International travel to the U.S. is on the rise after four long years, with the expectation to reach 98% of 2019 levels this year. However, the recovery is not consistent across all areas, with some states seeing more success than others. For instance, Visit Florida is anticipating international visitation to surpass prepandemic levels this year, with Germany and the U.K. leading the recovery. On the other hand, destinations like Seattle and San Diego, which depend on Asia, are struggling to reach 2019 levels, indicating a fragmented recovery.
Some states are already witnessing early success in the international travel rebound. For example, New York expects total visitation to reach 97% of 2019 levels this year, with international visitors tracking slightly higher. Fred Dixon, CEO of NYC Tourism + Conventions, highlighted the importance of international visitors for New York’s economy, emphasizing that it takes only one international traveler to equal the economic impact of four domestic visitors. However, reaching a full recovery next year is crucial for sustaining the tourism industry.
Geoff Freeman, CEO of U.S. Travel, pointed out that different destinations are experiencing varying degrees of success with different markets. While India and Canada have fully recovered and surpassed their prepandemic levels, countries like Japan and China are still lagging behind. Wait times for visas in some countries have also impacted travel patterns, with destinations like India seeing a remarkable increase in visitors after reducing visa processing times. However, sustainable recovery remains a challenge as travelers continue to face obstacles.
Los Angeles, a major tourist destination, has witnessed a staggered recovery in international visitor numbers, particularly from its Asia-Pacific markets. Adam Burke, CEO of the Los Angeles Tourism & Convention Board, noted that the city is focusing on visa waiver markets where air service has returned to prepandemic levels to drive recovery. While numbers from China, one of their top overseas markets, are still below expectations, partnerships with the Chinese travel trade and upcoming delegations signify optimism for long-term growth.
Despite challenges in the recovery process, there is still optimism among industry professionals regarding the long-term prospects of international travel. Market diversification, strategic partnerships, and the adaptation of recovery strategies are key to overcoming the fragmented nature of international travel rebound. While some destinations may take longer to recover fully, the industry’s resilience and adaptability remain central to navigating the complexities of post-pandemic travel.