Travel Execs Push Trump for 100 Million+ Visitors by 2030

Top executives from the U.S. travel and hospitality sector met with President Donald Trump at the White House on Wednesday to pitch a lofty goal of securing just over 100 million annual international visitors by 2030, a figure that would surpass France as the world's most-visited country.

The high-level meeting follows a challenging period for American tourism, marked by a 5.5% drop in inbound travel in 2025 and four consecutive months of overseas visitor declines in 2026, even amid major events like the World Cup co-hosted across 11 U.S. cities alongside Canada and Mexico. Destinations such as Las Vegas have been hit particularly hard by fewer Canadian and international arrivals.

Stock photo for illustration only, not from the actual event

Stock photo for illustration only, not from the actual event

[[AI_INSIGHT]]Reaching the 100 million visitor milestone by 2030 requires addressing persistent deterrents among international travelers, including high costs, political factors, and entry policies. Industry advocates are urging the administration to streamline entry processes while maintaining national security, using the World Cup as a working model for future mega-events[[/AI_INSIGHT]]

[[AI_INSIGHT]]While the World Cup provided a rate-driven boost for hotels and short-term rentals, converting that temporary surge into lasting policy changes is viewed as critical ahead of the upcoming 2028 Summer Olympics and 2034 Winter Olympics[[/AI_INSIGHT]]

Source: Skift