Two new supporting initiatives expand the organisation’s messaging: Get Facts Get Going, an always-on effort designed to provide real-time information on visa and entry policies, fees, and more to combat misperceptions; and American Originals, a new content and storytelling series spotlighting the people, places, and experiences that are distinctly American.

The new initiatives being announced this week at the US Travel Association’s IPW in Fort Lauderdale, Florida, targeting leisure tourism, and at IMEX in Frankfurt, Germany, targeting international business events, reflect the organisation’s focus on growing international travel demand and boosting travel exports that impact the US economy and communities. The announcement comes as the US is readying to host significant major events beginning next month, including the FIFA World Cup, America’s 250th anniversary, and the Route 66 Centennial.

“In line with our mission to impact the US economy through travel exports, we have an opportunity to build traveller confidence further and inspire visitation,” said Brand USA’s President and CEO, Fred Dixon. “With our expanded platform, we are introducing American Originals, which spotlights the people and places who originated the styles, sounds, and tastes the world loves, while Get Facts Get Going serves as a single source of information to address misperceptions head-on. We want international visitors to know that we are open for business and warmly welcome them.”

Since its global launch last October, America the Beautiful has served as Brand USA’s flagship campaign and platform, inspiring international audiences. Monthly surveys show more than seven in ten respondents say the campaign positively influences their interest in visiting the US.

Brand USA is now building on that foundation with two new initiatives, each serving a distinct and equally important role. America the Beautiful inspires. American Originals fuels consideration, and Get Facts Get Going aids conversion by dispelling perceived logistical barriers.

Operating under a single data-driven and strategic framework, Brand USA has also created new integration opportunities with its destination partners, such as South Dakota and Alabama, and with corporate brands such as Hilton, with more to come. New integrations are designed to expand reach, improve target efficiency, and increase visibility for the platform and partners.

Get Facts Get Going

The expansion tackles misperceptions about visa requirements, entry procedures, fees, visa integrity, national park pricing, and screening policies. It has created confusion among some international travellers — until now, no single easy-to-use resource has brought this information together in one place. 

Get Facts Get Going is built to be always on, and continually updated as an integrated marketing, communications, and trade effort reaching international audiences through paid media in key global markets; real-time content delivered through global distribution systems; direct travel trade engagement through Brand USA’s agent training USA Discovery Program; and testimonials through the organisation’s Visiting Journalists Programme.

As an extension of these efforts, Brand USA has an ongoing partnership with US Customs and Border Protection to facilitate and expand global entry sign-ups in international markets. CBP representatives will be on-site at IPW this week at Brand USA’s booth to help answer questions and provide updates on trusted traveller programmes.

(Source: Brand USA)

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The three-country mission brought together 10 US partners. It engaged more than 200 travel trade professionals through B2B meetings, industry briefings and networking sessions, underscoring Southeast Asia’s growing importance as a key inbound market for the US.

The initiative also reflects broader momentum in the region, driven by expanding air connectivity and rising demand for long-haul and experiential travel, particularly in the lead-up to major global events, including the FIFA World Cup 2026, America250, and the Route 66 Centennial.

Brand USA boosts travel to the US from Southeast Asia with an inaugural multi-city sales mission.

In Taipei, approximately 65 agents participated in the event, followed by 32 in Ho Chi Minh City and 45 in Manila, reflecting strong engagement from key travel trade partners across all three markets.

The sales mission also marked Brand USA’s first-ever engagement in both Ho Chi Minh City and Manila, reflecting a strategic focus on expanding its presence in high-growth Southeast Asian markets while reinforcing long-standing relationships in Taiwan.

Southeast Asia remains a high-potential region for travel to the US, with Taiwan, Vietnam, and the Philippines playing an increasingly important role in driving international visitation.

In 2025, the US welcomed 427,470 visitors from Taiwan, 127,056 from Vietnam, and 315,352 from the Philippines, supported by more than 234 weekly direct flights between Southeast Asia and key US gateways.

