2026 Strategic Priorities

The travel industry is operating in a more complex and unforgiving environment than we’ve seen in decades. We sharpened our 2026 Strategic Priorities with that reality in mind. These priorities provide a clear framework for who we are, what we fight for and how we deliver results this year.

Identity: Elevate Travel’s Stature
Proactively shaping how travel is understood in America and around the world. In a moment when confidence and clarity matter, we are picking up the baton—driving the narrative with policymakers, global partners and the public so travel’s impact is considered before decisions are made, not after damage is done.

Advocacy: Advance Policies That Enable Growth
Reducing friction and preventing damage means advancing pro-growth policies that strengthen international inbound travel, stopping actions that deter visitors and building a coalition of administration and Congressional champions who will fight for travel as an economic priority. At the same time, we’re pushing to modernize infrastructure, security and regulation so our travel system can compete and perform at a global level.

Value: Strengthen Member Return on Investment
Delivering actionable intelligence, meaningful connections and programs that help members navigate change and grow—through timely data, high-impact convenings and a more personalized, modern member experience.

Performance: Build a Future-Ready Association
Operating as a disciplined, high-performing association—modernizing systems, focusing resources where they deliver impact and building a resilient team able to execute at scale.

2026 PRIORITIES