IITA Summit 2026 Wrap Up

More than 200 attendees gathered in Niagara Falls for IITA Summit 2026, coming together to conduct business, strengthen partnerships, and explore the strategies shaping the future of international travel to the United States. Set against the breathtaking backdrop of the spectacular frozen Falls, the Summit delivered far more than a memorable setting. It created space for meaningful dialogue, destination discovery, and candid conversations about the state of the industry—along with practical solutions and fresh ideas to build on the strength and resilience of the inbound travel community.

Niagara Falls USA kicked off the Summit with a blow out Super Bowl party - as this year marks the last Summit that will start on Super Bowl Sunday (based on an earlier decision by the Board of Directors). It was the most attended Super Bowl event and our hosts did it right with great food, fun and flare.

On opening day, Summit Chair Oswaldo Freitas (Easy Time Travel LLC) welcomed delegates, and Tina Mt. Pleasant (Destination Niagara USA) greeted attendees on behalf of the  Haudenosaunee Confederacy of the Six Nations on the homeland of the Seneca Nation. John Percy (President & CEO, Destination Niagara Falls USA), welcomed the group wrapped in Niagara Falls winter swag and introduced regional leaders Mayor Robert Restaino and Kevin Nephew (President & CEO, Seneca Gaming Corporation), which reinforced a strong sense of place, partnership, and shared opportunity. 

Federal perspective: Newly appointed Deputy Assistant Secretary Robert O’Leary outlined priorities for strengthening international inbound travel through competitiveness, market awareness, and enhanced public–private collaboration. O'Leary spent the day meeting attendees and attending education sessions to hear the state of today's inbound travel business from data analyses to first-hand experiences.

Strategy, Data, and Industry Outlook

A keynote from Brand USA, Fred Dixon and Janette Roush, explored how the America the Beautiful strategy integrates storytelling, technology, and artificial intelligence to drive international visitation and connect destinations with global audiences.

Education sessions throughout Monday examined the evolving inbound landscape through data, policy, and innovation, including:

• Analysis of global inbound trends and market forecasts from leading research organizations
• A focused discussion on Canada, the United States’ largest inbound market (until 2025 when Mexico took the lead), and factors influencing cross-border travel demand
• Advocacy priorities and policies shaping international visitation and impacting industry competitiveness
• Best practices for collaborating with tour operators and measuring return on investment
• Practical applications of artificial intelligence to improve marketing, operations, and destination discoverability

A new element to this year's education was watching live illustration by keynote artist Julia Bakay capture a visual summary of key education insights, illustrating major themes from the Summit’s learning sessions.

Industry Collaboration and Future Readiness

Tuesday’s program centered on industry collaboration and strategic planning through an All Member Forum 

focused on preparing the inbound sector for the future. Experts and participants explored emergency preparedness, workforce development, and the growing role of AI across the travel ecosystem. Breakout forums for inbound operators and destination partners provided space for peer exchange, shared challenges, and collective solutions to strengthen the industry moving forward.

In response to prior Summit Forums, in which attendees set education as the highest priority and emphasized developing relationships with universities, students from Niagara University participated in the launch of a new student and educator program at Summit 2026. Event planning majors gained hands-on experience supporting logistics and session facilitation. Tourism students attended several education sessions highlighting the current state of play for industry suppliers and DMOs and observed Power Hour appointments — offering a behind-the-scenes look at how inbound partnerships are built and underscoring the importance of investing in the next generation of travel industry leaders. A future blog will take a deeper dive into the program and preview what’s planned for next year’s Summit in Birmingham.

Education Focus: Community, Inclusion, and Market Development

Wednesday education sessions, sponsored by BWH Hotels, highlighted how travel can strengthen communities while delivering market-ready international experiences. Topics included:

• Indigenous tourism partnerships that support cultural preservation, economic opportunity, and tribal sovereignty
• Advancing inclusion through authentic engagement, workforce development, and storytelling
• Community-led experiences that transform local pride into inbound-ready tourism products
• The foundational role of inbound operator and hotel alignment in destination development
• Measuring the impact and ROI of travel trade investments
• Leveraging sports tourism to drive destination discovery and extended stays

Looking Ahead

Summit discussions reinforced the importance of collaboration across destinations, inbound operators, hotels, and community partners to ensure long-term growth and global competitiveness. Insights gathered throughout the program will help inform IITA’s strategic priorities and initiatives for the coming year.

Attendees left with new partnerships, practical strategies, and a shared commitment to strengthening international inbound travel to the United States.

Check out highlights and moments from IITA Summit 2026 captured throughout the event. 📷✨