Taiwan remains a mature, high-value outbound market with a well-established FIT segment and sustained demand for long-haul travel. 

Vietnam is an emerging market with a rapidly growing middle class and increasing interest in experiential travel. 

Meanwhile, the Philippines continues to demonstrate consistent outbound volume, driven by VFR, business travel, and rising demand for multi-purpose itineraries that combine leisure and cruise experiences.

During the mission, Brand USA launched its Global Ambassador Programme in Singapore, Taiwan, Vietnam and the Philippines, introduced to equip travel advisors with deeper destination expertise and support long-term visitation to the United States.

Expanding air connectivity

The continued expansion of air connectivity between Southeast Asia and the US is playing a critical role in improving accessibility and supporting travel demand across key gateways.

Recent developments include new routes from Taipei to Phoenix (PHX) by China Airlines and STARLUX Airlines, as well as EVA Air’s upcoming service to Washington, D.C. (IAD), launching 3 July 2026. Philippine Airlines is increasing frequencies between Manila and Los Angeles (LAX). 

United Airlines has resumed services connecting Ho Chi Minh City to Los Angeles and San Francisco via Hong Kong. At the same time, Vietnam Airlines remains the only carrier operating non-stop flights to San Francisco, with four weekly services.

“This inaugural Southeast Asia Sales Mission underscores the importance of the region as a key driver of inbound travel to the United States,” said Brand USA Senior Vice President, Global Markets & Chief Trade and Product Development Officer, Malcolm Smith.

“By engaging directly with our travel trade partners across Taiwan, Vietnam and the Philippines, we are strengthening relationships, sharing insights, and creating new opportunities to inspire travel to the USA.”

Participating US partners in the sales mission 

Arizona Office of Tourism

Choose Chicago

Disney Destinations

Explore Fairbanks

New York City Tourism + Conventions

Philippine Airlines

TaxFree Shopping Ltd

Tour America

Travel Texas

United Airlines

(Source: Brand USA)

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The arrival of this aircraft, leased from SMBC Aviation Capital, marks an important milestone in Air Canada’s fleet renewal and growth strategy, with a total of 30 A321XLR aircraft (15 to be leased, 15 to be acquired directly from Airbus SAS).

“The Airbus A321XLR introduces a dynamic new component to Air Canada’s growth strategy, greatly expanding our flexibility to launch new international routes and improve our offering on existing markets. This game-changing aircraft will shortly be deployed across the Atlantic from Montréal and Toronto, while also becoming a staple on key North American transcontinental markets,” said Air Canada Executive Vice President and Chief Commercial Officer, and President of Cargo, Mark Galardo.

“By combining transatlantic range with a significant reduction in fuel burn and CO2 emissions, the A321XLR will further empower Air Canada to unlock ambitious new routes with unprecedented efficiency. We are very proud to see our latest-designed aircraft take flight under the iconic maple leaf,” said Airbus Commercial Aircraft EVP Sales Benoît de Saint-Exupéry.

The A321XLR delivery is the latest step in Air Canada’s multi-year fleet modernisation programme, which focuses on customer experience, operational resilience, and fuel-efficiency improvements compared with older-generation aircraft. 

In addition to the A321XLR, Air Canada has announced orders for eight A350-1000s, with deliveries starting in 2030, and 14 Boeing 787-10 Dreamliners. It also continues to take deliveries of the Canadian-built Airbus A220, with 23 aircraft remaining on its firm order of 65. Five Boeing 737 MAX aircraft on lease are scheduled for delivery in 2026.

(Source: Air Canada)

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The Condé Nast Traveler Hot List, curated by the publication’s editorial team, honours standout hotels, resorts, restaurants, and cruise ships that raise the bar for design, service, and sense of place within their first sailing year.

As Princess Cruises’ newest Sphere Class ship, Star Princess represents an evolution of the brand’s signature guest experience, blending modern design with inviting spaces intentionally crafted to connect guests more meaningfully with the world around them. The Hot List recognition coincides with preparations for her inaugural Alaska season, sailing from Seattle this May, making her the first Sphere Class ship to sail to Alaska.

