"This is the moment. This is the year we bring travel back."
Those were the words of Roger Dow, outgoing President and CEO of the U.S. Travel Association, at the opening press conference in Orlando for the 53rd IPW, the annual showcase of America's travel industry.
"This may be the 53rd IPW, but in some ways it's the first," Dow stated. "We've been through two years of 'things,' things that would have been seen as unrealistic for a movie plot. In March 2020 international inbound travel ground to a total halt."
Travel is definitely on the upswing now, and while some prognosticators don't see a full U.S. travel recovery until 2024 or 2025, Dow thinks it will be much sooner.
"2023 is going to be the year. This is a coiled spring. Travel will be back and better than ever."
In thanking Dow for his 17 years of service at the U.S. Travel Association, Brand USA president and CEO Chris Thompson told international journalists that he brought unprecedented "profile and strength" to the U.S. travel industry during his long tenure.
The U.S. has ambitious goals for recovery and growth for an industry that in 2019 accounted for 9.5 million jobs and $1.9 trillion in economic impact.
The recently released U.S. Travel & Tourism Strategy produced by the U.S. Department of Commerce predicts 90 million international visitors by 2027, well ahead of the 79.3 million who arrived in pre-pandemic 2019.
But judging from the questions posed by international journalists, there are still some obstacles the U.S. must overcome to create the conditions for a full recovery.
While there's no doubt about the quality and diversity of U.S. tourist attractions, the recent surge in gun violence and racial and political division is giving some international travellers pause.
"We know these headlines are concerning to travellers," said Brand USA's Thompson. "Americans want this issue to be addressed. We know it's an issue and we're doing what we can."
"The statistics are harrowing," said Grant Harris, Assistant Secretary of Commerce for Industry & Analysis. "We have a crisis in the United States. There's a lot of work to be done."
Other potential factors impacting recovery are the continued need for a negative COVID test to enter the United States, and high inflation, currently sitting at over 8% in the U.S.
Thompson acknowledged that the pre-departure testing requirement "is hindering our ability to get back to 2019 numbers." On when it could potentially end he said: "We don't know when it's going to happen, but we're anxious and hopeful that it is going to happen."
On inflation, Thompson said it's a global issue, but that the U.S. is well-positioned because of the diversity of its product. "People consider travel to be a birthright," he said. "And with our diversity we have something for every level of affordability."
Despite the headwinds, this year's IPW attracted 4,600 attendees. The massive trade show floor at the Orange County Convention Center is packed and there are journalists in attendance from more than 60 countries.
And there's good news on the promotion front: Brand USA recently got $250 million from the federal government to sing the praises of U.S. destinations to international audiences.
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