Brand USA, the official destination marketing organization for the United States, has formed a strategic alliance with U.S. Customs and Border Protection (CBP) to enhance travel from Japan and South Korea to the United States. This partnership aims to improve the travel experience for visitors from these vital Asian markets by implementing the Global Entry trusted traveler program, which offers pre-approved, low-risk travelers expedited processing upon arrival in the U.S.

Expanding Global Entry to Essential Asian Markets
The collaboration between Brand USA and CBP represents a significant step forward in enhancing the travel experiences of international visitors, particularly from Japan and South Korea. The Global Entry program is a crucial component of this initiative, allowing travelers to expedite their entry into the U.S. and significantly reduce airport wait times. This is especially advantageous for frequent travelers, ensuring a smoother arrival process.

Recently, approximately 800 mobile enrollment interviews for Global Entry were conducted during a sales mission, enabling travelers from Japan and South Korea to finalize their membership in the program. This initiative is part of a broader strategy to make the U.S. more accessible and appealing to international visitors during a time when convenience is essential.

Airlines Connecting Japan and South Korea to the USA:

• Japan
• All Nippon Airways (ANA): Tokyo (NRT, HND) to Los Angeles, New York
• Japan Airlines (JAL): Tokyo (NRT, HND) to San Francisco, Chicago
• United Airlines: Tokyo (NRT) to San Francisco, Los Angeles
• Delta Air Lines: Tokyo (HND) to Seattle, Atlanta
• American Airlines: Tokyo (NRT) to Dallas, Los Angeles
• South Korea
• Korean Air: Seoul (ICN) to Los Angeles, New York
• Asiana Airlines: Seoul (ICN) to San Francisco, Chicago
• United Airlines: Seoul (ICN) to San Francisco, Los Angeles
• Delta Air Lines: Seoul (ICN) to Seattle, Atlanta
• American Airlines: Seoul (ICN) to Dallas

The Impact on U.S. Tourism from Japan and South Korea
Japan and South Korea are key markets for U.S. tourism, with millions of travelers visiting each year. According to the National Travel and Tourism Office, over 800,000 Japanese tourists traveled to the U.S. by June 2024, reflecting a remarkable 47 percent increase from the previous year. This growth underscores the importance of programs like Global Entry in sustaining this positive trend.

The expansion of Global Entry into Japan and South Korea is expected to further improve these numbers by simplifying travel logistics to the U.S., minimizing airport wait times, and providing an efficient entry process that makes America an attractive destination for both leisure and business travelers.

A Milestone in U.S.-Japan and U.S.-South Korea Relations
This initiative is particularly significant in the context of the U.S.-Japan Tourism Year, which focuses on promoting travel-related cultural exchanges between the two nations. The partnership between Brand USA and CBP not only facilitates travel but also demonstrates a strong commitment from both public sectors to strengthen connections between the U.S. and Japan.

Deputy Assistant Secretary for Travel and Tourism Alex Lasry stated, “As we promote travel during this milestone year for U.S.-Japan relations…we make it easier and safer for visitors coming into our country.”

These efforts are also aligned with initiatives aimed at enhancing tourism exchange between the United States and South Korea. The expansion of Global Entry serves as tangible evidence of these diplomatic efforts to foster robust relationships with key Asian partners.

Technological Advancements in Traveler Processing
CBP’s commitment goes beyond merely expanding Global Entry; it continuously explores new technologies to provide trusted travelers with premium entry experiences into America. Diane J. Sabatino from CBP emphasized that innovation is crucial for improving the efficiency of traveler processing.

By utilizing advanced technologies such as biometric data—including facial recognition—CBP aims to ensure not only faster entry but also enhanced security measures that reduce errors or delays during processing, particularly at busy airports with high volumes of international passengers requiring expedited handling.

Future Prospects: Expanding Global Entry into Additional Markets
Looking ahead, Brand USA, in collaboration with federal partners, is evaluating opportunities for further extending Global Entry access internationally. The success experienced with the Japanese and Korean markets serves as a model that can be applied globally to elevate America’s status as an attractive tourist destination.

This expansion aligns with broader strategies aimed at establishing the U.S. as a leader in global tourism by providing seamless experiences for international arrivals while improving accessibility, which contributes positively to sustainable growth within the tourism industry.

Conclusion: A Collaborative Effort Towards Enhanced U.S. Tourism
The partnership between Brand USA and CBP represents a significant achievement in enhancing the experiences of visitors from Japan and South Korea through increased access provided via Global Entry registration, leading to smoother transitions upon entering the United States.

This collaborative effort exemplifies how public-private partnerships can yield beneficial outcomes not only for individual travelers but also significantly boost the overall tourism sector, helping to maintain America\’s reputation as a top global destination that actively caters to the needs of incoming tourists while innovating solutions to enrich visitor experiences moving forward.