What you need to know

International travel to the U.S. is stronger than the headlines suggest. Here’s what you need to know.

• 68 million. International visitors to the United States in 2025, America remains one of the top international destinations.
• 15 million. American jobs that depend on international travel. When you welcome a visitor, you are supporting workers in hotels, restaurants, transportation and communities across the country.
• $17 billion+. What international visitors spend in the U.S. each year. Their visits power local economies and small businesses in every region of the country.If approved, travel with a valid visa.
• The overwhelming majority. Of international visitors who came to the U.S. last year report feeling welcomed and enjoying their trip.
• 2026. The FIFA World Cup kicks off in the U.S. this summer, launching a decade of major international events on American soil. The platform for welcoming the world has never been larger or more visible.

What to say

To feel confident in their visit, travelers need to feel welcome. The keys and sample language below are designed for your everyday conversations, to be used across channels and adapted for your brand voice.

Four Keys to Extending a Warm Welcome Before and After Arrival:

1. Make it personal and authentic to your brand

Speak in your own voice, not a script. Mention details specific to your destination, your brand or the traveler’s interests. A personal note always lands better than a template.

2. Share why America embraces international visitors

Lead with warmth: Americans love hearing visitors’ stories and where they call home, and they’re proud to show off their country. Remind travelers that their presence benefits local communities in ways most Americans feel personally. And help them see that the U.S. has always been shaped by newcomers, so their visit fits that tradition.

3. Build confidence in their decision

Pair your welcome with practical information about entry, arrival and what to expect. Confidence grows from clarity. The more prepared a traveler feels, the more excited they become.

4. Extend a welcome upon arrival

Coordinate with airline and airport partners, hotels, your local DMO and others to create touchpoints that reinforce your welcome from the moment travelers step off the plane.

1. Make it personal and authentic to your brand

Speak in your own voice, not a script. Mention details specific to your destination, your brand or the traveler’s interests. A personal note always lands better than a template.

2. Share why America embraces international visitors

Lead with warmth: Americans love hearing visitors’ stories and where they call home, and they’re proud to show off their country. Remind travelers that their presence benefits local communities in ways most Americans feel personally. And help them see that the U.S. has always been shaped by newcomers, so their visit fits that tradition.

3. Build confidence in their decision

Pair your welcome with practical information about entry, arrival and what to expect. Confidence grows from clarity. The more prepared a traveler feels, the more excited they become.

4. Extend a welcome upon arrival

Coordinate with airline and airport partners, hotels, your local DMO and others to create touchpoints that reinforce your welcome from the moment travelers step off the plane.

Co-invest in the arrival experience. Destinations with strong CBP relationships can go further than messaging: they can help shape the physical arrival experience. For example, industry organizations have partnered with local airports to bring artwork and cultural installations into the CBP arrival space, creating a “welcome to our city” moment before travelers even collect their luggage. See Build A Relationship With CBP for more on how to start this conversation.