US Travel, Brand USA, Destination International, and virtually every US-based tourism destination or organization are avoiding the name of the elephant in the room behind the decline in inbound travel and the trust factor the United States is suffering among potential foreign visitors. This did not change in a retreat organized by the International Inbound Travel Association (IITA).
Isabel Hill, the former Director of the U.S. National Travel & Tourism Office, serving under U.S. Presidents Bush, Obama, Trump, and Biden, facilitated a retreat that brought together leading inbound operators and the association’s Board of Directors for a strategic discussion about the U.S. Travel and Tourism inbound travel industry.
US President Trump and his government’s policies are responsible for the decline of the United States of America as a safe and welcoming tourism destination, which was not officially acknowledged in the press release the organization submitted to US media. This pattern has been actual for every regional and national tourism board in the U.S., and only some hotels speak out in confidence.
The heads of the International Inbound Travel Association (IITA) echo this fear, saying it as it is in stating:
Leading Inbound Operators Name Accurate, Unbiased Information as Top Priority
ITTA said in its press statement:
The heads of the International Inbound Travel Association (IITA) inbound operator members representing both traditional and non-traditional business models—including FITs and groups—joined the Board to assess the current international inbound landscape. Participants represented a broad cross-section of markets from around the world.
“The discussions were frank, collaborative, and forward-looking,” said Lisa Simon, IITA’s CEO/Executive Director. “Despite the challenges international travelers face in coming to the U.S., the group was optimistic about the next three years, particularly the opportunities we see in emerging markets. This retreat was an important first step toward ensuring IITA remains focused on what matters most to our members and partners.”
The group identified priorities critical to the future success of the inbound travel industry, explored why these issues matter in today’s global business environment, and developed strategies to ensure that travel to the United States not only adapts to current challenges but continues to grow.
The top priority identified for immediate attention was the need to communicate accurate, unbiased information to the international travel trade and consumers, counteracting misperceptions and rebuilding confidence in traveling to the U.S.
Other priorities included advocating to ensure that inbound operators and their overseas partners are represented in critical policy discussions, promoting safety and security, and providing access to federal lands.
The Board will now refine the six priority areas into a comprehensive three-year plan that aligns IITA resources with the most significant areas of impact. The association plans to share outcomes with members and international partners in the coming months. The retreat was hosted by the Greater Zion Convention and Visitor Bureau and the Black Desert Resort, which showcased the region’s hospitality and world-class destination assets.
“Our goal is to make doing business in the U.S. easier, more efficient, and more rewarding for our international partners,” said Lena Ross, IITA Chair and COO of America 4 You. “This strategy session with our member inbound operators was about strengthening those global connections so travelers enjoy seamless, memorable experiences in the United States.”
Participants included:
