To draw more foreign visitors to U.S., Visa Waiver Program may get tougher-sounding name

In hopes of convincing lawmakers to allow more foreign visitors into the U.S., top tourism officials are turning to a marketing tactic more common in the business world: a rebrand.

The nation's Visa Waiver Program now allows travelers from 38 countries to visit the U.S. without visas. But tourism officials worry that security concerns may keep lawmakers from expanding the program to add more countries.

And so the trade group for the nation's travel industry