Leading Inbound Operators Name Accurate, Unbiased Information as Top Priority

Leading Inbound Operators Name Accurate, Unbiased Information as Top Priority 

[August 28, 2025]  The International Inbound Travel Association (IITA) held a groundbreaking retreat that brought together leading inbound operators and the association’s Board of Directors for a strategic discussion about the industry.

The heads of IITA inbound operator members representing both traditional and non-traditional business models—including FITs and groups—joined the Board to assess the current international inbound landscape. Participants represented a broad cross-section of markets from around the world.

“The discussions were frank, collaborative, and forward-looking,” said Lisa Simon, IITA’s CEO/Executive Director. “Despite the challenges international travelers face in coming to the U.S., the group was optimistic about the next three years, particularly the opportunities we see in emerging markets. This retreat was an important first step toward ensuring IITA remains focused on what matters most to our members and partners.”

The group identified priorities critical to the future success of the inbound travel industry, explored why these issues matter in today’s global business environment, and developed strategies to ensure that travel to the United States not only adapts to current challenges, but continues to grow. The top priority identified for immediate attention was the need to communicate to the international travel trade and consumers accurate, unbiased information to counter misperceptions and rebuild confidence in traveling to the U.S. 

Other priorities included advocacy to ensure inbound operators and their overseas partners are represented in critical policy discussions, safety and security, and access to federal lands.

The Board will now refine the six priority areas into a comprehensive three-year plan that aligns IITA resources with the greatest areas of impact. The association plans to share outcomes with members and international partners in the coming months. The retreat was hosted by the Greater Zion Convention and Visitor Bureau and the Black Desert Resort, which showcased the region’s hospitality and world-class destination assets.

“Our goal is to make doing business to the U.S. easier, more efficient, and more rewarding for our international partners,” said Lena Ross, IITA Chair and COO of America 4 You. “This strategy session with our member inbound operators was about strengthening those global connections so travelers enjoy seamless, memorable experiences in the United States.”

Participants included:

The meeting was facilitated by Isabel Hill, former Director of the U.S. National Travel & Tourism Office.

As the nonprofit trade association for international inbound travel to the USA, IITA is the only association devoted exclusively to the advancement of the U.S. inbound industry through the business-to-business travel trade. IITA members include U.S. inbound operators, DMOs and suppliers from across the country.

###