IPW 2026 Travel and Tourism Conference has concluded in Fort Lauderdale, where the US travel industry showcased its product to delegates form 60 countries, including 22 from Ireland. Key takeaways included:
- The US industry outlook was positive with cautious recovery expected in 2026 after a decline in 2025. International inbound visits projected to grow around 3-4% after declines in 2025, driven by major events like the FIFA World Cup 2026. Full recovery to 2019 levels is not now anticipated until 2029. The industry showed an emphasis on diversification, innovation (including AI in marketing), and countering perception challenges.
- Numbers from Canada have shown a significant drop (around 21-25pc decline in recent data), attributed to diplomatic tensions, border policies, new registration requirements for longer stays, and shifting travel patterns. This has been a major drag on overall inbound numbers.
- The event noted soft performance from Western Europe with France and Germany showing steep delcines, while strong gains from South American markets like Argentina, Colombia, and others. Mexico has overtaken Canada as the top source market. Larger South American delegations were present at this IPW while delegations from Europe were down slightly.
- A first-ever joint press conference by Visit USA and US Travel highlighted collaborative efforts to boost inbound travel, address challenges, and promote the US as a top destination. Geoff Freeman and Fred Dixon acknowledged the difficulties faced by the industry and renewed a focus on unified messaging and market recovery strategies.
- Various states showcased new initiatives, products, and campaigns tailored to international audiences such as World Cup visitors, with emphasis on unique experiences, sports tourism, and partnerships to drive future bookings.
- Caroline Beteta of Visit California delivered her last press conference, marking her nearing retirement (September 2026 after nearly 30 years), she reflected on California’s tourism achievements, sustainable future, and global appeal. IN reply to a questin from Tfravel extra she noted the resilience of California tourism in the many setbacks that it had faced in her term.
- An energetic, unscripted briefing was delivered by Donald Trump’s Tourism Envoy Nick Adams emphasising “selling America,” American exceptionalism, values, and optimism for 2026 as a banner year (World Cup, 250th anniversary). He positioned the US as safe, welcoming, and unmatched, but glossed over questions about the mainly non-ESTA countries where extra barriers had been placed on tourists intending to visit the USA, the drastic cut in funding to Brand USA and the impact of an increase in ESTA fees.
- The NYC Center Stage evening event at Broward Center for the Performing Arts featured performances from Broadway shows like Two Strangers, The Outsiders, SIX, Chicago, MJ The Musical, and more..
- At a lunchtime event on Thursday Royal Caribbean highlighted Broadway-at-sea experiences and cruise offerings as key tourism drivers.
The event showed a strong focus on rebuilding international demand through business appointments generating billions in future travel and diversification away from over-reliance on traditional markets, leveraging major 2026-2028 events such as the World Cup for momentum, innovation in marketing and addressing visa/perception barriers and selebration of Fort Lauderdale as host, the yachting capital known for its boat show, waterways and beaches.
USA visits from Ireland down 20.5pc in April to 39,775
