In a poignant moment marking the end of an era, Chris Thompson, the esteemed president & CEO of Brand USA, bid adieu during his final press conference after over a decade of dedicated service. As the nation’s destination marketing organization and a premier sponsor of the U.S. Travel Association’s IPW 2024, Thompson reflected on the remarkable resilience of the U.S. international inbound travel industry under his tenure.

With the United States maintaining its position as a premier travel destination, Thompson expressed confidence in Brand USA's continued efforts to elevate the nation's allure on the global stage. "There is a clear resurgence in travel enthusiasm with the United States continuing to lead the world in long-haul travel arrivals," remarked Thompson. Despite the bittersweet nature of his retirement, Thompson expressed assurance in the industry's strength and Brand USA's preparedness for the future.

Highlighting the industry's vitality, Thompson cited last year's impressive statistics, with nearly 67 million visitors spending $213 billion on travel and tourism-related activities within the United States—a notable 28 percent increase over the prior year. Notably, inbound visitation from India has already surpassed 2019 levels, with several other countries poised to follow suit in 2025.

Brand USA's recent research underscores the United States' status as the top aspirational destination, resonating strongly with likely international travelers across various nations. Particularly noteworthy is the surge in intent to visit the USA among Chinese visitors, reaching its pinnacle in March 2024 at 55 percent.

Looking ahead, ambitious goals outlined in the 2022 National Travel and Tourism Strategy aim to welcome 90 million visitors annually by 2027, with nearly 78 million visitors projected by the end of 2024. Bolstered by forecasts from Tourism Economics, international traveler spending is expected to grow substantially between 2023 and 2027.

Capitalizing on global events hosted in the United States over the next few years, including WorldPride, the 100th Anniversary of Route 66, the FIFA World Cup, and the 2028 Summer Olympics in Los Angeles, Brand USA aims to engage consumers in innovative ways, further solidifying the nation's allure as a top travel destination.

Thompson's departure marked a seamless transition as Todd Davidson, Brand USA board chair, and CEO of Travel Oregon, warmly welcomed Fred Dixon as the incoming president and CEO. Dixon, currently serving as the CEO of New York City Tourism + Conventions, is slated to assume leadership of the organization on July 15, 2024, ensuring continuity and continued success in Brand USA's mission to invite international travelers to experience the magic of the United States.