38 percent cited safety and security concerns and 32 percent cited tariffs and trade policies. Cirium aviation data shows advance bookings from Europe to the U.S. for July 2026, the height of the World Cup, have fallen 15.3 percent year over year.
What’s driving that hesitation isn’t always grounded in current reality. Outdated information about visa requirements, entry procedures, national park fees and screening policies has been circulating on social media in key international markets. In many cases, the facts are more welcoming than what travelers are hearing. That gap is exactly what Brand USA, the nation’s destination marketing organization, moved to close this week.
Two new initiatives, one clear message
Brand USA President and CEO Fred Dixon announced the expansion of the organization’s America the Beautiful platform this week at the U.S. Travel Association’s IPW conference in Fort Lauderdale and simultaneously at IMEX Frankfurt, the global business events trade show in Germany.
The first initiative, Get Facts. Get Going., is a single, always-on resource pulling together verified information on visa requirements, entry fees, trusted traveler programs and screening policies; something that has not existed until now. Running under the tagline “Travel with Confidence to the USA,” it reaches international audiences through paid media, global distribution systems and Brand USA’s existing agent training and visiting journalist programs. U.S. Customs and Border Protection representatives were on-site at IPW this week to field questions directly from international travel trade partners about Global Entry and other trusted traveler programs.
The second, American Originals, is a new travelogue-style content series built around the people, places and traditions that shaped global culture and are unique to the United States. The first releases spotlight Monument Valley, Memphis, Texas and New York City, with the series timed as a salute to America’s 250th anniversary and built to continue expanding through 2027 and beyond. The content targets what Brand USA calls emerging travel trends: set-jetting, culinary travel and live entertainment. Categories driving booking decisions among globally curious travelers right now.
What’s at stake
International visitors aren’t just tourists; they’re exports. The U.S. Travel Association puts the average overseas visitor spend at $4,000 per trip, eight times what a domestic traveler spends. International visitor spending is still 18 percent below 2019 levels after adjusting for inflation, even with a projected 3.4 percent rebound expected this year. Since its founding 13 years ago, Brand USA says its campaigns have driven 11.3 million additional international visitors who spent $38.1 billion in the United States, generating $82.9 billion in total economic impact, figures the organization attributes to independent analysis by Tourism Economics.
Monthly surveys conducted since the America the Beautiful platform launched last October show more than seven in ten respondents say the campaign positively influences their interest in visiting the U.S. The two new initiatives are designed to convert that interest into bookings by clearing the informational fog that has kept some travelers from committing.
The door is open
With the World Cup starting next month and 11 American cities preparing to host matches, the window to shift perception is narrow. Brand USA’s message to international travelers this week was direct: the facts are in one place, the welcome is genuine and the timing has never been better.
Jennifer Allen is a retired chef turned traveler, cookbook author and nationally syndicated journalist; she’s also a co-founder of Food Drink Life, where she shares expert travel tips, cruise insights and luxury destination guides. A recognized cruise expert with a deep passion for high-end experiences and off-the-beaten-path destinations, Jennifer explores the world with curiosity, depth and a storyteller’s perspective. Her articles are regularly featured on the Associated Press Wire, The Washington Post, Seattle Times, MSN and more.
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