Inbound US tourism numbers from several major source markets are set to surpass pre pandemic levels, says outgoing president & CEO of Brand USA, Chris Thompson.
India has already surpassed 2019 visitation levels, and Australia, Brazil, Canada, France, Germany, Italy, and the United Kingdom will do so next year.
Chris Thompson, outgoing president & CEO of the nation’s destination marketing organization Brand USA, delivered his final press conference after over a decade of service, at U.S. Travel Association’s IPW 2024.
Brand USA is a premier sponsor of IPW 2024.
“There is a clear resurgence in travel enthusiasm with the United States continuing to lead the world in long-haul travel arrivals,” said Thompson.
“While retiring is bittersweet for me personally, the US tourism industry is strong, and Brand USA is well positioned.”
Last year, the US welcomed nearly 67 million visitors who spent $213 billion on travel and tourism-related activities. This is a 28% increase over the prior year.
Brand USA’s recent research shows that the US is a top aspirational destination, ranking first among likely international travelers in Brazil, Canada, China, Japan, and Mexico.
It found a surge in intent to visit the US among Chinese visitors, which began increasing towards the latter half of last year.
It reached its highest level in March 2024.
The US is set to welcome 90 million visitors who will spend $279 billion annually by 2027, as outlined in the 2022 National Travel and Tourism Strategy.
The latest forecast by Tourism Economics shows that nearly 78 million visitors are expected to visit the US by the end of 2024.
Brand USA aims to engage consumers in a new way and capitalize on major US hosted global events over the next 3-4 years.
These include WorldPride in Washington, DC, 100th Anniversary of Route 66, FIFA World Cup, and the 2028 Summer Olympics in Los Angeles.
Fred Dixon was presented as the next Brand USA president and CEO.
Dixon, who currently serves as the CEO of New York City Tourism + Conventions, will take the helm of the organization on July 15, 2024.