of the Copa América and preparations for the 2026 World Cup to the request to facilitate visas and reduce waits at airports

Between golden beaches and green hills, Los Angeles was the host city of the 55th edition of IPW (in English, the acronym for International Pow Wow), the most important tourism fair in the United States.

Generator of trips to the northern country and showcase of destinations, services and news, the great event of the United States Travel Association received more than 5,700 delegates from May 3 to 7, including 2,000 international and media buyers from nearly 70 countries. These figures represented an increase of 20% compared to last year.

As the organizers highlighted, “each IPW not only cultivates valuable connections and knowledge exchange, but also serves as an economic catalyst, generating more than US$5.5 billion in future trips to the United Statesby highlighting the best that the country has to offer.”

“I am grateful to our partners at US Travel Association for bringing the world together in Los Angeles, California for IPW 2024,” said Chris Thompson, president and CEO of Brand USA.

And he maintained: “It is truly bittersweet to complete my last IPW in this position. As I have shared this week, I am very confident in the strength of the international travel industry and know that Brand USA will begin by strengthening its efforts to drive international visitation to new heights in the coming years.”

Chris Thompson gave his final press conference after more than a decade of service. As the arrival of international travelers continues to demonstrate remarkable resilience, Brand USA is poised to further elevate the United States’ position as a premier travel destination.

With those words, Brand USA celebrated “the successful IPW 2024, a strength of international inbound tourism.” The official destination marketing organization of the United States and IPW title sponsor of the US Travel Association celebrates a productive week of partner appointments, business meetings and media engagements, all aimed at increase international visits starters to that country.

Brand USA leaders, staff and representatives participated in more than 700 meetings with national and international media, buyers, suppliers, as well as new and potential partners.

Brand USA is the first U.S. public-private entity to promote America as a travel destination, increase international visitation, and communicate travel policies and procedures to travelers around the world.

During 2023, the United States welcomed almost 67 million visitors who spent US$13 billion on travel and tourism-related activities within the northern country, representing a 28% increase over the previous year. In that sense, visits from India have already exceeded 2019 levels, and Australia, Brazil, Canada, France, Germany, Italy and the United Kingdom are also expected to do so in 2025.

Recent research from Brand USA shows that The United States is the main aspirational destinationranking first among potential travelers from Brazil, Canada, China, Japan and Mexico.

Projections for 2027 establish that The US will receive 90 million visitors who will spend US$ 279 billion annuallyobjectives outlined in the 2022 National Travel and Tourism Strategy.

The latest forecast from Tourism Economics shows that nearly 78 million visitors are expected to arrive in the United States by the end of 2024, and spending by international travelers will grow 74% between 2023 and 2027.

Additionally, Brand USA aims to capitalize on global events taking place in the United States over the next four years, such as the impending Copa America 2024WorldPride in Washington DC, the centenary of Route 66, the FIFA World Cup and the anniversary celebration 250th in the country in 2026and the 2028 Summer Olympics in Los Angeles.

Concluding the press conference, Todd Davidson, Chairman of the Board of Directors of Brand USA and CEO of Travel Oregon, welcomed Fred Dixon, incoming President and CEO of Brand USA. Dixon currently serves as CEO of New York City Tourism + Conventions and will take the helm of the organization on July 15, 2024.

US Travel Association President and CEO Geoff Freeman shared the vision of making travel a national priority, solving barriers to visitation growth and becoming the most visited nation in the world.

“Our national goal should be to be – no less – than No. 1 in terms of arrivals, spending and visitor experiences,” Freeman said.

However, he emphasized that “our ambitions are limited by excessively long wait times for visitor visas, often long waits at customs and an air traffic control system that is challenged to meet demand. Achieving travel growth will require a sustained focus from government and industry to address friction and improve the process for travellers.”

Freeman pointed to a decade of opportunity ahead as the United States prepares to welcome millions of new travelers at upcoming events that will attract leisure and business tourists.

However, total inbound visits to the US remained at only 84% recovered (at the end of 2023) of 2019 levels, so “there is still much work to do to generate arrivals and increase participation market”.

For the first time in 12 years, the Los Angeles Tourism & Convention Board welcomed IPW to the Los Angeles Convention Center as its main venue, with key events taking place throughout the city.

In this way, IPW organized events in the Getty Center (homes an art museum, library, research institute, conservation institute, and the Getty Foundation), Los Angeles Memorial Coliseum (with a great show by legendary singer Diana Ross) and Universal Studios Hollywoodwhere the closing night was held.

“Los Angeles is one of the most exciting, inclusive and constantly evolving destinations in the world,” said Adam Burke, president and CEO of Los Angeles Tourism, which together with Visit California collaborated to hold IPW 2024.

The city ​​of stars continues to focus on the recovery of international tourism, although domestic visits have led the return of tourism after the pandemic.

During the fair, the official tourism body Visit Orlando announced that the destination received 6.13 million international visitors in 2023, a figure that represents a 25% increase with respect to the previous year. Canada remains Orlando’s top international market, followed by the United Kingdom, Brazil, Mexico and Colombia.

Many were announced news at theme parks. After the premiere of “Lego Ferrari Build & Race in Legoland Florida Resort and the opening of several hotels, in the northern summer “Tiana’s Bayou” will take everyone on a musical adventure in Magic Kingdomat Disney World, inspired by the movie “The Princess and the Frog.”

And while the new Dreamworks Land at Universal Orlando Resort It will open on June 14, “Hogwarts Always” will be the new castle projection show in “The Wizarding World of Harry Potter – Hogsmeade”.

Universal’s largest daytime parade to date will debut on July 3: Universal Mega Movie Paradeand in 2025 the new theme park will open Universal Epic Universe.

As announced, the next edition of the IPW will take place in Chicago, Illinois, from June 14 to 18, 2025.