Turning Insight into Action

When international visitors come to the U.S., they bring more than economic benefit, they bring connection

AS WE REFLECT on another year of global engagement and inbound travel momentum, I want to take this opportunity to thank each of you—our international colleagues, travel advisors and tour operators—for the trust and energy you bring to our shared mission.

At the International Inbound Travel Association, we operate with a simple belief: when international visitors come to the U.S., they bring more than just economic benefit—they bring perspective, customs and connection. And behind every arrival is a network of professionals like you, working across time zones, cultures, and currencies to make those journeys possible.

This past year, our focus has been clear: listening, learning and leading. We’ve worked hard to ensure that IITA continues to serve as a hub of real-time intelligence and a catalyst for collaboration. Through member roundtables, inbound community engagement, advocacy on inbound-related policies, and targeted marketing initiatives, we’ve made meaningful strides toward a more seamless, competitive, and compelling U.S. inbound journey. We’ve also embraced the need for data-driven insight. Understanding how, why, and where international travelers are making decisions helps us all operate with greater confidence. That’s why we’re supporting stronger industry research and sharing actionable trends with our partners at every stage of the visitor journey.

As we look ahead, our priorities remain grounded in three key areas:

• Accessibility – streamlining entry processes and improving the welcome experience, including access to our national parks and federal lands.
• Adaptability – equipping our members with tools and training to evolve with changing travel behaviors and better serve international partners.
• Authenticity – promoting diverse, lesser- known U.S. destinations that reflect the  richness of our country beyond the headlines.

To our global partners: you are essential to our ecosystem. Whether you’re curating tailored trips or sending group tours through national parks, you help shape how travelers experience America. We are proud to support you, advocate for you, and grow with you.

On behalf of our entire IITA team, thank you for the role you play in bringing the world to the United States. We look forward to deeper partnerships and new opportunities in the year ahead.