Last week, the United States Travel Association, along with several travel industry CEOs, met with President Trump to discuss the future of tourism in the country.
The topic focused in on seeking the federal government’s support for U.S. Travel’s goal of welcoming 100 million annual international visitors by 2030.
“The World Cup, America250 and a strong summer of travel showed what’s possible when we get travel right,” said U.S. Travel Association’s President and CEO, Geoff Freeman. The next goal should be 100 million international visitors a year by 2030—striving to make the United States the most visited country in the world.”
Data from 2025 showed the U.S. reached total of 68 million international visitors in 2025.
That’s a significant jump needed in just a few years…can it be done?
Is this goal too lofty?
I don’t think so at all, however, there are a few roadblocks in the way that need to be fixed in order for the U.S. to reach these numbers.
The perception of the current administration from would be international travelers certainly isn’t doing the country any favors.
That said, looking back to 2018, total international visitation reached nearly 80 million under that Trump administration. Could the country reach that number again by 2028? It will have to if it wants to keep pace on achieving the 100 million mark.
A considerable part of obtaining this milestone will be whether or not the Canadian market returns to the level it once was. Given the recent backlash from tariffs and re-naming Lake Ontario to Lake America, it’s hard to say if Canadians will be visiting the U.S. in large numbers like in years past. Could that change after 2028 with a new administration? Perhaps, but there are no guarantees.
The visa restrictions are also a key part in holding many travelers back.
“Getting to 100 million would result in $81 billion in additional spending, more than 400,000 American jobs and millions more people coming here, experiencing America for themselves and telling their friends and family that they should do the same,” Freeman said.
The U.S. remains the largest tourism economy in the world. I believe it can maintain that, provided there is a true emphasis on improving the process for international travelers to visit in addition to the perception.
France welcomed over 100 million tourists in 2025, and Spain was right behind with 96.8 million. While those countries have the benefit of easier access from other European travelers – given that the cost of flying into the U.S. isn’t going to decrease any time soon – there’s no denying the U.S. has a plethora of desirable traveler destinations to compete.
If you followed the sentiment from international visitors who explored the U.S. during the World Cup, you know just how well received the host cities were. With its unique landmarks, thriving big cities, the small-towns ripe with charm and friendly hospitality, the beaches, mountains, and the distinctive scenery that abounds throughout, it’s clear the appeal of the U.S. is strong.
While the U.S. numbers may be down now, a goal of 100 million visitors by 2030 is absolutely attainable.
But it’s up to the Trump Administration to help set the foundation now to get those visitor totals rising again.
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