Brand USA and CBP Join Forces to Enhance Travel Experience from Japan and South Korea to the U.S.

Brand USA, the United States' destination marketing organization, has announced a strategic partnership with U.S. Customs and Border Protection (CBP) to promote travel from Japan and South Korea to the United States. This collaboration is aimed at enhancing the travel experience for visitors from these key Asian markets through the introduction of the Global Entry trusted traveler program, which allows pre-approved, low-risk travelers expedited clearance upon arrival in the U.S.

The partnership between Brand USA and CBP marks a significant step forward in improving the travel experience for international visitors, particularly those from Japan and South Korea. The Global Entry program, a cornerstone of this initiative, offers travelers the opportunity to expedite their entry into the United States, significantly reducing wait times at U.S. airports. This is particularly valuable for travelers who are frequent visitors to the U.S., as it ensures a smoother and more efficient arrival process.

During a recent sales mission, nearly 800 Global Entry mobile enrollment interviews were conducted, allowing travelers from Japan and South Korea to complete their membership in the program. This effort reflects a broader strategy to make the United States more accessible and appealing to international travelers, particularly in an era where convenience and efficiency are paramount.

Japan and South Korea are vital markets for U.S. tourism, with millions of travelers from these countries visiting the U.S. each year. According to data from the National Travel and Tourism Office, over 800,000 Japanese travelers visited the U.S. as of June 2024, representing a 47 percent increase compared to the previous year. This surge in travel underscores the importance of initiatives like the Global Entry program in maintaining and further enhancing this momentum.

The Global Entry program's expansion to Japan and South Korea is expected to further boost these numbers by making travel to the U.S. more appealing and hassle-free. By reducing the time spent in airport queues and providing a more streamlined entry process, the program enhances the overall travel experience, making the U.S. a more attractive destination for both leisure and business travelers from these countries.

This initiative is particularly significant in the context of the U.S.-Japan Tourism Year, a period dedicated to promoting travel, tourism, and cultural exchanges between the two countries. The collaboration between Brand USA and CBP not only facilitates easier travel but also symbolizes the strong commitment of both public and private sectors to fostering closer ties between the U.S. and Japan.

Similarly, the initiative aligns with efforts to strengthen U.S.-South Korea relations by enhancing tourism and cultural exchange between the two nations. The expansion of the Global Entry program is a tangible reflection of these diplomatic efforts, contributing to a more robust and dynamic relationship between the U.S. and its key Asian partners.

By leveraging advanced technologies, CBP aims to make the entry process not only faster but also more secure. This includes the use of biometric data, such as facial recognition, to expedite identity verification and reduce the likelihood of errors or delays. These advancements are particularly beneficial in high-traffic airports, where large volumes of international travelers require efficient processing to maintain smooth operations.

Looking ahead, Brand USA and its federal partners are exploring opportunities to expand the Global Entry program to additional international markets. The success of the program in Japan and South Korea serves as a model for how such initiatives can be effectively implemented in other countries, further enhancing the global reach and appeal of the United States as a travel destination.

This expansion is part of a broader strategy to position the U.S. as a leader in global tourism by offering a seamless and welcoming experience for travelers from around the world. By reducing barriers to entry and improving the overall travel experience, the U.S. aims to attract a diverse range of visitors, contributing to the growth and sustainability of its tourism industry.

The partnership between Brand USA and CBP represents a significant milestone in the effort to enhance the travel experience for visitors from Japan and South Korea. Through the expansion of the Global Entry program, these travelers can now enjoy expedited entry into the United States, making their journey smoother and more efficient.

With ongoing efforts to expand Global Entry to additional markets and the continuous development of new technologies, the future of U.S. tourism looks promising. By prioritizing the needs of international travelers and offering innovative solutions to enhance their experience, the United States is well-positioned to continue thriving as a premier destination for global tourism.