Where Do We Go From Here?

WE’VE BEEN HERE BEFORE. Times of uncertainty, confusion and waning consumer confidence impacting travel to the U.S. are not new to us. These cycles have historically impacted travel with temporary downturns and challenges for the U.S. inbound industry and travel trade distribution network. However, if there’s one thing we’ve learned over the years, it’s this: these conditions are not permanent. Time and time again, the market rebounds. Travel recovers. People return, eager to explore, discover, and experience everything the U.S. has to offer.

The U.S. inbound travel industry has always stood at the forefront, serving as the welcoming bridge between international travelers and unforgettable American experiences. Through our valued partnerships with travel trade professionals around the world, we have been able to create and offer trusted, essential travel products and services. These offerings are shaped with deep cultural understanding and tailored support to help our international clients succeed in promoting and selling the U.S. as a premier destination.

At the same time, our industry continues to advocate in Washington, D.C. We are actively engaging with lawmakers and government agencies to highlight the economic importance of inbound travel. By sharing facts, data, and practical solutions that address the needs of international travelers, we reinforce the value our industry brings to the national economy and local communities. 

Importantly, we also share the very advantageous and valuable travel patterns with our hotel, attraction, and experience provider partners across the country, educating them about the distinct differences between the domestic and international travel markets. These differences matter— and when understood and embraced, they open doors to new opportunities, better service delivery, and stronger business outcomes. 

Collaboration has always been a hallmark of our industry. Whether it’s destination marketing organizations, local travel suppliers, or inbound tour operators, our success has long been built on partnerships grounded in trust, mutual understanding, and shared goals. During times of uncertainty, this spirit of collaboration becomes even more critical. It allows us to pool our knowledge, align our strategies, and find creative solutions together. By supporting one another, we strengthen the entire industry and set ourselves up for faster, more sustainable growth.

So, where do we go from here?
We go forward—just as we always have. We adjust to new environments by being reliable, knowledgeable and trusted allies to our international travel trade partners. We continue to support our domestic suppliers, work hand-in-hand with destination marketers, and engage proactively with governing bodies. Above all, we stay committed to our collective mission: to welcome more international visitors and to ensure they enjoy the unique, diverse, and unparalleled experiences that only the United States can provide.

The road ahead may not be entirely smooth, but it is familiar. And with collaboration, perseverance, and shared vision, we know we will not only navigate this path — we will thrive on it. The future of inbound travel to the USA remains bright.