Brand USA has unveiled a new tourism campaign titled ‘America, the Beautiful’ which places a strong emphasis on human-to-human connections, and the USA’s unique experiences.

Geoff Freeman, President and CEO of the U.S. Travel Association, says existing screening and Customs processes for visitors to the United States of America continue to lag behind other nations, and needs urgent attention.

The Travel Junction has partnered with Brand USA to create 12 new self-drive itineraries through the United States, aimed at making booking trips to the USA simple and easy.

The US Customs and Border Protection (CBP) will bump up the cost of the Electronic System for Travel Authorisation (ESTA) from US$10 to US$17 for the next five years.

Scenic’s 2019 program includes exclusive access to the full range of Fairmont Hotels & Resorts throughout Canada, from the Fairmont Express in Victoria to Fairmont Chateau Whistler, as well ascomplimentary drinks packages during all cruises on Holland America Line and Princess Cruises.

“The goal of Visit US is to work with the White House to promote a simple and achievable idea: the US should be the most secure and the most-visited country in the world,” said Roger Dow, US Travel Association President and CEO.

Approximately 40 industry insiders gathered at the event to learn what makes Sonoma County and Napa Valley so special. After the recent fires in California, the region has seen a decrease in tourists. The event was held to encourage those who visit San Francisco to drive an hour to these regions and experience the premium wines and activities on offer.