Geoff Freeman, chief executive of the US Travel Association, held a meeting with President Trump in the Oval Office. The discussion covered industry priorities including the World Cup legacy and broader tourism promotion. Freeman also addressed questions about destination branding initiatives. On 2 September 2026, US Travel Association President and CEO Geoff Freeman joined top travel industry executives for a meeting with President Donald Trump at the White House. The primary objective of the meeting was to address a recent decline in international tourism and align on a goal to welcome 100m international visitors annually by 2030.
Industry leaders urged the administration to build on the momentum of a successful summer fuelled by the 2026 FIFA World Cup to increase international visitation from 68m in 2025 up to the 100m threshold. According to statement data shared by the US Travel Association, reaching this milestone would generate $81bn in additional spending and create more than 400,000 American jobs. Following the formal briefing, Freeman noted that they engaged in substantive, off-camera conversations on the South Lawn regarding infrastructure and entry policies. The industry is pressing for modernisations to reverse declining numbers, including speeding up visa processing, reducing lengthy visa wait times and resolving ongoing trade disputes that caused a 25pc drop in Canadian visitation.
The delegation included Transportation Secretary Sean Duffy and executives from major airlines, hotel chains and entertainment groups. Airlines and transit representatives included American Airlines and the Los Angeles 2028 Olympics committee. Hospitality and lodging representatives included Marriott International, Hilton, IHG Hotels and Resorts and Booking Holdings. Gaming and entertainment representatives included MGM Resorts International, Caesars Entertainment, Carnival Corporation, Hard Rock International and The Venetian.
