U.S. travel executives met with President Donald Trump at the White House Wednesday to offer a bold pitch: a commitment to work toward 100 million-plus visitors by 2030, enough to overtake France as the world’s most-visited country.
The ask follows four consecutive months of overseas tourism declines and a 5.5% dip in total inbound travel in 2025. Executives from the U.S. Travel Association, Hilton, Marriott, American Airlines, and Booking Holdings were among those present at the meeting.
The goal is lofty; 100 million would mark a 46% increase from 2025 and a 25% increase from the country’s pre-pandemic peak. But industry leaders say they want to build on momentum from the World Cup, which officials point to as proof the U.S. can balance security and hospitality.
Building inbound tourism could be an uphill climb if the U.S. continues to expand entry restrictions. The administration is weighing a new $250 visa integrity fee and more stringent social media vetting for tourists, and recently made permanent a visa bond program charging up to $20,000. While the program targets 50 countries today, industry leaders are concerned that list could expand and curb tourism visa demand.
"We cannot get to 100 million travelers with a bond program that would discourage travelers who have a visa today or need a visa tomorrow," U.S. Travel Association CEO Geoff Freeman said.
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