Princess Cruises will sail its largest Alaska season ever in 2026 with the expanded programme featuring eight ships — 180 departures and visits to 19 destinations.

The 177,800‑ton Star Princess, with a 4,300 passenger capacity, commenced commercial sailings in October 2025 from Barcelona.

(Source: Princess Cruises)

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With Hawaiian Airlines on board, oneworld’s global network offers greater travel opportunities across the Hawaiian Islands and new destinations in the Pacific, including Hilo, Hawai’i; Rarotonga, Cook Islands; Pago Pago, American Samoa; and Papeete, Tahiti.

“We are delighted to welcome Hawaiian Airlines into the oneworld family officially, further strengthening our alliance’s footprint in the Pacific region and the US,” said oneworld CEO Ole Orvér. 

“We are thrilled to join this extended ‘ohana, or family of the world’s best airlines,” commented Hawaiian Airlines CEO Diana Birkett Rakow. “Oneworld brings significant global travel benefits to our guests, including Atmos Rewards loyalty members.”

Hawaiian Airlines guests will now enjoy access to almost 1,000 global destinations across the oneworld network. In contrast, the airline’s top-tier guests will gain access to oneworld Priority benefits, including access to First Class check-in and lounges, plus fast-track security lanes at selected airports, regardless of class of travel, and a network of nearly 700 premium airport lounges, including oneworld-branded lounges in Amsterdam Schiphol Airport and the award-winning facility in Seoul’s Incheon Airport.

Hawaiian Airlines operates about 230 daily flights to, from and within the Hawaiian Islands and welcomed more than 11 million passengers in 2025. Hawaiian Airlines connects the Pacific, linking the islands of Hawai’i with key destinations in Asia, North America and the South Pacific, including oneworld hubs in Los Angeles, New York–JFK, Seattle, Sydney and Tokyo.

The airline serves every major Hawaiian island directly and operates an average of 140 daily inter-island flights. oneworld customers enjoy seamless connections throughout the archipelago to and from Europe, the Middle East, Australia, Asia and North America via its hubs in Honolulu, O’ahu, and Kahului, Maui.

About Alaska, Hawaiian and Horizon
Alaska Airlines, Hawaiian Airlines and Horizon Air are subsidiaries of Alaska Air Group, and McGee Air Services is a subsidiary of Alaska Airlines. The airline group has hubs in Seattle, Honolulu, Portland, Anchorage, Los Angeles, San Diego and San Francisco serving more than 140 destinations throughout North America, Latin America, Asia, the Pacific and Europe. 

About oneworld
Oneworld brings together 16 world-class airlines — Alaska Airlines, American Airlines, British Airways, Cathay Pacific, Fiji Airways, Finnair, Hawaiian Airlines, Iberia, Japan Airlines, Malaysia Airlines, Oman Air, Qantas, Qatar Airways, Royal Air Maroc, Royal Jordanian and SriLankan Airlines — and more than 20 of their affiliates. 

(Source: Oneworld)

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With more than 100 voyages across six ships departing from three homeports, travellers can explore Alaska with Holland America sailings from April through September — from Seattle, Washington;  Vancouver, Canada; and between Vancouver and Whittier, Alaska.

Holland America is introducing 25 new shore excursions on Alaska itineraries in 2026. Among the most anticipated are Adventure to Norris Glacier: Floatplane, Paddle and Hike in Juneau; Exclusive Eland & Friends Moose Discovery in Anchorage; Remote Coastal Rainforest Hike, Gourmet Seafood Picnic & Brewery in Kodiak; and Authentic Alaska: Tongass Rainforest Hike in Sitka.

Every Alaska cruise includes a visit to one or more of Alaska’s iconic glacier destinations: Glacier Bay National Park, Hubbard Glacier, Dawes Glacier and Endicott Arm. 

