US Travel CEOs Urge Trump: 100 Million Visitors by 2030
Leading US hotel and travel chief executives met President Donald Trump this week, advocating for a national strategy to attract 100 million international visitors annually by 2030. The industry aims to build on recent travel growth following the 2026 FIFA World Cup.
Industry Calls for Major Visitor Growth
Senior executives from the United States' hotel and travel sectors convened with President Donald Trump at the White House on 2 September 2026. The meeting, detailed in a news release from the U.S. Travel Association (USTA), focused on strategies to increase the number of international arrivals to the country.
Industry leaders urged the administration to establish a goal of attracting 100 million international visitors each year by 2030, aiming for the United States to become the world's most visited country. Geoff Freeman, USTA's President and CEO, stated that achieving this target could generate an additional $81 billion in spending and create over 400,000 American jobs.
Attendees at the discussion included chief executives from prominent hospitality and booking firms, such as Hilton, Marriott, Booking Holdings, MGM Resorts, and Caesars Entertainment.
Building on Recent Travel Success
The call for ambitious growth follows a period of strong travel activity in the United States, particularly during the 2026 FIFA World Cup and the America250 celebrations. According to Geoff Freeman, these events demonstrated the potential for increased visitor numbers when travel conditions are optimal.
The World Cup, which concluded in August 2026, contributed to an upgrade in the hotel performance outlook for the year, as reported by CoStar and Tourism Economics. Initial forecasts had predicted a modest uplift for North American hotels from the tournament, with host cities seeing the most significant benefits.
This recent positive trend contrasts with a downturn in international travel during 2025, which was attributed to escalating geopolitical conflicts and broader macroeconomic instability. Visa barriers were also identified as a concern affecting international attendance at the World Cup this year.
Future Focus: Olympics and Policy
The industry's proactive engagement with the administration underscores a concentrated effort to address factors that influence international arrivals. The discussions around boosting visitor numbers are expected to gain further prominence as the United States prepares to host the 2028 Summer Olympics in Los Angeles.
This major global event will again bring the country's capacity to attract and accommodate international travellers into sharp focus. The emphasis on reaching 100 million annual visitors by 2030 suggests a need for coordinated policy adjustments, potential infrastructure enhancements, and targeted global marketing campaigns.
Addressing existing challenges, such as visa processing and international perceptions shaped by geopolitical events, will be critical for the United States to realise the ambitious growth targets outlined by its travel and hospitality leaders.
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