Fort Lauderdale, Fla. — Though the U.S. welcomed 68 million travellers last year, the third highest number in the world, it was the only country with a decline in international travel, according to Geoff Freeman, President and CEO of the U.S. Travel Association.
“Our once $50-billion travel trade surplus is now a $70-billion deficit. While global travel grew by more than 10%, travel to the U.S. declined by 5%,” Freeman said during a keynote press conference at IPW 2026, which was held at the Broward County Convention Center on May 17-21. Freeman added that Canadian travel to the U.S. was down by 22%.
Freeman noted there is a combination of possible reasons for the decline, including the strength of the dollar, issues for Asian travellers flying over Russian airspace and the negative perception travellers have of certain U.S. Government policies and regulations at the border.
He said that U.S. Travel is being vocal in confronting certain issues, such as the proposed changes to the Electronic System for Travel Authorization (ESTA) for travellers from visa waiver countries, with the request by the U.S. Customs and Border Protection agency for the ability to collect social media information and extended family contact information from visitors.
“When they proposed that policy, U.S. Travel organized its travel industry allies to speak up,” Freeman explained. “As a result, Customs and Border Protection received more comments on this issue than any issue in the past. At the very least, we will continue to delay this policy, and I expect that whatever final policy comes to the table will be far different than the one proposed.”
Freeman shared the stage with Fred Dixon, President and CEO of Brand USA, who focused on strategies they are implementing to lure back international visitors.
Last October, Brand USA, the destination marketing organization for the U.S., launched its America the Beautiful campaign, which includes video spotlights, creative storytelling through social media and an AI-powered travel planning hub.
“Our most recent monthly ad tracking survey shows America the Beautiful is driving interest in travel to the U.S., with more than 70% of audiences reporting that the campaign positively influences their interest in visiting,” Dixon said.
He also presented two new supporting initiatives to expand the organization’s messaging: Get Facts. Get Going., and American Originals. Get Facts. Get Going. is designed to combat misperceptions circulating on social media and in international markets by providing real-time information on visa and entry policies, visa fees, ESTA requirements and other issues.
“Get Facts. Get Going. delivers a single source of accurate information for travellers,” Dixon said. “It’s always on, and it’s updated in real time to reflect current policies and procedures.”
American Originals, a new content and storytelling series, showcases the people, places and experiences that are uniquely American and includes spotlights on Monument Valley, Memphis, Texas, and New York City. The campaign celebrates the 250th anniversary of the U.S. in 2026, though will continue next year.
IPW 2027 will take place in New Orleans next May.
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