QUICK JUMPS

01. Know the Entry Requirements
02. Extend an Authentic Welcome
03. Address the Misperceptions
04. Prepare for Smooth Arrival
05. Promote the Fast Lane
06. Build a Relationship With CBP

The gap between negative headlines international travelers are reading and what’s actually true stands in the way of welcoming visitors from around the world.

Use this reference guide when a traveler raises a specific concern, or to be prepared in case they do. Each response is built around the same structure: acknowledge the concern, lead with facts, keep the conversation welcoming. These responses are designed to work as a foundation for enterprise-wide messaging; coordinate with your internal communications team to align this guidance with your brand voice and build on it to cover specific questions.

Four Common Misperceptions

Direct facts to counter common hesitations about traveling to the United States.

Misperception 1

“The U.S. doesn’t want international visitors”

The Reality

America is eager to host visitors from around the world.

  • 68 million international visitors traveled to the U.S. in 2025, more than any other long-haul destination.
  • The overwhelming majority – 83% – report feeling warmly welcomed and 61% said their trip left them with a more favorable opinion toward the United States.
  • From major cities to small towns, from national parks to cultural landmarks, the diversity of American experiences is unmatched anywhere in the world.
Misperception 2

“Entering the U.S. has become much more expensive”

The Reality

Fees are being debated, but the headline-grabbing changes have not taken effect.

  • The proposed $250 Visa Integrity Fee has not been implemented.
  • The current visa application fee is $185.
  • Visa Waiver Program travelers pay only the existing $40.27 ESTA fee.
  • The U.S. travel industry is actively advocating against any fee that would discourage international visitors.
Misperception 3

“Entering the U.S. requires turning over personal social media information”

The Reality

Social media information is not currently required for ESTA applications.

  • CBP has proposed changes that would expand ESTA data collection to include social media.
  • These changes are not in effect.
  • Any change would require additional review and public notice before taking effect.
  • Today, the ESTA application process remains unchanged and social media information is optional.
Misperception 4

“Travel to the U.S. is a hassle”

The Reality

The arrival experience is getting faster and smoother, not harder.

  • More CBP officers and new technology investments at ports of entry are cutting wait times across the country.
  • Certain international travelers connecting to domestic flights no longer have to collect and re-check their bags at select U.S. airports, an experience the industry is working with the U.S. government to expand.
  • The air traffic control system is undergoing its most significant modernization in decades, meaning safer and more efficient flights.
  • With the 2026 World Cup and 2028 Olympics, airports, airlines and federal agencies are actively investing to make the arrival experience better and more secure.

✓ Tone and Guidance when Addressing Concerns:

  • Acknowledge the concern first. Do not dismiss it.
  • Lead your response with facts.
  • Cite a source when helpful.
  • Stay welcoming, understanding and patient.
  • If you do not know the answer, be honest. See ‘If You Don’t Know the Answer’ below.

Sample Responses to Tough Questions

The responses below cover questions international travelers are most likely to raise right now, organized by category so you can go directly to what’s relevant.

Welcome and Perception

Absolutely yes. America welcomed 68 million international visitors last year, more than any other long-haul destination. The vast majority – 83% – report they felt welcomed and 61% left with a more favorable opinion toward America. Headlines can be loud, but they do not tell the full story. We would love to help you plan your visit.
Tens of millions of travelers visit the U.S. safely every year, and crime in major cities is at multi-decade lows. In fact, more than half (56%) of international travelers to the U.S. last year said their visit improved their perception of U.S. safety. Travel advisories are worth reviewing, and we take them seriously. But this broader context also matters. Standard travel precautions apply, the same as you would take for any international trip. We can help you plan a trip that fits your comfort level.
A valid visa or ESTA means you have been approved to travel to the U.S. As is standard in most countries, final admission is determined by an officer at the port of entry. In practice, fewer than 3% of travelers to the U.S. are sent for additional review, and the vast majority of those are admitted without issue. If you travel with your documents, answer questions honestly and know your itinerary, you should have no trouble entering.