Holland America ships visiting Alaska carry a wildlife expert on board, and a Wildlife Spotting Guide points out the native animals found along the cruise route, including a map with the best places to see each species. Ashore, Holland America offers nearly 180 shore excursions to see a wide range of species.

In addition to these wildlife-viewing opportunities, the mission of the Alaska Wildlife Conservation Centre (AWCC) remains top of mind for Holland America. Guests on northbound voyages can visit the conservation centre between Whittier and Anchorage and see Eland the Moose on exclusive shore excursions, experiencing the peaceful setting surrounded by alpine glaciers and Alaska’s beautiful wildlife.

Holland America Line’s 2026 Alaska cruise season features six ships: Koningsdam, Eurodam, Nieuw Amsterdam, Noordam, Westerdam and Zaandam.

Sample departures 

• Seven-day Alaska Explorer round-trip from Seattle aboard Eurodam and Noordam.
• Seven-day Alaska Inside Passage round-trip from Vancouver aboard Koningsdam and Zaandam.
• Nine-day Denali & Yukon Cruisetour, May through August.
• 10-day Signature Denali Cruisetour, May through September.
• 18-day Great Bear Rainforest and Alaska Explorer round-trip from Vancouver, departing Seattle 16 September 2026, aboard Zaandam.

(Source: Holland America Line)

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As Star Princess made her way through one of the world’s greatest engineering marvels, guests onboard experienced a front-row seat to the intricate lock system and breathtaking scenery that define this legendary crossing. 

The transit marks a significant moment in the ship’s inaugural season and underscores Princess Cruises’ longstanding connection to canal voyages.

“A Panama Canal transit is a true ‘must-do’ journey for travellers around the world, and it’s especially meaningful when one of our newest ships makes this iconic passage for the very first time,” said Star Princess Captain Gennaro Arma. “We’re honoured to make this historic crossing in partnership with the Panama Canal Authority, whose expertise and stewardship have shaped one of the world’s great maritime landmarks.”

Guests sailing aboard Star Princess enjoyed special programming throughout the day, including commentary from destination experts, enrichment presentations on the history and significance of the canal, and scenic viewing opportunities from the ship’s open decks and observation spaces.

Princess Cruises pioneered regularly scheduled Panama Canal cruising in 1967, becoming the first cruise line to transit the waterway, and is the leading cruise line in this destination. The upcoming 2026-2027 season features six Princess ships, sailing on 31 departures on nine itineraries from Fort Lauderdale, Los Angeles, San Diego, San Francisco and Vancouver. 

Highlights of the season include 13 transits through the historic locks and 26 transits through the new lock.

The 177,800-ton Star Princess is the newest Sphere Class addition to the fleet, carrying 4,300 guests.

(Source: Princess Cruises)

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The airline will offer three premium cabin fare options for long-haul international flights, transcontinental US flights, and select flights to Hawaii. They are base (new offer) standard and flexible, in the premium cabin, which will join the airline’s existing standard and flexible fares tiers in the economy cabin.

The front cabin will also be branded United Polaris on select transcontinental US and select longer Hawaii flights. Customers who buy the standard or flexible fares in United Polaris on these flights will have access to the United Polaris lounge. Customers who purchase the base United Polaris option will still have access to the United Club.

United has also redesigned the shopping pages on its website and mobile app to accommodate this change and launch the new categories in select markets during April. It will expand the fares to additional long-haul international, transcontinental US and longer Hawaii flights later this year.

“These new tiered options give customers more choice and make it easier to find a fare that includes the benefits they want most – whether that’s a great value, added perks, or maximum flexibility,” said United’s Chief Commercial Officer Andrew Nocella. 

For domestic and short-haul international flights, and for travel in United economy cabins on long-haul international flights, there’s no change to what’s included in the basic, standard, and flexible categories. They will simply be displayed on United’s shopping pages in a new, clearer way.

