Travel Executives Urge Trump Administration to Target 100 Million Annual Visitors by 2030

Leaders from Hilton, Marriott, American Airlines, Booking Holdings and the U.S. Travel Association gathered at the White House on Wednesday to propose a national target of just over 100 million inbound visitors annually by 2030. The plan would require a 46% increase over 2025 arrivals and would be about 25% higher than the country’s pre-pandemic record.

The figure was chosen to push the United States past France as the most-visited country in the world. Attaining that status would mark a comeback after four consecutive months of declining international travel to the U.S.

The meeting occurred immediately after the 2026 World Cup, which was hosted by 11 American cities and five markets in Canada and Mexico. While the tournament served as a showcase, it did not reverse the downturn; overseas visitation in June and July remained below the same months a year earlier.

Still, the Trump administration and travel executives characterized the World Cup as a success for highlighting streamlined entry processes at U.S. borders. They now want to build on that exposure as they press the White House to set the 100 million-visitor goal.