If you’ve been reading the headlines lately, you might think the U.S. travel industry is under siege:

● “US to miss out on billions as Trump’s policies deter overseas tourists” (The Guardian)

● “Trade war and leery travelers have airlines trimming flights” (AP)

● “House proposes killing all tourism development councils in Florida” (Florida Politics)

Then came the news late last week in Skift that five Brand USA board members, including the Chair, were abruptly fired by the White House.

It caught the industry’s full attention and at first glance, it was more bad news for the U.S. tourism industry. Maybe even an attack.

But step back a bit, and you may see something else:

President Trump and his administration are engaging directly with Brand USA – not ignoring it.

Yes, the Administration is making significant changes and presumably placing new leaders who share the President’s vision onto the Brand USA Board of Directors. But DOGE didn’t show up at their doors with spreadsheets and hatchets, and Congress didn’t threaten to repeal the Travel Promotion Act.

This surprise engagement from the Administration is a wake-up call – and a massive opportunity. Tourism is finally on the radar at the very top.

Clearly, the Trump administration understands that travel isn’t just about vacations, it’s about jobs, the economy and America’s standing in the world.

Travel and tourism are our #1 service export, generating over $225 billion a year.
Travel and tourism represent the single biggest product that America exports – larger than vehicles, minerals, or aircraft.
Tourism supports 15 million American jobs.
Travel drives small businesses, rural economies, and urban innovation in red states and blue states alike.

Yes, the U.S. travel industry is facing real challenges, from stricter immigration policies chilling demand, to a strong dollar making U.S. vacations more expensive, to political rhetoric shifting global perceptions of America, all contributing to a measurable decline in international arrivals. And it’s time to address these challenges head-on.

Here’s what we should do today:

✅ Invite President Trump to IPW in Chicago next month to welcome the international travel trade and media to America and to share his vision for the US travel industry.

✅ Ask the President to challenge Brand USA with a bold new national goal: Welcome 100 million international visitors by 2028.

Sound crazy?

In 2011, after the Great Recession, Florida’s tourism was stuck in a rut and Governor Rick Scott challenged VISIT FLORIDA to reach 100 million visitors. The State invested, industry leaders got serious and together we blew past that goal in just four years. Today, Florida welcomes over 142.9 million visitors annually.

There’s no reason Brand USA, with the full support of the Administration and the travel industry, can’t take on that kind of challenge and make it happen.

The timing couldn’t be better.

With America 250 kicking off next month and the World Cup and Olympics soon putting the global spotlight on the United States, we have a once-in-a-generation opportunity to welcome the world and drive new demand that will fuel American tourism for years to come.

Every state from New York to Texas to California to Montana wins when international travel thrives.

Brand USA has the platform, the people, the partners, and the expertise to align with the Administration’s priorities, rally the industry, and help grow U.S. international tourism to historic levels.

We’re not under attack – we’re just getting started.