In premium cabins on long-haul international and transcontinental US flights and flights between the airline’s hubs in Newark, Washington D.C. and Chicago and Hawaii, the base category offers customers the lowest price point, the standard category offers perks like free seat selection, additional checked bags and the ability to make changes, and tickets in the flexible category are fully refundable and offer all the benefits included in standard tickets. 

(Source: United Airlines)

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With more than 350,000 passengers connecting between Star Alliance member airlines at Los Angeles International Airport (LAX) each year, it is one of the Alliance’s most critical global transfer hubs.

Designed to support passengers with tight connections between two Star Alliance member airline flights, SCC proactively identifies customers at risk of missing their onward journey due to their delayed incoming flight and expedites them to their next flight.

For Star Alliance passengers, the experience is simple: a smooth and seamless connection. Behind the scenes, however, teams across Star Alliance member airlines work together to make that possible. Dedicated agents monitor transfer windows using specialised software and step in to coordinate support — meeting passengers at the arrival gate and guiding them swiftly to their next flight.

Star Alliance has operated Connection Centres for more than a decade, supporting both passenger and baggage transfers at key hubs worldwide. In addition to Los Angeles, Star Connection Centres are located in Brussels (BRU), Chicago (ORD), Frankfurt (FRA) and Toronto (YYZ). At the same time, dedicated baggage-focused SCCs operate in Houston (IAH), Newark (EWR), Washington Dulles (IAD) and San Francisco (SFO).

At present, 16 Star Alliance member airlines serve Los Angeles: Air Canada, Air China, Air New Zealand, ANA, Asiana Airlines, Austrian, Avianca, Copa Airlines, EVA Air, LOT Polish Airlines, Lufthansa, Singapore Airlines, SWISS, TAP Air Portugal, Turkish Airlines and United. Together, they operate more than 2,000 weekly flights to over 80 destinations across more than 20 countries.

(Source: Air India)

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Starting earlier than in past years, the 2027/2028 season offers additional sailings and more ways to experience the region. All itineraries are 14 days or longer and are designed to showcase iconic landmarks and remote destinations.

Nieuw Amsterdam will make her debut in South America during the season, sailing on voyages ranging up to 41 days from October 2027 through March 2028. Guests will be able to take in Antarctica’s icy landscapes, the Amazon River, the Chilean Fjords and many of South America’s most celebrated ports.

Nieuw Amsterdam debuts in South America

Nieuw Amsterdam’s arrival in South America brings added capacity and an enhanced onboard experience to the region for the 2027–2028 season. The ship replaces Oosterdam and offers guests more stateroom and suite options along with a range of popular dining and enrichment venues.

The season begins with Holland America Line’s 26‑Day Inca Coast: Mexico & Latin America Legendary Voyage, an extended journey from Vancouver, British Columbia, Canada, to San Antonio (Santiago), Chile, sailing  7 October 2027, aboard Nieuw Amsterdam. The itinerary features overnights in Manta (Quito), Ecuador, and Callao (Lima), Peru. It includes calls across California, Mexico, Guatemala, Costa Rica, Ecuador, Peru and Chile — providing rare opportunities such as crossing the Equator and visiting Machu Picchu, along with meaningful time in vibrant coastal cities.

Itinerary Highlights

28-Day Legendary Amazon Explorer (Zuiderdam, round-trip Fort Lauderdale, 6 January 2028): Sail deep into the heart of the Amazon rainforest, with overnight stays in Manaus and visits to Parintins, Alter do Chão, Santarém, Boca da Valeria and Caribbean gems like Martinique, Barbados and St. Lucia.

17-Day Inca & Panama Canal Discovery: Lima Overnight (Nieuw Amsterdam, 21 March  2028): Cruise between San Antonio (Santiago) and Fort Lauderdale, taking in the modern wonders of the Panama Canal and diving deeply into Fuerte Amador (Panama City) and Callao (Lima)’s unique cultures and distinctive local charm during overnight stays.

(Source: Holland America)

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