US Travel Trends: What the Experts Are Saying
by Marsha Mowers
Geoff Freeman, CEO of the US Travel Association.
A drop in travel to the US was a hot topic at Expedia’s annual EXPLORE conference in Seattle this month as Expedia Group CEO Ariane Gorin and Geoff Freeman, CEO of US Travel Association spoke candidly about the challenges.
In a video shared with media, the two CEOs discuss the economic pressures and softening demand for Canadian travel to the US, which Expedia says has seen a 30% reduction.
“If you listen to the headlines right now, you’d think the sky is falling in travel, people are writing the obituary for travel to the United States,” says Freeman. “I think this industry is a lot more resilient and people want to come to the United States.”
Expedia Group CEO Ariane Gorin says that other than a drop in international visitors to the US, they are “seeing good stability and people are still shopping for travel.”
Freeman points out implementing a better TSA process with the newest technology that is available and improving the customs experience will go a long way in enticing visitors. He also touches on improving the country’s overall “antiquated” air traffic control navigation system which he says needs to be addressed.
The US also has a strong lineup of important events coming up that include the 2026 World Cup and the country’s 250th birthday which Freeman says will be a strong draw for visitors.
“My advice for governments is to make sure you realize the importance of tourism to your economy,” says Gorin.
“We have everything lining up for the US to succeed in the years ahead,” adds Freeman.
