U.S. Travel Association President & CEO Geoff Freeman and Brand USA President & CEO Fred Dixon addressed the state of inbound international travel to the United States – and efforts to improve it – at IPW 2026. Karryon reports from Fort Lauderdale.
“When it comes to international inbound travel to the United States, we’ve seen the headlines, we’ve read the stories, we’ve heard the concerns,” Freeman told global media attendees.
“Let’s start with the numbers. They tell a concerning story, and we can’t spin them. The United States last year was the only country in the world to see a decline in international travel,” he said.
The US reported a five per cent decline in international travel in 2025, turning a USD$50 billion (around AUD$69.9 billion) travel trade surplus into a USD$70 billion (around AUD$97.8 billion) deficit, as global travel grew 10 per cent last year.
Despite this, 68 million travellers still visited the US last year – the third highest inbound visitation in the world.
The state of international travel to the United States
Freeman said there was no single reason for the international travel decline, citing issues such as currency exchange rates, global instability affecting flight routes and US policy proposals.
He also addressed concerns and misconceptions about policies on device searches and proposed changes to the Electronic System for Travel Authorisation (ESTA), both of which are major barriers for inbound international travellers.
“The percentage of people who have a device search or a secondary screening when they enter the United States today is the exact same under the Trump administration as it was under the Biden administration,” Freeman said.
“This is an example of the misperception that we’re confronting, but the truth is the perception becomes someone’s reality, and we’ve got to work harder to send a clear message that travellers are welcome.”
Freeman said the U.S. Travel Association is working to confront policies that threaten future international travel growth, particularly the proposed ESTA changes and the US Customs & Border Protection requesting the ability to collect social media information.
“Customs & Border Protection received more comments on this issue than any issue in the past. We have succeeded in delaying this policy at the very least, and I expect whatever final policy comes to the table will be far different than what was proposed,” he said.
“Similarly, Congress passed legislation creating a new USD$250 fee for those who need a visa. That legislation was supposed to have gone into effect on 1 October 2025.
“U.S. Travel has been successful in delaying that fee, and we will continue to leave no stone unturned when it comes to stopping that unnecessary and damaging policy,” he added.
What’s working – and what’s not
Freeman acknowledged recent airport system upgrades and initiatives for inbound international travellers and the travel industry to improve travel efficiency and visa wait times, while also candidly addressing the damage caused by US government shutdowns.
“The government shutdowns we’ve experienced in the United States over the past seven months or so are embarrassing, and they harm our credibility, both at home and abroad. It is unconscionable that we would send air traffic controllers and TSA officers to work every day without paying them,” he said.
“The fact that we now have the government open shouldn’t be something we celebrate, it should be what we expect every single day to give travellers a more efficient, a more confident experience.
“We are working hard to make sure aviation, both TSA and air traffic control groups, are exempt from any future shutdowns. Legislation has been introduced in the Senate and in the US House to do that.
“We’ve got a lot of work to do to get it across the finish line, because too many policymakers think they can hold this industry hostage in order to achieve their political goals. Our focus is obviously on preventing that from happening,” he said.
Brand USA goes to market with trade support
Brand USA President & CEO Fred Dixon referred to the new ‘Get Facts. Get Going‘ initiative, complementing inspiration with real-time info about visas, policies and fees to address misconceptions to shore up international travel trade and traveller confidence.
“In today’s complex, fast-moving environment, it is imperative that we arm consumers with the information they need to move forward with confidence,” he said.
He shared that the ‘America the Beautiful‘ campaign, which was revealed at last year’s IPW and officially launched in October 2025, has boosted travel interest by 70 per cent and increased travel intent by 100 per cent. The new ‘American Originals‘ content series continues the inspirational travel narrative.
“In short, ‘America the Beautiful’ is the campaign and brand framework for everything we do. ‘American Originals’ engages travellers, their authentic storytelling, further driving consideration, and ‘Get Facts. Get Going’ activates the conversation with a single source of accurate information for travellers – it’s always-on and updated in real time to reflect current policies and procedures,” Dixon said.
“Through this new channel, we tackle the issue of misperceptions head on by routing the conversation into facts, because in every case, whether it’s visa requirements, screening policies, injury procedures, or national park fees, the facts tell a more welcoming story by communicating directly to agents, by putting the facts at the point of sale, through big consumer media in key markets, and AI-powered support integrated into our trip planning tools.”
America is open to international travel
Citing just-released research, Freeman told global travel media that more than four out of five international travellers to the US say they feel safe, secure and welcome, “and are going home and telling their friends and family to have the American experience”.
“The bottom line is this: America wants travellers, America needs travellers. We have work to do when it comes to convincing the world that travellers are welcome,” he said.
“We hope you’ll let the world know that America wants them, that America is open for business, and America will give them the experience that only America can provide.”
