IPW 2025 Talking Points for Leadership, Members and Management

Provided by IITA’s Advocacy Committee

As we prepare to come together at IPW, we want to equip you with key talking points to support your conversations with international travel buyers and media. Many of our international guests will have questions about the state of travel to the U.S., and many new policies and actions by the Trump administration, among other challenges. Whether you’re highlighting your destination, product, or the broader U.S. travel experience, these messages will help ensure we present a united voice—one that reinforces the value, accessibility, and diversity of travel to the United States, even amid global uncertainty. Together, we can amplify the strength of our industry and inspire confidence in traveling to the U.S.

The following are talking points for the IITA Board, Advisory Council, Members, and Management for meetings with international travel buyers at IPW.

They are intended to help address policy-related concerns (e.g., Trump-era rhetoric, entry issues), Brand USA funding cuts, and proposed National Park Service budget changes — with a focus on transparency, reassurance, and action. These points aim to acknowledge concerns, provide facts, and reinforce confidence in the inbound travel trade as a reliable partner.

General Approach for All U.S. Partners

• Acknowledge buyer concerns respectfully — this builds trust.
• Focus on facts and actual travel experiences — avoid politics.
• Reinforce the value of working with experienced inbound operators to ensure safe, informed, and enjoyable travel experiences.
• Position the travel trade as the trusted partner for navigating policy nuances and offering peace of mind to clients.

Political Climate & Entry-Related Concerns

1. Concern: Travel hesitancy due to U.S. political rhetoric and policies

• We understand concerns about the political climate and public discourse, but the U.S. remains open and welcoming to international travelers.
• Millions of international visitors enter the U.S. each month without issue. The overwhelming majority experience seamless, memorable travel.
• The U.S. travel industry remains committed to hospitality, safety, and inclusion — regardless of politics.

2. Concern: Entry issues (detentions, secondary screenings, profiling)

• Travelers who are well-prepared with accurate documentation are processed smoothly at U.S. borders.
• We encourage early planning, especially for visas, and recommend traveling through vetted itineraries with trusted operators.
• IITA inbound operators serve as a safety net, guiding clients through policies and ensuring they’re fully informed.

3. Concern: Visa and ESTA challenges

• While visa processing times vary by market, the Electronic System for Travel Authorization (ESTA) remains efficient for travelers from Visa Waiver Program countries.
• Travelers should apply early and double-check passport validity.
• IITA members will monitor and communicate policy changes quickly — keeping partners and their clients ahead of the curve.

Brand USA Funding Cuts (Proposed 80% Cut from $100M to $20M)

Background & Concern:

• The Senate’s reconciliation bill proposes reducing Brand USA’s ESTA funding match from $100 million to $20 million — an 80% cut.
• Brand USA is the only national marketing organization promoting the U.S. internationally — and its funding comes solely from international travelers via ESTA fees, not taxpayer dollars.

Talking Points:

• This proposed cut puts the U.S. at a competitive disadvantage globally — just as we work to rebuild inbound visitation.
• IITA has launched a grassroots campaign urging Congress to restore Brand USA funding. Many of our members have already contacted their Representatives and Senators.
• We encourage all industry stakeholders to join us — lawmakers need to hear from their constituents that inbound travel supports real jobs and real communities.
• With limited marketing resources, working with the U.S. inbound travel trade is the most strategic way to maximize ROI. We convert interest into bookings through curated itineraries, trusted partnerships, and boots-on-the-ground expertise.

National Park Service (NPS) FY26 Budget Proposal

Background & Concern:

• The FY26 federal budget proposal includes:
  • Increased entrance fee to U.S. National Parks for international visitors.
  • A $267 million cut to the Park Service staffing budget.
• These moves would penalize international travelers and reduce service levels at a time when visitation is rebounding.

Talking Points:

• International visitors already pay significantly into the U.S. economy. Increasing park fees specifically for them sends the wrong message.
• Cutting staff while raising fees degrades the visitor experience — for all travelers.
• The industry’s position is clear: fees should be equitable and services should be protected. We oppose policies that discriminate against international guests or threaten the integrity of our National Parks.
• We are working with travel associations and partners to push back on this proposal and protect access and equity in our national treasures.

Final Message to Buyers: Confidence Through Partnership

We understand the global climate is complex, but here’s what you and your clients need to know: The U.S. is still a top destination — vibrant, diverse, and welcoming. The best way to ensure a seamless, enjoyable visit is to work through the U.S. inbound travel trade. We’re your partner in preparation, peace of mind, and unforgettable travel.