68000000+International visitors $176BTravel spending 1000000+American jobs Last year, international visitors spent $176 billion when visiting the U.S., supporting one million U.S. jobs. Yet while global travel continues to grow, international visitation to the United States has declined and the reasons are largely fixable. With the 2026 FIFA World Cup kicking off a decade of major international events in the U.S., the way we welcome the world has never mattered more – and your role has never been more important. Use the tools in this playbook to guide clients and support substantive, welcoming conversations with travelers. How to Use this Playbook Each resource is designed to be used independently or collectively as you guide travelers from first inquiry through arrival. Use them to inform your conversations and stay up-to-date on the latest information or customize in your brand to adapt for client-facing material. Note: Throughout this Playbook, "traveler" may refer to a visitor, customer, client, group attendee, buyer, media delegate or trade partner, depending on your role. Know the Entry Requirements Play 01 Know the Entry Requirements Play 02 Extend an Authentic Welcome Play 03 Address the Misperceptions PLAY 04 Prepare for Smooth Arrival PLAY 05 Promote the Fast Lane Play 06 Build a Relationship With CBP Play 01 Know the Entry Requirements Play 02 Extend an Authentic Welcome Play 03 Address the Misperceptions PLAY 04 Prepare for Smooth Arrival PLAY 05 Promote the Fast Lane Play 06 Build a Relationship With CBP Confirm entry requirements and set expectations before booking Understanding U.S. entry requirements before booking helps travelers avoid delays, set expectations and begin their travel with confidence. Know your pathway: Travelers from Visa Waiver Program countries need ESTA approval; travelers from other countries generally need a visitor visa. Plan ahead: ESTA applications should be submitted at least 72 hours before departure, while visa applications may require months of advance planning. Use official sources: Verify passport validity, entry requirements and current processing times through official U.S. government resources before booking. Learn More Deliver a clear, consistent welcome to prospective visitors A genuine welcome starts before a traveler arrives, help visitors feel confident, valued and excited about their decision to visit the United States. Make it personal: Tailor your message to your destination and the traveler’s interests to create a more authentic connection. Lead with warmth: Reinforce that international visitors are welcomed and an important part of communities across the United States. Build confidence: Pair welcoming messages with practical guidance, so travelers know what to expect before, during and after arrival. Learn More Address traveler concerns or respond to tough questions Travelers are hearing mixed messages about visiting the United States. This guide equips you to address common concerns with facts, context and confidence. Separate headlines from reality: Many common concerns about U.S. travel are based on misconceptions, outdated information or proposals that have not taken effect. Lead with facts and empathy: Acknowledge concerns, provide accurate information and keep the conversation welcoming and solution-oriented. Use trusted sources: When questions arise about entry requirements, costs, policies or arrival procedures, rely on official government resources for the most current information. Learn More Prepare travelers for a smooth, confident arrival Preparation helps travelers navigate the U.S. arrival process with confidence and avoid unnecessary delays. Pack the right documents: Before departure, confirm travelers have a valid passport, visa or ESTA approval, travel details and contact information for their stay. Know what to expect: Understanding the arrival process, from immigration and customs to baggage claim and connecting flights, helps reduce uncertainty. Use trusted resources: Encourage travelers to review official guidance and consider programs like Global Entry or Mobile Passport Control to streamline arrival. Learn More Help travelers expedite their arrival Trusted Traveler Programs help eligible visitors spend less time waiting and more time enjoying their trip. Recommend early: Introduce Global Entry or Mobile Passport Control during the booking process so travelers have time to enroll before departure. Match the traveler: Global Entry is best suited for frequent international travelers, while Mobile Passport Control is a convenient option for many eligible occasional visitors. Learn More Build a relationship with U.S. Customs and Border Protection Partnering proactively with U.S. Customs and Border Protection (CBP) creates opportunities to enhance the traveler experience, streamline arrival operations and protect your destination's reputation. Optimize arrivals and events: Connect with regional CBP leadership to share international event data, reduce wait times and identify opportunities for facility improvements. Protect traveler confidence: Establish direct lines of communication to obtain accurate information during port disruptions, helping your organization address misinformation and de-escalate potential crises in real time. Learn more 2026 World Cup Timeline Key dates travelers should know as they plan their visit to the United States ‹ Jun 11 Event title Jul 3 Group Stage Ends Jul 9 - Jul 11 Group Stage Ends Jul 15 - Jul 16 Semifinals Jul 19 The Final › 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 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
