During the IPW 2026 Press Brunch in Greater Fort Lauderdale, Geoff Freeman, President and CEO of the U.S. Travel Association, highlighted the key role international media play in building traveler confidence and reaffirmed that the United States “is open for business and ready to welcome international visitors.”

In remarks delivered to journalists and travel media from around the world, Freeman thanked the international press for helping communicate the real travel experience in the United States.

“Each of you is incredibly important in getting the message out about what is really happening in the United States,” Freeman said.

He emphasized that travel journalists help “cut through the noise” and show travelers what the entry process and visitor experience are truly like.

“The fact that the United States is open for business and eager to welcome visitors is a critical message,” he stated.

The U.S. Travel Association CEO also praised Visit Lauderdale and Brand USA for organizing the event and promoting the U.S. travel industry internationally.

“We are deeply grateful for the work Visit Lauderdale and Brand USA are doing to showcase everything the United States has to offer,” Freeman noted.

During his remarks, Freeman also officially introduced the IPW Travel Writer Awards 2026, which recognize excellence in travel journalism worldwide.

“This year we received 214 entries across three categories, with five winners receiving awards,” he said.

IPW 2026 brings together more than 5,200 delegates and thousands of scheduled business meetings among destinations, tour operators, airlines, hotels, and international buyers, reinforcing its position as the leading inbound travel trade marketplace in the United States.