Trump meets travel industry CEOs in push to boost foreign tourism

In a meeting with executives from major travel companies, US President Donald Trump discussed strategies to increase international tourism to the United States. The White House highlighted a temporary boost in tourism following the FIFA World Cup this summer, which saw a 6.2% increase in travel spending and record attendance. However, overseas visitors have declined by 4.7% through July 2026 compared to 2025, according to the Commerce Department.

The American Travel Association aims to boost foreign visitors to 100 million annually, a significant increase from the 68 million in 2025. Speaking at the meeting, Geoff Freeman, the president of the American Travel Association, stated that the group seeks to make the US the world's most visited destination, noting that France currently leads with 102 million foreign tourists in 2025, a 17% increase from 2025.

Despite the recent World Cup success, international arrivals to the US have faced challenges due to lengthy visa interview wait times, higher airline ticket prices, stricter immigration policies, tariffs, and travel restrictions for certain countries. One major concern for industry groups is the Trump administration's bond requirement for visitors from 50 countries, which has led to an 80% decline in arrivals from those nations.

Freeman emphasized that such a bond program discourages travel, making it difficult to achieve the 100 million visitor goal. Another factor impacting tourism is Canada's decrease in visitors by 20%, largely due to objections to Trump's tariffs and annexation comments. This decline has negatively affected US tourism destinations like Las Vegas, where tourist numbers fell by 7.5% in 2025.

During the Trump administration, efforts have been made to streamline airport screening, allowing passengers to keep their shoes on and adding family screening lanes at some airports. Additionally, the administration aims to create more biometric fast lanes for returning US citizens and quicker international connections to domestic flights. However, the industry has faced hurdles, including partial government shutdowns that disrupted airport security lines and flights.

Homeland Security Secretary Markwayne Mullin had previously threatened to halt border processing in so-called "sanctuary cities," raising concerns about potential chaos and the impact on tourists, Americans trying to return home, and crucial cargo shipments. Freeman noted that it appears the Department of Homeland Security has moved away from this idea, but the challenges remain in reviving international tourism to the United States.