Travel Leaders Push Trump for 100M Inbound Visitors by 2030
Hospitality and airline executives meet with President Trump to counter falling inbound arrivals and unlock $81 billion in extra spending.
The short answer
Hospitality and airline executives urged President Donald Trump to commit to attracting 100 million annual international visitors by 2030. The target aims to counter recent international visitation declines and generate $81 billion in extra spending.
“The next goal should be 100 million international visitors a year by 2030, striving to make the U.S. the most visited country in the world. Getting to 100 million would result in $81 billion in additional spending and more than 400,000 American jobs”
The short version
- U.S. Travel Association proposed targeting 100 million international visitors annually by 2030 to unlock $81 billion in spending.
- Canadian inbound visitation dropped 20 percent in 2025, hurting border states and driving a 7.5 percent decline in Las Vegas tourism.
- Federal officials outlined airport screening adjustments including altered shoe inspections and family security lanes.
Hospitality and airline leaders met with President Donald Trump at the White House to push for a national goal of welcoming 100 million international visitors annually by 2030 [[1], [2]]. The initiative aims to offset sharp inbound travel drops, restore border markets, and capture $81 billion in additional economic spending [1].
What did travel leaders demand at the White House meeting?
Travel executives requested a formal federal commitment to expand inbound tourism and set a benchmark of 100 million annual international visitors by 2030, according to Skift and Asian Hospitality [[1], [2]]. Geoff Freeman of the U.S. Travel Association stated that reaching this target would make the United States the most visited destination globally, delivering $81 billion in extra spending and generating over 400,000 domestic jobs [1].
As Skift reported, White House spokesperson Taylor Rogers confirmed the meeting served to celebrate achievements from the summer travel season while reviewing steps to sustain momentum after major events like the FIFA World Cup and America’s 250th anniversary [2]. Brand leaders attending the session represented major hotel chains and entertainment groups, including Marriott International, Hilton, IHG Hotels & Resorts, Raffles & Fairmont, MGM Resorts, Caesars Entertainment, Venetian, and Hard Rock International, alongside American Airlines and Carnival [[1], [2]].
Why are hospitality brands pushing for inbound visitation targets?
Hotel operators face severe revenue headwinds after international arrivals dropped 5.5 percent across 2025 [1]. Asian Hospitality reported that inbound overseas journeys dropped an additional 4.7 percent through July, according to figures released by the U.S. Commerce Department [1].
Multiple structural friction points created these declines. Industry officials cited lengthy visa interview delays, elevated airline ticket pricing, tightening immigration rules, new tariffs, and explicit travel bans targeting select nations [1]. Earlier operational friction, including federal government shutdowns that impeded domestic aviation security checkpoints and flight paths, also depressed foreign arrivals [1].
How severely did international travel declines hit regional destinations?
Cross-border destination markets experienced double-digit contraction, led by a 20 percent collapse in inbound Canadian travelers during 2025 [1]. This drop directly harmed border states as well as primary leisure centers in the interior [1].
Las Vegas tourism volume fell 7.5 percent over the course of the year, hitting companies operating resorts across Nevada [[1], [2]]. Meanwhile, hoteliers in New York City petitioned the federal administration to resolve ongoing trade conflicts with Canada to protect reciprocal cross-border travel [1].
| Metric or Market Indicator | Recorded Change | Impacted Scope or Benchmark |
|---|---|---|
| Full-Year 2025 International Arrivals | -5.5% | Total inbound foreign travel to the U.S. [1] |
| Canadian Cross-Border Arrivals (2025) | -20% | Inbound travel originating from Canada [1] |
| Las Vegas Annual Tourism Volume | -7.5% | Total market visitation [1] |
| Overseas Visitors Through July | -4.7% | Inbound overseas volume tracked by Commerce Dept. [1] |
| June Travel Spending | +6.2% | Monthly expenditure rising to $122.1 billion [1] |
| Projected 2030 100M Goal Economic Lift | +$81 billion | Additional spending alongside 400,000 jobs [1] |
What airport operational adjustments did the administration propose?
The White House introduced specific border screening modifications intended to ease processing times for arriving and transiting passengers [1]. Measures include adjustments to footwear inspection rules, the creation of designated screening lanes for traveling families at select airports, and expanded biometric verification queues for returning American citizens [1].
Federal officials also pledged operational improvements designed to speed up flight connections between international arrivals and domestic connecting routes [1]. These adjustments follow four straight months of falling inbound volumes heading into the late-summer period, according to Skift [2].
Did summer mega-events succeed in countering the downward trend?
Summer events provided short-term expenditure surges despite broader annual booking erosion [[1], [2]]. The FIFA World Cup produced record tournament attendance figures and generated an expenditure boost across host cities [1].
Driven by the tournament, domestic travel spending increased 6.2 percent year over year in June to reach $122.1 billion, representing the highest single-month expenditure total recorded over the preceding twelve months [1]. Industry leaders argue that pairing these event spikes with systemic border screening reforms creates a viable pathway to reach the 100 million visitor threshold by 2030 [1].
Reported by
This article was written from the following reporting. Follow the links for the original coverage.
- [1]Travel CEOs Target 100M Visitors in White House Talks— asianhospitality.com
- [2]Travel Leaders Meet Trump to Boost Inbound Tourism— Skift
Frequently asked
+What target did hospitality executives pitch at the White House?
Industry leaders asked the federal administration to establish a national target of attracting 100 million international visitors annually by 2030, which the U.S. Travel Association estimates would generate $81 billion in additional spending and more than 400,000 domestic jobs.
+How much did international inbound travel drop in 2025?
International arrivals to the United States fell 5.5 percent across 2025, followed by another 4.7 percent decline in overseas visitors through July.
+Which major hotel brands attended the White House meeting?
Executives representing Marriott International, Hilton, IHG Hotels & Resorts, Raffles & Fairmont, MGM Resorts, Caesars Entertainment, Venetian, and Hard Rock International attended the discussions alongside airline and cruise representatives.
+How did Canadian travel patterns change during 2025?
Arrivals from Canada dropped 20 percent in 2025, heavily reducing visitor volume for border states and destination markets such as Las Vegas, prompting New York City hoteliers to urge a resolution to cross-border trade disputes.
+What screening changes did the White House outline to help travelers?
The administration detailed plans to alter shoe screening procedures, introduce designated screening lanes for families at select airports, expand biometric lanes for returning U.S. citizens, and accelerate transfers between incoming international flights and domestic routes.
+What economic lift occurred during the FIFA World Cup?
Travel spending increased 6.2 percent year over year in June to $122.1 billion, marking the highest monthly spending level in a year, supported by record attendance numbers across World Cup host destinations.
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