FORT LAUDERDALE, Florida.– In a candid and unusually direct message during IPW 2026, Geoff Freeman, President and CEO of the U.S. Travel Association, acknowledged that the United States is facing serious challenges in attracting international visitors, while insisting the country remains committed to welcoming global travelers.

Joined by Fred Dixon, CEO of Brand USA, Freeman addressed international media and travel industry leaders gathered in Fort Lauderdale for IPW 2026, the largest inbound travel trade show in the United States.

“When it comes to international inbound travel to the United States, we’ve seen the headlines, we’ve read the stories, we’ve heard the concerns,” Freeman said.

“The numbers tell a concerning story”

Freeman openly admitted the U.S. tourism industry is facing a difficult moment.

“Let’s start with the numbers. They tell a concerning story, and we can’t spin them,” he stated.

According to Freeman, the United States was the only country in the world to experience a decline in international visitation in 2025, while global travel increased by more than 10%.

The U.S. recorded a 5% drop in international arrivals last year, turning a long-standing USD$50 billion travel trade surplus into a USD$70 billion deficit.

Despite the downturn, Freeman emphasized that 68 million international travelers still visited the country in 2025, making the United States the third most visited destination in the world.

He explained that there is no single reason behind the decline, citing factors such as the strong U.S. dollar, geopolitical instability affecting airline routes, visa and policy concerns, and growing traveler perceptions regarding entry procedures.

Perception versus reality

One of the key themes of the press conference was the growing perception among international travelers that entering the United States has become more difficult or intimidating.

Freeman said concerns about detentions, device searches, and secondary screenings are frequently raised during meetings with international travelers and trade partners.

However, he stressed that the actual rate of secondary screenings and device inspections has not increased.

“The percentage of people who have a device search or a secondary screening when they enter the United States today is the exact same under the Trump administration as it was under the Biden administration,” Freeman said.

Still, he acknowledged that perception itself has become a major obstacle.

“The truth is the perception becomes someone’s reality, and we’ve got to work harder to send a clear message that travelers are welcome.”

U.S. Travel pushes back against ESTA changes and new visa fee

Freeman also highlighted ongoing efforts by the U.S. Travel Association to oppose policies that could discourage inbound international travel.

One major issue involves proposed changes to the ESTA system, which is used by travelers from Visa Waiver Program countries.

The proposed modifications would allow U.S. Customs and Border Protection to collect social media information and expanded family contact details from travelers.

Freeman said the travel industry organized a large-scale response against the proposal.

“Customs & Border Protection received more comments on this issue than any issue in the past,” he said.

According to Freeman, the industry has at least succeeded in delaying implementation, and he expects any final version of the policy to be significantly different from the original proposal.

He also addressed a controversial new USD$250 visa fee approved by Congress for travelers requiring U.S. visas.

Although the fee was scheduled to take effect in October 2025, Freeman said travelers are not currently paying it due to industry pressure and advocacy efforts.

“We will continue to leave no stone unturned when it comes to stopping that unnecessary and damaging policy,” he stated.

Criticism of government shutdowns

Freeman sharply criticized recent U.S. government shutdowns, saying they damaged the country’s international credibility and harmed traveler confidence.

“The government shutdowns we’ve experienced in the United States over the past several months are embarrassing, and they harm our credibility both at home and abroad,” he said.

He called it “unconscionable” that air traffic controllers and TSA officers were forced to work without pay during those periods.

Freeman added that U.S. Travel is supporting legislation in Congress to exempt aviation and airport security operations from future government shutdowns.

Positive steps for travelers

Despite his concerns, Freeman also acknowledged several recent federal initiatives aimed at improving the travel experience, including:

• 5,000 new customs officers at U.S. airports.
• Reduced visa wait times worldwide.
• A USD$500 million investment in biometric exit systems.
• More than USD$12 billion for air traffic control modernization.
• Pilot programs allowing international connections without additional security screenings.
• TSA initiatives eliminating shoe removal requirements in some checkpoints.
• USD$1.6 billion allocated for the Olympic Games.
• The creation of a special envoy focused on promoting American tourism internationally.

Fred Dixon: “Facts tell a more welcoming story”

Fred Dixon explained how Brand USA is responding to global concerns through new communication and marketing initiatives.

He introduced the organization’s “Get Facts. Get Going.” campaign, designed to provide travelers with updated information regarding visas, fees, entry requirements, and travel procedures.

“In today’s complex, fast-moving environment, it is imperative that we arm consumers with the information they need to move forward with confidence,” Dixon said.

According to Dixon, the campaign directly addresses misinformation and misconceptions about traveling to the United States.

“In every case — whether it’s visa requirements, screening policies, entry procedures or national park fees — the facts tell a more welcoming story,” he added.

Dixon also highlighted the success of Brand USA’s “America the Beautiful” campaign, officially launched in October 2025, which reportedly increased travel interest by 70% and doubled travel intent among international audiences.

He further announced the expansion of the “American Originals” content series, focused on authentic local storytelling and unique travel experiences across the United States.

A historic decade for U.S. tourism

Both Freeman and Dixon stressed that the United States is entering a once-in-a-generation tourism opportunity thanks to a wave of major international events, including the FIFA World Cup 2026, America’s 250th anniversary celebrations, the 2028 Summer Olympics, the Rugby World Cup, future Winter Olympics and potentially the FIFA Women’s World Cup.

Freeman even joked that he had not yet mentioned “the next album” from Taylor Swift as another possible tourism driver.

“America wants travelers”

The conference concluded with an optimistic message supported by newly released research presented at IPW 2026.

According to Freeman, more than four out of five international travelers visiting the United States report feeling safe, secure, and welcome during their trips.

“The bottom line is this: America wants travelers. America needs travelers,” Freeman said.

“We hope you’ll let the world know that America wants them, that America is open for business, and that America will give them the experience that only America can provide.”