IPW 2026 has wrapped after five full days of appointments, networking and standout events in the Florida sun, drawing a line in the sand about the state of inbound international tourism to the United States and looking forward with strategic purpose. Karryon reports from Fort Lauderdale.
The USA’s premier travel trade and media marketplace attracted around 1,700 international travel buyers and 500 media representatives from more than 70 countries to attend IPW 2026 from 17–21 May.
U.S. Travel Association President & CEO Geoff Freeman revealed the latest inbound tourism figures, sharing that the USA was the only country in the world to see a decline in international travel in 2025.
The US travel industry policy and advocacy organisation was refreshingly upfront about international travellers’ perceptions of the United States, addressing the underlying issues and sharing the inroads and initiatives developed to combat the decline.
These include Brand USA’s latest programs: ‘American Originals‘ and ‘Get Facts. Get Going, designed to both inspire and inform travellers and advisors and dispel common misconceptions about travelling to the US right now.
U.S. Travel Association also shared new YouGov survey results that showed 91 per cent of international travellers said they were satisfied with their recent US trip and 83 per cent felt welcome during their visit.
The sentiment shift was felt in conversations both on the trade floor and at networking events as international buyers and media connected with US suppliers in person.
In addition, South Florida brought the summer vibes, starting with the Press Brunch at The Fort, an outdoor venue on a beachside lake with pop-up food and drink, entertainment, activations and more, plus themed local tours including the Everglades.
It was followed by the IPW 2026 Opening Party on Fort Lauderdale Beach – a sprawling open-air affair with activations, food and beverage tents, live music, DJs and themed areas setting the scene.
Days were filled with appointments and hosted lunches from Visit California and Royal Caribbean Group, while nights included the NYC Center Stage event, bringing Broadway to Fort Lauderdale, and supplier-hosted parties around town.
The IPW 2026 Closing Party took place in front of the Broward County Convention Center, culminating with a full festival atmosphere, including a DJ, live music, entertainers, food trucks, carnival rides and arcade games, plus plenty of nostalgic snacks and drinks.
While overall attendance was down across international travel buyers and media and US suppliers compared to previous years, the general mood was buoyant.
Destination marketing organisations (DMOs) and brands are looking towards the future, deploying targeted initiatives to woo inbound travellers and address travel barriers, against a backdrop of global uncertainty as DMOs and brands reforecast budgets.
In this climate, brands are increasingly leaning into storytelling and emotive motivation to target high-value travellers.
Riding a Bad Bunny-fuelled Super Bowl high that moved Puerto Rico from broad awareness to high-authority brand engagement, Discover Puerto Rico CMO Storm Tussey said travellers are “increasingly choosing the island for authentic cultural experiences that create emotional connection and lasting memories”.
NYC Tourism + Conventions President & CEO Julie Coker added that research consistently shows the most meaningful experiences are iconic moments that turn into personal moments.
It’s a case for inducing an emotional connection by showcasing experiences and moments over promoting landmarks and places.
It’s one that the US, through both Brand USA’s ‘America the Beautiful‘ campaign and the marketing efforts of states, regions, cities and brands, hopes will cut through the noise to the core of why we travel.
IPW 2027 will take place in New Orleans from 2–6 May 2027.
