IPW 2025: U.S. Travel Industry Comes Together to Spark Global Demand
IPW 2025, held last week in Chicago, brought together more than 5,000 attendees from more than 60 countries, including nearly 1,800 international and domestic buyers and media. U.S. Travel estimates the show generated an estimated $26 billion in future U.S. travel.
A highlight of the week was the launch of Brand USA’s new global campaign — America the Beautiful. Designed to reignite global demand and inspire emotional connections with U.S. destinations, the campaign delivers a powerful message: the USA is open for business and ready to welcome the world.
“There’s never been a better time to explore the beauty and energy of the USA,” said Fred Dixon, president and CEO of Brand USA. “With this campaign, we’re sending a clear message — we’re ready to welcome legitimate international travelers and inspire them with the richness, warmth, and diversity of the American experience.”
The campaign also includes a partnership with the U.S. Department of Transportation to promote The Great American Road Trip, featuring 250 points of interest that celebrate the diversity of experiences across the country.
As the industry looks toward landmark events like the U.S. 250th anniversary, the 2026 FIFA World Cup, and the Route 66 Centennial, America the Beautiful sets the stage for a new era of inbound travel — one rooted in authentic connection, shared stories, and the enduring allure of the United States.
IITA Connects, Advocates, and Inspires at IPW
A majority of IITA members participated in IPW this year and came together during the association’s annual member reception, sponsored by Alabama Tourism. Additionally, IITA’s Board of Directors met with industry leaders, including Geoff Freeman, president & CEO of U.S. Travel; Malcolm Smith, for Brand USA; Christina Luna, Trusted Traveler Program Branch Chief of Customs and Border Protection; Bethany Bennick, U.S. Commercial Service Officer and David Huether, Deputy Director, Research at the National Travel and Tourism Office.
The IITA team met with members, prospective members, international buyers, and media to share the association’s programs and services. While uncertainty continues to cloud the near-term outlook for inbound travel from several international markets, appointments made one thing clear: strong demand for travel to the United States remains.
Buyers expressed eagerness to re-engage with U.S. partners after years of disruption. The consistent theme across appointments was that travelers are hungry for authentic, diverse experiences—from iconic cities and national parks to small towns and cultural heritage sites.
Even in markets facing headwinds, the U.S. remains a top aspirational destination. Many international buyers emphasized that their clients are not just interested in visiting the U.S.—they’re actively planning, asking questions, and looking for fresh reasons to book. This underscores the importance of continued collaboration across the travel trade to convert interest into action, and to ensure that the U.S. stays competitive in a global landscape that’s rapidly evolving.