The USA’s premier trade and media marketplace, IPW 2026, has opened in Fort Lauderdale, Florida, connecting international buyers and US suppliers as Brand USA launches information and inspiration for inbound travellers. Karryon is on the ground.
U.S. Travel Organisation’s annual IPW event is underway, bringing together international buyers, media and delegates for five days of appointments, networking and signature soirées.
Brand USA has introduced ‘Get Facts. Get Going‘ – an initiative to boost traveller confidence with real-time information about US travel policies to combat misinformation about travelling to the US.
The tourism organisation has also launched ‘American Originals‘, a new content and storytelling series showcasing uniquely American experiences.
At the Press Brunch with 500 international media from more than 70 countries in attendance, Brand USA President & CEO Fred Dixon shared the initiatives as part of an expansion of the ‘America the Beautiful‘ brand platform, launched at last year’s IPW.
“As travellers make decisions about where to go next, they are looking for two things: inspiration and confidence, right? Inspiration to discover the experiences that they dream about, and the confidence that planning and travelling to that destination is going to be seamless and welcome,” he said.
“First, we’re expanding inspiration and storytelling for uniquely American experiences through the launch of ‘American Originals’, a new content and storytelling platform showcasing the people and places who originated the style, sounds and taste the whole world loves.
“And second, we are kicking off a bold new initiative designed to boost traveller confidence, called ‘Get Facts. Get Going’, an always-on effort to provide real-time information on visa and entry policies, fees and more to combat misconceptions.
“Together, these efforts are designed to support international travellers across the full planning journey, from emotional inspiration to destination discovery and the practical information they need to book and prepare to travel with confidence,” Dixon said.
With both initiatives also assisting travel advisors to sell the USA, U.S. Travel Association President & CEO Geoff Freeman emphasised the importance of face-to-face interactions at events like IPW 2026 for industry collaboration and future planning.
He also acknowledged the role of the media to dispel myths about US travel.
“It is so important to get the word out about what’s really happening in the United States, what the market is really like, what the custom process is like, many of you are cutting through the noise and letting travellers know what the experience is really like,” Freeman told the travel and trade media at IPW 2026.
“[Brand USA] is doing important work to get the message out about the US – the fact that we’re open for business and that we want so many new visitors to see what the US has to offer,” he said.
