“We’re not talking about recovery; we’re setting new records,” said Fred Dixon, Brand USA’s new President and CEO, as he kicked off this year’s Travel Week. With nearly 77 million international arrivals expected by the end of 2024, Dixon projects a new record of 87 million for 2025. “This puts us on the path to surpass the National Travel and Tourism Strategy goal of 90 million visitors annually by 2026,” Dixon noted, describing the outlook as a “new day” for the U.S. travel industry.

Surge in Visitors and Spending from Europe

Dixon emphasized Europe and the UK as top sources of U.S. travelers, projecting 15 million European arrivals in 2024, a gain of 1.6 million over the previous year. This increase narrows the gap to pre-pandemic numbers, with European arrivals on track for a record 17 million by 2025. Consumer sentiment is also strong, with U.S. topping the wish list for long-distance travel among Europeans for the next year. Meanwhile, visitor spending is up, recovering faster than arrival rates, with 2019 levels already surpassed in Brand USA’s top 15 European markets. The UK leads with $14 billion in spending, followed by Germany, France, and Italy.

Expanding Routes and Demand Beyond Major U.S. Gateways

Increased airline capacity also fuels growth, with 64 new routes from Europe helping drive international travel. The U.S. now stands as the world’s largest inbound market, with 164 million inbound seats globally—an increase of 7% over 2019. “Many of these routes are opening up new regions of Europe with direct access,” Dixon said. The trend also benefits lesser-known U.S. destinations, with nearly half of all travelers now planning to visit two or three cities on their next U.S. trip, often returning to explore further afield. “Visitors are not just staying in familiar gateways,” Dixon said. “They want to see more of what America has to offer, which is great news for everyone.”

Major Events and New Leadership Shaping Brand USA’s Future

Dixon highlighted upcoming events like WorldPride in Washington DC, the America250 celebration, the Route 66 Centennial, and the FIFA World Cup in 2026 as key draws for international visitors. “With a decade of global events on the horizon, the U.S. will be the epicenter of sports, culture, and entertainment, inviting the world to experience all that our nation has to offer.”

Since assuming leadership three months ago, Dixon has been reshaping Brand USA with four industry experts in key C-suite roles and a new team focused on public relations and reputation management. Key areas for Brand USA now include strategic partnerships, global communications, trade, public development, and MICE markets. Dixon also emphasized the role of AI and innovation, noting the importance of adapting to rapid industry changes. “We’re investing boldly to forge a new Brand USA equipped for this moment,” Dixon said, adding that next year’s Travel Week will return to London and be Brand USA’s biggest event yet.