The US is continuing to lose share of international travel, despite rising visitor numbers and efforts to convince the Trump administration of the sector’s importance to the country’s economy.
Speaking at the annual IPW travel convention in Anaheim, California, US Travel Association president and chief executive Roger Dow said the latest arrival figures from the US Department of Commerce showed global visitor numbers to the US grew by 3.5% in 2018, reaching almost 80 million compared with nearly 77 million in 2017.
“That might sound very good, but global travel last year grew by 7%,” said Dow. “This means the US is still falling behind the competition to attract international visitors. And it means we’ve got a lot of work to do.”
The US’s share of the global travel market dropped from 13.7% in 2015 to just 11.7% in 2018, which Dow said represented “a huge number of visitors and tens of thousands of jobs”.
“That’s why we need Brand USA reauthorised this year,” he said, referring to the fact the marketing organisation needs reapproval every five years and is currently only authorised until 2020.


