A mostly frank assessment of the turbulent travel industry in the U.S.A. by American tourism leaders was a significant moment at the IPW 2026 international travel market that just ended in Fort Lauderdale, FL.
Leaders of two travel industry organizations that guide and promote international inbound travel to the U.S. took the stage at the Omni Fort Lauderdale hotel last week, to deliver state-of-the-industry reports to assembled media members from around the world. Their descriptions were in contrast to the brief presentations made to the media at last year’s IPW in Chicago.
“These are fascinating times, to say the least, when it comes to international inbound travel to the United States,” said Geoff Freeman, the president and CEO of the U.S. Travel Association.
“In the last year, the United States was the only country in the world to see a decline in international travel. Our one-time US$50 billion travel trade surplus is now a US$70 billion deficit,” he said.
“And while global travel grew by more than 10%, travel to the U.S. declined by 5%,” said the association president, who was joined on stage by Fred Dixon, the president and CEO of Brand USA.
Freeman noted that there was a variety of reasons for this, listing the strength of the U.S. dollar vs. other currencies, or issues with flying over Russian air space for Asian travellers, or the negative perceptions that some travellers have of regulatory mechanisms at the border. He did not mention the objections that some potential visitors have to the current U.S. president.
“There is no one reason for the decline in travel,” said Freeman. “Just as there is no one reason for the increase in travel from Mexico, Brazil, Argentina, Colombia. The story is mixed, but the one clear thing is that the U.S. welcomed 68 million travellers last year – the third most in the world.”
Border perceptions
Freeman took issue with some perceptions that visitors have of the U.S. border security experience. “When I talk to them and listen to their concerns, what I often hear is that ‘I’m worried I will be detained, or my device searched and seized.’”
“And yet the percentage of people that have a device searched or that are getting a secondary screening is the same under the Trump administration as it was under the Biden administration,” continued Freeman. “This is an example of misperception, but the truth is that perception becomes a reality.”
Freeman says that U.S. Travel is confronting certain policies that it believes threaten the future growth of international travel.
One is the proposed changes to the electronic system for travel authorization – ESTA – for travellers coming from countries where visas are not required. The authorities at the U.S. Customs and Border Protection agency have asked for the ability to collect social media information and extended family contact information as a matter of policy, said Freeman.
“When they proposed that policy, U.S. Travel organized its travel industry allies to speak up. 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,” said Freeman.
Near the end of the press conference, the two executives fielded questions that had been emailed to IPW ahead of time, so that answers could be formulated and delivered. One of those asked where Canadian travel stands at this time, and what can be said to Canadians that might make a difference.
Canadian concerns
Freeman answered that “Canadian inbound travel is extraordinarily important to the United States. But, unfortunately last year, Canadian travel to the United States was down by 22%.”
In a typical year, Canada is responsible for the greatest number of visitors to the U.S., and the greatest volume of visitor spending in the United States.
“It is extremely disappointing that we have offended so many Canadians,” said Freeman. “It is unfortunate that Canadians feel that they need to send the U.S. a message by staying away. We respect their point of view and we are ready to welcome Canadian travellers whenever they are ready to return.”
Freeman continued, “one thing that will not change is our focus on Canada, and our desire to welcome Canadian travellers. We have work to do to regain their trust and let them know that America wants them to come back. So, when they are ready, we will be here.”
Fred Dixon added that “the U.S. welcomed 16 million Canadians last year. To put that in perspective, that is four times the size of the U.K. travel market. We value the Canadians, and we miss them.”
The IPW in Fort Lauderdale drew nearly 5,000 delegates from over 60 countries. Over the course of three days, over 75,000 scheduled business meetings were conducted.
The 2027 edition of IPW will take place in New Orleans next spring.
In The Photos
1) Geoff Freeman, the president and CEO of the U.S. Travel Association, led the IPW keynote press conference.
2) Fred Dixon, the president and CEO of Brand USA, shared the stage with Geoff Freeman during the IPW keynote press conference.
3) The giant IPW sign outside the trade show was a popular photo stop.
4) A large delegation from New Orleans kept IPW delegates informed on the destination, which will host IPW in 2027.
