Geoff Freeman is President and CEO of the U.S. Travel Association, the national nonprofit organization representing the U.S. travel industry. The USTA’s mission is to increase travel to and within the United States.
Perception matters. Perception shapes travel. It influences decisions well before anyone books a ticket. Today, global perceptions of the United States are being tested, and it shows: International inbound visits are projected to finish the year down 6 percent.
Headlines about political division, safety concerns, and unpredictable entry processes travel faster than the truth—leading more visitors to wonder not only “Can I visit?” but “Do I want to?” Yet the reality is often far better than the headlines suggest.
For those who do come, the United States delivers one of the world’s most rewarding travel experiences. Visitors find a country whose people are welcoming, remarkably diverse, and full of innovation, a place defined by creativity, energy, and optimism. The issue isn’t that America has lost its appeal; it’s that the global conversation about America often misses the full picture.
The traveler’s reality
Global research reveals a growing gap between perception and experience. While international media coverage can portray America as divided or difficult to navigate (a narrative amplified during the recent, prolonged government shutdown), the experiences of actual travelers tell a very different story.
Those who visit overwhelmingly describe positive experiences. They find welcoming communities, exceptional destinations, and world-class service.
However, persistent barriers still shape perception long before travelers arrive. In several key inbound markets such as India, Colombia, and Mexico, visa wait times can still exceed 175 days—a delay that discourages millions from even applying. Entry processes, while improving, can remain inconsistent and unpredictable.
Overseas visitors to the United States spend more than $4,000 per trip on average and help travel support 15 million American jobs across every state.
And Congress’s proposed $250 “visa integrity fee”—added on top of the existing visa cost—would send the wrong message at precisely the wrong time, making it more expensive for families to visit and less likely for first-time travelers to choose the United States. Each unnecessary hurdle comes with a cost.
Overseas visitors to the United States spend more than $4,000 per trip on average and help travel support 15 million American jobs across every state. When travelers decide the United States is too complicated or too expensive to visit, those dollars, and the jobs they sustain, go elsewhere.
The power of welcome
Welcoming the world to America is more than a slogan; it’s a strategy for global competitiveness and diplomacy. Every visitor interaction communicates our values, efficiency, and respect.
Travel remains one of America’s most effective diplomatic tools: Each visitor gains a personal understanding of our people, our innovation, and our ideals, then carries those impressions home. That’s why a frictionless, friendly arrival experience isn’t just good customer service; it’s essential to our national reputation.
Visitors who experience that brand firsthand become our most credible messengers abroad. They return home with stories of hospitality, innovation, and connection that counter the noise of global media and social platforms.
As the leader of an organization that represents more than 1,000 member businesses from across the U.S. hospitality sector, I know that the travel community is ready to do its part.
Industry leaders, local governments, and federal agencies must align around one simple truth: Travel drives America forward. Streamlining entry, improving security systems, and investing in modern infrastructure are not expenses; they are investments in our global influence and economic growth.
Meeting the moment
The coming years present unprecedented opportunities for the United States to greet the world. Major events like the 2026 FIFA World Cup across North America and the 2028 Olympic and Paralympic Games in Los Angeles will bring millions of visitors and global attention to our doorstep.
These moments are more than sporting events. They are platforms that will establish what America stands for: a resilient democracy, multiculturalism, and a belief in opportunity, optimism, and the dignity of every visitor we welcome.
Streamlining entry, improving security systems, and investing in modern infrastructure are not expenses; they are investments in our global influence and economic growth.
But to seize that opportunity, we must address the obstacles that dampen enthusiasm. Lengthy visa backlogs, confusing airport security screening systems, and new fee proposals undermine our competitiveness. Instead, we should be expanding resources to process visas efficiently, modernize customs facilities, and implement technology that speeds entry without compromising security.
America’s competitive advantages of our culture, innovation, natural beauty, and diversity remain unmatched. The challenge is ensuring our policies and systems reflect those same strengths.
Telling the whole story
Changing perception starts with storytelling, and that responsibility belongs to all of us. The United States’ story is told daily by its small-business owners, hotel workers, park rangers, and community hosts who make travel memorable. Their stories are authentic, diverse, and deeply human.
Government and industry must amplify those voices and ensure the traveler’s experience matches the promise of America, a promise grounded in possibility, purpose, and the strength of our people. Together, meaningful progress is already being made: reducing visa wait times, securing more customs officers to speed arrivals, expanding trusted traveler programs, and modernizing airport security so millions of passengers no longer need to remove their shoes.
These are real wins that make travel smoother and more welcoming. From a seamless visa process to modern, efficient airports and a genuine welcome on arrival, every touch point shapes the American brand.
A shared responsibility
The U.S. travel industry represents the front door to the nation. How we welcome the world defines not only our competitiveness but also our character. We have an opportunity, and a responsibility, to make that welcome easier, faster, and more meaningful.
Public-private partnership is the key. Congress and the administration must prioritize policies that improve the ease and flow of travel, reduce barriers, and strengthen America’s global position. Industry must continue to innovate, invest, and advocate for a travel system that reflects our best values.
The good news is that visitors who come here already see the best of America. Our challenge is to make it easier for more people to experience it and to ensure their stories shape how the world sees us.
That’s how we strengthen our global standing, grow our economy, and remind both visitors and ourselves that America remains the world’s most welcoming and extraordinary destination.
