US tourism chief: 'We have serious inbound problems to resolve'
Despite the US continuing to bounce back from the pandemic, the country is facing international inbound travel headwinds. Peter Ellegard reports for TTG from IPW, the US’s largest inbound travel trade show, which returned to Los Angeles for the first time for 12 years this week.
International tourism to the US is on track to reach its target of 90 million visitors and spending of $279 billion by 2027.
Yet the message from tourism leaders at IPW this week (3-7 May) was that it should be doing far better, with events such as the Fifa World Cup, the centenary of Route 66 and America’s 250th anniversary happening in 2026 before the Olympics in 2028.
Long customs queues for arriving visitors, connecting passengers having to rescreen their bags and waits in some countries of more than two years for visa interviews were among obstacles to travel highlighted by Geoff Freeman, president and chief executive of IPW organiser the US Travel Association, at the show in Los Angeles.
"At the end of 2019, we had 79 million visitors internationally," said Freeman. "At the end of 2023, we had 67 million – 84% of pre-pandemic levels. Before the pandemic, we had a $12 billion travel trade surplus. At the end of last year, we had about a $50 billion deficit. So we have serious problems on the international inbound travel side we have to resolve.”
Travellers from around 45% of countries need a visa to enter the US, with interview wait times for some nationals running to more than 800 days (Mexico). Freeman stressed the situation could be improved with resources, highlighting reductions in interview wait times from 200 days to 150 (India) and 500 days to just 21 (Brazil).
However, he warned other destinations – including the UK – were pursuing travellers facing long US visa waits with measures such as visa-free travel and new security arrangements allowing them to carry more liquids through airport security.
Freeman said a commission on seamless and secure travel had been formed earlier this year to put forward ideas the US government could adopt to make the country more competitive. “This problem can be solved, but it’s been going on far too long,” Freeman continued.
“It needs to be solved now. We’ve challenged the administration to set a goal of 30 days or less to process all visas at any consulate around the world.”
Freeman also stressed too many travellers were waiting more than two hours at customs after spending 10-14 hours on a flight. “There’s nothing more predictable than when planes are going to land,” he said. “We can staff appropriately, use technology, and demonstrate a commitment to addressing these issues.”
Technology is being brought in at some US airports to speed up screening, although legislation has been introduced in the US Senate that could ban the use of biometrics at US airports.
"The United States ranks 17th out of the 18 top travel countries in the world when it comes to our competitiveness for visitors," Freeman warned. "So we’re getting 67 million visitors right now, and we’re doing a lot of things wrong. Imagine how many visitors we could get if we were doing things right."
Outgoing Brand USA president and chief executive Chris Thompson acknowledged the visa situation and slow recovery such as Asian markets as “headwinds”. But striking a more upbeat tone, he said: “We’re poised to reach the goals set by our 2020 National Travel and Tourism Strategy to welcome 90 million visitors who will spend $279 billion by 2027.
"Some experts, including eternal optimists like me, suggest we’re actually going to hit those numbers by 2026.”
New York is taking a lead, welcoming more than 62 million visitors in 2023 – 93% of 2019’s record. New York City Tourism + Conventions president and chief executive Fred Dixon, who will succeed Thompson in July, said he expected 2024’s total to reach 65 million, 97% of the 2019 figure, with more than 13 million of them international. The UK last year regained its position as the city’s top international market.
A new immersive campaign, Founded by NYC, is focusing on the city’s history, including the 400th anniversary of its founding in 2025, and features content designed to inspire the trade, with a consumer launch to follow.
Massachusetts, Boston and Tennessee also announced new marketing strategies at IPW. Massachusetts’ 250th anniversary commemorations will include re-enactments and other events throughout 2025 and 2026, including a meeting of tall ships from more than 30 countries in Boston as part of Sail250 celebrations taking place in several US cities.
Meet Boston, meanwhile, unveiled its Boston Never Gets Old campaign, which celebrates its history while seeking to dispel outdated views of the city via a “founded but never settled” theme. The city is teaming up with fellow World Cup host cities Philadelphia and New York-New Jersey to create a north-east corridor of Fifa cities, highlighting how easy it is to travel the short distances between them by train and watch a number of games.
Before both the World Cup and America’s 250th celebrations, another big event coming to the US is WorldPride, which is being held over two weeks in May and June 2025 in Washington DC.
Elsewhere, Tennessee’s Sounds Perfect campaign will marry the state’s diverse attractions and experiences with its music, while Visit Orlando will this June launch new global websites, including for the trade, to create a more functional and accessible platform with more dynamic content.
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