Brand USA has released a free ‘Get Facts. Get Going‘ toolkit, giving travel advisors approved messaging, creative assets and links to verified information on US visa, entry and fee questions.
Brand USA, the destination marketing organisation for the United States, has launched the free resource to help travel advisors answer client questions about visiting the US with verified, up-to-date information.
Unveiled recently at IPW 2026 and IMEX Frankfurt, the always-on initiative is aimed at tour operators, travel advisors, airlines, destination marketers, business travel and meeting planners and media and covers visa and entry policies, fees and the arrival experience.
The launch lands at a moment when Aussie demand for US travel has been cooling with the latest Australian Bureau of Statistics (ABS) data showing short-term trips to the US slipping down the outbound rankings. Confusion over entry rules and fees has been part of the picture, making clear, consistent information a practical selling tool.
What is in the toolkit
The toolkit includes approved messaging and copy for use across channels and markets, logos, a 30-second video, social graphics and content and platform design and photography guidelines.
All assets point travellers to VisitTheUSA.com/entry, which Brand USA describes as the primary resource for verified travel guidance.
The platform is built to evolve over time, adding answers, sources and practical guidance as new questions arise. Toolkit materials and the platform page are available in multiple languages.
How advisors can use it
Brand USA encourages partners to integrate the resource across their owned channels, including websites and FAQ pages, social media, newsletters and trade communications.
Its guidance is to keep the focus on travel planning and preparedness, use the approved language where possible, correct misperceptions briefly and factually and direct travellers to official government sources for current requirements.
Brand USA Senior Vice President Global Markets and Chief Trade & Product Development Officer Malcolm Smith said Get Facts. Get Going is a resource for traveller clarity and planning confidence, not a tool for debating policy, interpreting individual circumstances or providing legal or immigration advice.
“The travel trade is one of our most important partners in inspiring international travel to the United States,” he said.
“Get Facts. Get Going provides travellers with clear, reliable information, and this new toolkit extends that effort by putting those resources directly into the hands of the industry professionals travellers trust most. Together, we can help more visitors feel informed and confident to book the United States.”
How to access it
The toolkit is available through Brand USA’s digital asset library. Advisors can access resources by registering for a MediaValet account at brandusa.mediavalet.com/register.
Worth noting: Every asset needs Brand USA sign-off with a three-business-day turnaround, so it suits planned campaigns more than same-day answers.
KARRYON UNPACKS: With US bookings under pressure and clients fielding more questions about entry and fees than ever, a single source of verified, approved language is a handy tool to keep a sale moving.
