U.S. travel industry leaders are urging the Trump administration to pursue an ambitious target of welcoming over 100 million international visitors annually by 2030. This goal aims to position the United States as the world’s top travel destination, surpassing France.
Meeting with the White House
The proposal was presented during a gathering on Wednesday that brought together President Donald Trump and key figures from the travel industry, including representatives from the U.S. Travel Association, Hilton, Marriott, American Airlines, and Booking Holdings. Achieving the 100 million visitor target would involve a 46% increase from projections for 2025 and a 25% rise compared to pre-pandemic levels.
Leveraging the World Cup
Industry executives are optimistic that the momentum from the recent World Cup, which was co-hosted across 11 U.S. cities alongside locations in Canada and Mexico, can be harnessed to boost tourism. Although the event was a showcase for improved tourism infrastructure, it did not reverse the trend of decreasing inbound travel, with international visits still down for June and July.
Reporting based on coverage first published by skift.com.