The U.S. Travel Association CEO says the United States must improve its message, strengthen tourism promotion and make the visa and entry process easier as the country seeks to attract 100 million international visitors by 2030.

The United States is entering a decisive period for international tourism, with the FIFA World Cup having brought unprecedented global attention to the country and the 2028 Olympic and Paralympic Games already on the horizon. Against this backdrop, U.S. Travel Association President and CEO Geoff Freeman is calling for a stronger national strategy to attract international visitors and reinforce the country's position in the global tourism market.

Freeman has identified several factors behind the recent weakness in international travel to the United States, including the cost of visiting, geopolitical and trade tensions, visa and entry challenges, and what he describes as inaccurate perceptions about traveling to the country.

His message has also reached the White House. In September, Freeman joined other travel industry leaders for a meeting with President Donald Trump, where the group discussed international tourism and established an ambitious target of 100 million international visitors by 2030.

For Freeman, the challenge is not simply attracting more travelers, but making sure the United States communicates clearly that international visitors are welcome and that the country is prepared to receive them.

A message to the world

One of Freeman's central arguments is that the United States needs to improve the way it communicates with potential travelers abroad.

According to U.S. Travel, international visitors remain an important source of economic activity. The association estimates that 68 million international visitors came to the United States in 2025, generating approximately $176 billion in spending and supporting nearly one million jobs.

Freeman has argued that uncertainty surrounding entry requirements and reports about possible restrictions can influence travelers' decisions even before they begin planning a trip.

In his view, the government and the private sector should work together to provide clear, accurate information about visas, entry requirements and the visitor experience.

This issue has become particularly relevant as the United States prepares for major international events. U.S. Travel estimates that the World Cup and other major events in the coming years could generate a significant increase in international visitation if the country is prepared to capture that demand.

Protecting tourism promotion

Another key point in Freeman's proposal is the future of Brand USA, the country's official destination marketing organization.

Federal funding available to Brand USA was reduced from up to $100 million annually to $20 million under legislation adopted in 2025. U.S. Travel has continued to advocate for restoring the organization's capacity to promote the United States internationally.

The association says Brand USA generates more than $24 in visitor spending for every dollar invested and plays a role not only in destination marketing but also in communicating official visa and entry information to international travelers.

For Freeman, maintaining a strong international tourism promotion effort is particularly important at a moment when destinations around the world are competing aggressively for the same travelers.

Making travel easier

Visa processing and the overall arrival experience are another part of the equation.

U.S. Travel has called for shorter visa wait times, additional consular capacity and more efficient processing for international visitors. The association has also supported investments in customs, airport infrastructure and technology designed to improve the travel experience while maintaining security.

Freeman has pointed to the expedited visa procedures introduced for World Cup ticket holders as an example of how certain processes can be streamlined when there is a clear objective and sufficient coordination.

The association's latest forecast offers a more measured outlook for 2026: international visits are projected to grow 3.4% to 70.6 million, while international visitor spending is expected to reach $178 billion. However, U.S. Travel does not anticipate a return to 2019 visitor levels until 2029.

A critical moment for U.S. tourism

The debate comes at a particularly important time for the American tourism industry. The World Cup has placed the United States in front of a global audience, while the country's upcoming calendar includes the nation's 250th anniversary celebrations and the 2028 Los Angeles Olympics and Paralympics.

Freeman's message is that these events represent opportunities, but that the United States must convert the attention generated by them into sustained international visitation.

The objective presented by U.S. Travel and discussed with the White House — 100 million international visitors by 2030 — puts the focus on a longer-term strategy rather than on a single event.

For Freeman, the path forward involves a combination of stronger destination marketing, clearer communication, efficient visa and entry procedures and a consistent message to the international market: the United States is open and ready to welcome travelers from around the world.