TORONTO — Brand USA’s recent board meeting showcased a spirit of resilience and optimism amid challenges that the U.S. travel sector has faced. The latest updates from America’s leading destination marketing organization underscored their commitment to recovery and innovation, even in the face of budget constraints.
Adapting to Budget Cuts
Despite a significant budget cut from US $100 million to $20 million, Brand USA’s CEO Fred Dixon emphasized the organization’s proactive approach. He mentioned, “We are not standing still,” highlighting their operational board’s ability to adapt quickly.
Dixon pointed out the necessity to reallocate resources but remained optimistic about ongoing dialogues with federal officials. “Our work absolutely continues apace,” he reassured. The challenges, including the recent firing of five board members and the passing of valued director Casey Canevari, have not deterred the organization’s focus on growth and partnership.
Commitment to International Relationships
“We’ve been through a lot since April,” Dixon remarked, affirming Brand USA’s dedication to maintaining strong ties, particularly with Canada. “Despite some discouraging headlines, what we saw on the ground was extraordinary enthusiasm from the trade,” he added, expressing their commitment to fostering international relationships.
Looking Ahead: Major Events in 2026
As the countdown to 2026 approaches, key events like the U.S. 250th anniversary, the 2026 FIFA World Cup, and the Route 66 Centennial are set to shape the landscape of tourism. Dixon expressed optimism surrounding the upcoming promotional campaign, America the Beautiful, which will soon take over as Brand USA’s primary consumer-facing URL.
Brand USA envisions 2026 as a potential turning point, despite recent declines in visitation. Dixon stated, “We have an opportunity to reaffirm the U.S. as the number one travel destination in the world.”
Visitation Trends and Market Analysis
Turning to the 2025 visitation data, Brand USA observed a slight decline of 1.1% in total U.S. inbound visitation for the first four months of the year. Notably, Canada experienced a steep drop of 14.5%, compared to a 15.4% increase from Mexico. This indicates a shifting landscape for North American tourists, emphasizing the importance of understanding traveler motivations.
Looking forward, Tourism Economics predicts 66.5 million inbound international travelers to the U.S. in 2025. With a forecasted recovery of growth in 2026 reaching 68.8 million, the U.S. aims to strengthen its international appeal.
Monitoring Consumer Sentiment
Brand USA is diligently monitoring consumer sentiment and international travel interest. Recent survey data indicated a slight uptick in interest in visiting the U.S., reflecting a growing willingness among travelers, with 25% of respondents expressing intentions to visit in the next 12 months, up from 23% in previous months.
The U.S. continues to maintain its position as the top destination for international visitors. “The eyes of the world are on the United States. We need to direct that attention to what the world loves most about the U.S.,” as highlighted in Brand USA’s recent meeting presentation.
