Strategic Priorities in Action 2

Travel is Essential — and We'er Ensuring the Mssage Lands

Through advocacy, research and media engagement, U.S. Travel is amplified how travel powers the economy, creates opportunity and connects people.

Highlights:

• Launching our Travel Is Essential campaign, backed with research and message testing.
• Sharing travel’s economic impact through a national media tour and sustained coverage across major outlets.
• Engaging policymakers through 15+ Travel Works events, 90+ Hill meetings and record fundraising for TravelPAC.
• Protecting Brand USA funding through bipartisan advocacy and a grassroots campaign.

Fixing The Travel Experience — From Point A to Point B

We’re driving federal action to modernize travel infrastructure, streamline security and improve the journey for every traveler.

Highlights:

• Releasing the Commission on Seamless and Secure Travel Report, driving early wins including the reversal of the TSA “shoes-off” policy and funding for travel modernization.
• Helping to establish a White House Task Force for the 2026 World Cup and launching the America Sports and Travel Mega Event Coalition.
• Testifying before Congress on smarter screening, air traffic control reform and visa modernization.
• Partnering with the Department of Transportation on The Great American Road Trip, creating hundreds of opportunities to spotlight members and showcase the power of travel nationwide.

Empowering Members With Tools That Drive Business

Our members are at the heart of everything we do. U.S. Travel is delivering more ways for members to connect, learn and grow through new networks, resources and events.

Highlights:

• Introducing three new member networks—Group, International Inbound and Travel Communicators—to align priorities and drive business success.
• Expanding research access through the monthly State of Travel report and a refreshed data newsletter.
• Elevating signature events like IPW, ESTO and Summer Summit with new formats that encourage collaboration and peer learning.
• Launching Destination Exchange, a CEO-level forum for DMO and state tourism leaders to address shared challenges.

Building a Stronger Association for the Road Ahead

U.S. Travel is investing in people, systems and strategies to strengthen our foundation and enhance member value.

Highlights:

• Convening the Association Travel Leaders Coalition to unite industry voices in Washington.
• Rolling out a new membership model that better aligns investment with impact.
• Welcoming new team members and a redesigned office space built for collaboration.
• Investing in technology and data tools to improve member experience, sharpen strategy and track results.