Cost

Exchange rates do affect travel costs, and we take that into account when we plan. The good news is the U.S. offers a huge range of price points. Big cities during peak season run higher, but regional destinations, smaller cities and trips during less-busy seasons often deliver great value. We can help match your budget to experiences you will love.
That proposed fee has not taken effect. The current visa application fee is $185. The $250 Visa Integrity Fee you may have read about is a proposal that has not been implemented, and the travel industry is actively advocating against it. We will let you know if anything changes.

Arrival

Wait times can vary, and at some airports during peak hours they can be longer. But the entry system is actively being improved. CBP is actively hiring 5,000 new officers at ports of entry, and new technology is speeding up entry. For eligible travelers, Global Entry and Mobile Passport Control can shorten the wait significantly. We can recommend the program that fits your travel pattern best.
The vast majority of international visitors pass through U.S. entry without any issue. Fewer than 3% are sent for additional review, and most of those are admitted. The single best thing you can do is arrive prepared. Have your documents ready, know the address where you are staying, and be clear about the purpose of your visit. Our Prepare for a Smooth Arrival guide walks you through exactly what to expect.
Detentions of any kind are extremely rare; statistically speaking, you’re more likely to be struck by lightning than be detained. Fewer than 3% of arriving travelers are referred to a brief secondary inspection for closer document review and questioning, and most are admitted shortly after the inspection. Preparation makes the biggest difference. Arrive with your documents in hand, know your itinerary and where you’re staying, and answer the officer’s questions honestly. Our Prepare for a Smooth Arrival guide walks you through what to expect.
Immigration enforcement actions are targeted at individuals with specific legal histories or outstanding orders, not at international visitors traveling legally on a valid visa or ESTA. If you have your travel documents in order and are complying with the terms of your visit, you are not the focus of these operations. The vast majority of international visitors travel through the United States without any encounter with law enforcement. Tens of millions do so every year.
Basic entry rules have not changed. Some proposals have been in the news, like the $250 Visa Integrity Fee and expanded ESTA data collection, but those are not currently in effect and the travel industry is fighting against them. The official source for the most current information is cbp.gov/travel, and we will always share updates with you as they happen.

Privacy

Device searches are extremely rare. 99.99% of the 68 million international visitors who entered the U.S. last year did not have their phone searched. This is simply not part of the entry experience. If you have specific questions about device policies, official guidance is available on cbp.gov.

Policy

That is a fair question and we understand why you’re asking. Travel is ultimately people-to-people, and many travelers don’t agree with every government policy in countries they visit. When you visit the U.S., your spending supports workers in hotels, restaurants, small businesses and communities across the country, who embrace international visitors and whose livelihoods depend on them. We would love to welcome you, and we respect whatever decision feels right for you.

If you don’t know the answer

If a traveler asks something you cannot answer, it is always okay to say so. A confident, honest response is better than a guess. Here is how to pivot:

  • “That is a great question. Let me get the latest information from an official source and come back to you.”
  • Direct the traveler to an official resource.

If a traveler asks something you cannot answer, it is always okay to say so. A confident, honest response is better than a guess. Here is how to pivot:

  • “That is a great question. Let me get the latest information from an official source and come back to you.”
  • Direct the traveler to an official resource.

Official resources:

Additional Resources

These foundational websites inform every play—ensuring content is grounded in facts and actionable to support international travelers.

Official Source

CBP’s Travel Information

Help travelers understand U.S. Customs and Border Protection entry requirements, screening processes and trusted traveler programs.

GO TO WEBSITE

Official Source

Embassy/Consulates

Help travelers navigate visa requirements and emergency consular services worldwide.

GO TO WEBSITE

Consumer-Facing Resource

Brand USA Logo

Get Facts, Get Going

Brand USA’s “Get Facts, Get Going” website is a consumer-facing resource for international travelers considering a trip to the U.S. While our Playbook is designed for travel professionals, we encourage you to share Brand USA’s resource with travelers who want to conduct their own research or explore additional information independently.

GO TO WEBSITE

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