As the international travel industry begins to show signs of recovery after four challenging years, U.S. destinations are experiencing a mixed bag of success. While some areas are seeing a surge in international visitation, others are still struggling to regain momentum. According to the U.S. Travel Association’s annual IPW conference, overall international travel to the U.S. is expected to reach 98% of 2019 levels this year, a significant improvement from the 84% recorded in 2023. However, the road to full recovery remains uncertain, with some states faring better than others.
Visit Florida has been one of the success stories, with international visitation expected to surpass pre-pandemic levels this year. In March, overseas arrivals to the Sunshine State were up by 1.7% compared to March 2019, marking a significant milestone for the state. Dana Young, CEO of Visit Florida, expressed optimism about the market’s recovery, particularly with strong showings from key markets like Germany and the U.K.
Similarly, New York is anticipating total visitation to reach 97% of 2019 levels this year, with international visitors expected to exceed pre-pandemic levels by hitting 98%. Fred Dixon, CEO of NYC Tourism + Conventions, emphasized the critical role of international visitors in New York’s tourism sector, citing their contribution to 50% of spending and hotel room nights despite representing only 20% of visitor levels.
While some destinations are thriving, others are grappling with challenges, especially those on the West Coast that heavily depend on Asian markets. Geoff Freeman, CEO of U.S. Travel, highlighted disparities in recovery rates, with some markets surpassing 2019 levels while others continue to lag behind. For instance, destinations like Seattle and San Diego that rely on Asian visitors are struggling to regain momentum, primarily due to prolonged visa wait times in certain countries.
Freeman also pointed out that markets with historically long visa wait times, such as Colombia, are experiencing difficulties attracting international visitors. However, success stories like India, where visa wait times have reduced drastically, are bucking the trend by surpassing pre-pandemic visitor levels. Freeman emphasized the importance of overcoming visa hurdles to sustain long-term growth in the international travel sector.
Los Angeles, a major international travel hub, has faced its share of challenges in the post-pandemic recovery phase. Adam Burke, CEO of the Los Angeles Tourism & Convention Board, highlighted the staggered recovery in the city, with a significant decline in international visitors from Asia-Pacific markets. While the city is still striving to attract Chinese visitors, it is focusing on markets like the U.K., Ireland, and Australia/New Zealand where air service has returned to pre-pandemic levels.
Despite the challenges, Burke remains optimistic about the long-term potential of China as a key market for Los Angeles. The city is actively engaging with Chinese travel trade delegations and forging partnerships to bolster its presence in this critical market. Although the road to full recovery may be long, Los Angeles remains committed to rebuilding its international visitor base and strengthening its position as a premier global destination.
While the resurgence of international travel is a positive sign for the U.S. tourism industry, the recovery remains fragmented across different destinations. By identifying key challenges and opportunities, U.S. destinations can navigate the complexities of post-pandemic travel and emerge stronger in the global tourism landscape.