IPW: ‘Tourism to the US is recovering, but is still below 2019 levels’

Travel must become a national priority, obstacles to visitor growth (entry visas, ed.) must be resolved and the United States must become the most visited nation in the world.

That is the plea of ​​Geoff Freeman, President and CEO of the US Travel Association, during IPW 2024 in Los Angeles.

“It should be nothing less than our national goal to become number one in terms of visitor numbers, visitor spending and visitor experience,” says Freeman.

But our ambitions are limited by excessively long wait times for visitor visas, often long waits at customs and an air traffic control system that struggles to meet demand. Achieving growth in travel requires a sustained focus from government and industry to address frictions and improve the process for travelers.’|

The 55th edition of IPW took place from May 3 to 7 at the Los Angeles Convention Center. IPW generates more than US$5.5 billion (EUR5.1 billion) in economic impact for future travel to the US.

Freeman pointed to the coming decade of opportunity as the U.S. prepares to welcome millions of new travelers to major events across the country, including this summer’s Copa America, the FIFA World Cup matches, America’s 250th anniversary celebration in 2026 and the 2028 Summer Olympics in Los Angeles.

At US Travel’s IPW press conference, Freeman was joined by a panel from the Commission for Seamless & Secure Travel, which aims to make travel to the US easier and more secure.

Participants took part in a discussion about a more efficient, safer and modern travel system for the US. The committee makes recommendations to modernize the travel experience, increase U.S. competitiveness and promote growth.

“IPW is back,” Freeman declared. He pointed out the presence this year of approximately 5,700 participants from almost 70 countries.

IPW brings together U.S. travel suppliers with international tour operators and buyers for 100,000 scheduled business appointments over three days. IPW recorded 20 percent more participants this year than in 2023. This, he says, is an indication of the continued recovery of travel.

However, the total number of inbound visitors in the US at the end of 2023 was only at 84 percent of 2019 levels, so there remains much work to be done to increase arrivals and increase market share.
The 56th edition of IPW will be held in Chicago from June 14 to 18, 2025. (Archive photo TravMagazine).