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eTourism Marketplace
November 18-20, 2026
Hilton West Palm BeachWest Palm Beach, FL
USTA President and CEO: “Standing Still Is Not a Strategy"

The U.S. Travel Association’s recently released Fall Travel Forecast is a mixed bag.

On one hand, tourism growth is expected in 2027, followed by increased numbers toward the end of the decade.

But inflation-adjusted international visitor spending is projected to fall nearly $11 billion in 2026 despite the United States’ role hosting the FIFA World Cup over the summer. As a result, U.S. international arrivals are not forecast to recover to 2019 levels until 2030, and the U.S. share of global long-haul arrivals has fallen from 10.3% in 2019 to 7.7% in 2026 and is projected to slip to 7.1% by 2030.

Looking for a boost, USTA is pushing for the lame duck Congress to avoid a potential government shutdown, “so TSA officers and air traffic controllers receive uninterrupted pay during future funding lapses, reducing the threat of holiday airport disruptions and travel chaos.”

In 2027, the association is looking for the Democratic-led House of Representatives and Senate to reauthorize Brand USA, the official destination marketing organization for the United States, and restore it to full funding. It’s also looking to entire international travelers with reduced visa wait times and fees and air traffic control and airport security.

After meeting with President Trump earlier this year, the U.S. travel and hospitality industries set a goal of attracting 100 million international visitors a year by 2030.

Geoff Freeman, President and CEO of the U.S. Travel Association, says now is the time to act to reach that future milestone. “The current Congress must keep America moving this holiday season. The next Congress must help America compete,” Freeman said. “We have the opportunity to deliver a better travel experience for Americans and bring more international spending and jobs back to our communities. Standing still is not a strategy.”

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