The U.S. Travel Association has made significant strides in 2024, achieving remarkable progress across its strategic priorities and further cementing its role as a key advocate for the travel industry. These accomplishments reflect the steadfast commitment of its members and partners, setting the stage for even greater success in 2025.

Driving the Industry Forward: U.S. Travel’s Key Wins in 2024

Enhancing Member Value U.S. Travel restructured its membership to better address industry challenges and deliver unparalleled value to its members. Key milestones include:

• IPW Success: Facilitated $5.7 billion in travel to the U.S. by hosting over 2,000 international media and buyers from nearly 70 countries, with significant growth in Asian markets.
• Leadership Engagement: Organized roundtable discussions featuring prominent figures such as former President George W. Bush and Secretary of Transportation Pete Buttigieg. These discussions tackled pressing issues like geopolitical challenges and the future of travel.
• Summer Summit Highlights: Brought together 200 travel leaders to explore market agility, shifting traveler behaviors, and crafting compelling brand narratives. Attendees also benefited from expert insights, including those from Vivek Sankaran, CEO of Albertsons, and Chip Bergh, former CEO of Levi’s.
• ESTO Conference: Welcomed over 1,000 destination marketing professionals, focusing on innovative strategies to showcase destinations.
• Staff Expansion: Invested in 20 new staff members to strengthen group travel and international inbound markets.
• Industry Insights: Delivered forward-looking travel forecasts and launched the U.S. Travel SmartBrief to keep industry stakeholders informed.

Making Headway on Travel’s Top Priorities The association achieved critical policy wins and advanced initiatives to improve the travel experience and bolster the industry’s competitiveness:

• Seamless Travel Commission: Launched a commission to reimagine air travel, addressing findings that the U.S. lags in travel modernization.
• FAA Reauthorization Act: Secured investments to enhance airport infrastructure and air traffic control, ensuring safer and more efficient air travel.
• Visa Access Improvements: Helped secure $50 million in funding to reduce visitor visa wait times globally and added one million new visa appointments, bringing wait times to 90 days or less for most visitors.
• Biometric Technology Advocacy: Successfully defended the use of biometrics in TSA screenings, highlighting traveler support for its efficiency and security benefits.
• Disaster Relief Advocacy: Pressed Congress to provide disaster relief following hurricanes Milton and Helene, ensuring affected communities received vital support.

Elevating Travel’s Role in Economic Growth The association worked tirelessly to position travel as an essential economic driver:

• Mobilized over 300 travel leaders for Destination Capitol Hill, fostering relationships with policymakers to advocate for industry priorities.
• Led 24 Travel Works events nationwide to showcase travel’s positive impact on local economies.
• Supported the TravelPAC, contributing over $500,000 to elevate travel priorities with industry champions.
• Prepared the U.S. for upcoming global sporting events, such as the 2026 World Cup and the 2028 Summer Olympics, by addressing visa processing and interagency coordination.

Looking Ahead to 2025

The U.S. Travel Association’s achievements in 2024 underline the transformative power of collaboration and strategic action. By addressing critical industry challenges and leveraging opportunities, the association has laid a strong foundation for continued growth and innovation in the years ahead. As 2025 approaches, U.S. Travel remains steadfast in its mission to drive the travel industry forward and ensure its role as a cornerstone of economic prosperity.