The U.S. Travel Association’s IPW 2025, held from 14–18 June at McCormick Place Convention Centre, was temporary home to a vibrant showcase of America’s tourism offerings.The event attracted 5,000 delegates from more than 70 countries including 28 from Ireland, 1,300 international and domestic buyers and 500 media representatives.
Brand USA announced a new “America the Beautiful” campaign, focusing on immersive experiences like national park adventures and urban cultural festivals. “We’re showcasing the diversity of America’s destinations, from iconic landmarks to hidden gems,” Dixon said. The organisation revealed partnerships with international tour operators to streamline visa processes, addressing recent declines in bookings from markets like Canada and Japan due to tightened immigration policies. Ex chair of Brand USA Elliott Ferguson said that ot was iomprotant to secure future funding for the organisation so it could do its job, after his politically inspired removal from office in April.
Geoff Freeman, President and CEO of the U.S. Travel Association, underscored IPW’s role in countering challenges facing U.S. tourism, including visa backlogs and geopolitical tensions. “This event is a declaration that America is open and evolving,” Freeman stated, citing over 100,000 pre-scheduled business appointments from 16–18 June that are projected to generate $5.5bn in future travel. The association also launched a “Travel Works” advocacy campaign, urging policymakers to prioritise tourism infrastructure, including modernised airports and simplified entry processes.
The event solidified Chicago’s status as a global tourism hub and set the stage for an estimated $26bn in future U.S. travel revenue. State and city CVBs seized the spotlight to announce transformative tourism projects.
- Choose Chicago, the city’s official destination marketing organisation, revealed plans for a new “Chicago Cultural Corridor,” a curated trail linking iconic sites like Millennium Park, the Art Institute of Chicago, and revitalised South Side landmarks, including a reimagined DuSable Black History Museum. The initiative, set to launch in 2026, aims to highlight the city’s diverse neighbourhoods and cultural heritage. Deputy Mayor Kenya Merritt, speaking at a press brunch at Wrigley Field, emphasised, “This corridor will showcase Chicago’s soul, inviting visitors to explore our history and vibrant communities authentically.”
- Philadelphia unveiled once-in-a-generation art exhibitions and experiences in honor of America’s 250th anniversary.
- North Dakota announced a $450m project to build a Theodore Roosevelt presidential library to open 2026 near Roosevelt National Park, which Matt Briney says will double tourism number sot the region.
- The Illinois Office of Tourism, in partnership with Enjoy Illinois, announced a $50m investment in Route 66’s centennial celebrations, including new interactive visitor centres along the iconic highway, which begins in Chicago. Daniel Thomas, Deputy Director, highlighted immersive exhibits planned for 2026, featuring augmented reality experiences of historic Route 66 landmarks. “This is about preserving our heritage while making it accessible to modern travellers,” Thomas shared.
- Visit Florida unveiled “Sunshine Adventures,” a campaign promoting eco-friendly outdoor experiences, including expanded kayaking trails in the Everglades and sustainable coastal tours in the Florida Keys.
- Visit Fort Lauderdale revealed details of their hostying of IPW 2027 in its city on a 24-mile beach front.
- Travel South Dakota showcased a new “Great Faces, Great Places” initiative, spotlighting lesser-known Native American cultural sites alongside Mount Rushmore.
- Utah’s Office of Tourism introduced a “Dark Sky Discovery” programme, capitalising on the state’s 24 certified dark sky locations to attract astrotourism enthusiasts.
- Brand USA, the premier sponsor of IPW 2025, held its annual press conference at McCormick Place, outlining a forward-looking strategy to boost U.S. inbound tourism. President and CEO Fred Dixon spotlighted major 2026 events, including the FIFA World Cup and the 250th anniversary of American independence, as key draws for international visitors.
- Virtuoso, a luxury travel network, revealed a collaboration with Chicago-based agencies to offer bespoke cultural tours, including private jazz and blues experiences in historic venues. Traveltek introduced a new AI-powered booking platform tailored for U.S. destinations, enabling real-time itinerary customisation for international buyers.
- The NYC Center Stage luncheon on 17 June brought Broadway performances to Chicago, with eight award-winning shows: Bueno Vista Social Club, The Outsiders, Death Becomes Her, Maybe Happy Ending, Hell’s Kitchen and Great Gatsby
- Experience Kissimmee hosted a high-energy event featuring British singer Jessie Ware, blending music with Florida’s tourism pitch.
- Chicago’s neighbourhoods shone through curated experiences. A South Side tour, partnered with South Side Tours, included storytelling at the DuSable Museum and a networking lunch, immersing delegates in the city’s African American heritage. Three evening neighbourhoood tours were organised for delegates to the Obama home neighbourhood of Hyde Park, West Town and Pilsen. Evening receptions at the Field Musum, Navy Pier, waterfront parks and rooftop venues showcased Chicago’s skyline and culinary scene, with local vendors serving deep-dish pizza and craft brews. The closing party at Navy Party was themed on Route 66.
