Brand USA Highlights Strength of International Inbound Travel

Chris Thompson, president and CEO of Brand USA, marked the conclusion of his tenure with a final press conference, given at this week’s IPW tourism event. Thompson reflected on over a decade of service and expressed confidence in the resilience of the U.S. international inbound travel industry, citing its remarkable performance in recent years.

Thompson emphasized the United States’ leading position in long-haul travel arrivals, noting a resurgence in travel enthusiasm. Last year, the country welcomed nearly 67 million visitors, who collectively spent $213 billion on travel and tourism-related activities, marking a 28% increase over the prior year.

Inbound visitation from India has already exceeded 2019 levels, he shared, and several other key countries are poised to do the same in 2025, including Australia, Brazil, Canada, France, Germany, Italy and the United Kingdom.

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Recent research conducted by Brand USA indicates that the U.S. ranks as the top aspirational destination among likely international travelers in several countries, including Brazil, Canada, China, Japan and Mexico. Particularly notable is the increasing intent to visit the U.S. among Chinese visitors, reaching its highest level in March 2024 at 55%.

Looking ahead, the U.S. aims to welcome 90 million visitors annually by 2027. Tourism Economics forecasts nearly 78 million visitors by the end of 2024, with spending by international travelers expected to grow by 74% between 2023 and 2027.

Brand USA plans to engage consumers in new ways, capitalizing on upcoming global events hosted in the U.S. over the next few years, including 100th anniversary of Route 66, the FIFA World Cup and the 2028 Summer Olympics in Los Angeles.

Thompson will retire this year, and Fred Dixon will be the next president and CEO of Brand USA. Dixon currently serves as CEO of New York City Tourism and Conventions. He will assume his new role with Brand USA on July 15, 2024.

Editor’s Note: This article was generated by AI, based on a press release distributed by Brand USA. It was fact-checked and reviewed by a TravelAge West editor.