We’re Going To Have The Best Summer Ever

The United States has suffered an undeniable slump in tourism in recent years. International visitors have declined significantly in the wake of widespread frustration and fear over America’s visa and travel policies. Canadians have simultaneously boycotted travel to the U.S. and implemented new border rules that encourage international visitors from China to turn their travel plans north. The effects have been felt in popular travel destinations across America.

Now, a newly minted Special Presidential Envoy is telling a different story. Nick Adams is working to discredit the narrative that the U.S. is unwelcoming, by loudly telling the world that the country is open and ready for visitors, anticipating the “best summer ever.”

US Tourism Boss: “No One Has Done More For Hospitality Than President Trump”

On March 17, 2026, President Donald Trump appointed social media influencer Nick Adams to the newly created position of Special Presidential Envoy for American Tourism, Exceptionalism, and Values. Adams summed up this lengthy title by calling himself “Salesman in Chief” in an interview with Skift. Adams wasted no time marketing President Trump as an asset to the hospitality industry in America.

“No one has done more for hospitality than President Trump. He was building hotels and resorts before he was running the country,” Adams told The Daily Mail.

Adams went on to proudly say that things are looking good in the United States and, “we’re going to have the best summer we’ve ever had.”

Defending The Data: Adams Claims Tourists Were Waiting For The World Cup

Though recent data shows that tourism in the United States is lagging behind the rest of the world, Adams remains overwhelmingly optimistic. In 2025, the GDP for the global travel and tourism sector increased by 4.1%, but growth in the U.S. was just 0.9%. Compared to 2024, there were 80 million more travelers exploring the globe in 2025, yet visitors to the U.S. declined by 5.5%.

According to Adams, that dip happened because travelers were delaying their visits till 2026.

“I think a significant part of that can be attributed to the fact that people that were planning on visiting the United States thought to themselves, ‘Hmm, why don’t we wait a year for America’s big year of 2026, when there’s the World Cup and the 250?’ So I think there was a little bit of that,” Adams says.

As of May, advance hotel bookings in FIFA World Cup host cities aren’t backing that up. In Boston, Philadelphia, San Francisco, Seattle, and Kansas City, around 80% of hoteliers reported that bookings were below expectations. The same is true for 60 to 70% of hoteliers in Los Angeles, New York City, Dallas, and Houston, according to the American Hotel & Lodging Association (AHLA).

Visitors Remain Concerned About Entry Requirements For The U.S.

Visa barriers and geopolitical concerns are cited as one of the top factors limiting World Cup travel to the United States according to the AHLA. Travelers are also wary of the proposed social media screenings that could require certain travelers to provide a five-year history of their social media accounts.

Adams claims that these concerns are based on “fake narratives.”

“America is safe. America is hospitable. America is welcoming. You will not have a better time anywhere on Earth than the United States of America. Your heart will beat faster. Your mind will dream bigger. Your soul will be more nourished. You will make memories that will last a lifetime,” Adams told Skift.

Adams insists that the U.S. will make travelers’ experiences as seamless as possible from their flight to their hotel and beyond.

Lofty Goals: Looking To Bring 100 Million International Visitors By 2030

Adams has boldly set a goal to welcome an average of 100 million international visitors to the United States by 2030. This outpaces even some of the more optimistic projections for future tourism.

The National Travel and Tourism Office (NTTO) International Visitor Forecast projects steady growth in global visitation to the U.S. between 2026 and 2030. According to the NTTO, the U.S. should expect more tourists in the coming years, but their numbers fall well short of Adams’ goals.

When pressed to explain how he would achieve his targeted 100 million visitors, Adams pointed to an “unprecedented run of mega-events.” In addition to America’s 250^th anniversary and the FIFA World Cup this year, he pointed to several events happening after 2030.

“No country has ever seen a line-up like the one we’ve got. America’s 250th. FIFA World Cup. The Men’s Rugby World Cup [in 2031], the Women’s Rugby World Cup [2033], the FIFA Women’s World Cup [2031], Salt Lake City Winter Olympics [2034]. We’re doing a bid for the World Expo 2035. This is the golden age of tourism and travel. This is the time to break records,” Adams told Travel Weekly.

To achieve his personal goal, however, Adams would need to bring in millions of additional travelers at least a year ahead of most of these cited events.

Only time will show whether Adams can achieve his vision and reposition the United States as a sought-after vacation destination. With the World Cup just weeks away, the world is watching.