The US Travel Association hosted IPW 2025 at McCormick Place in Chicago, celebrating a successful return to the Windy City for the nation’s flagship international travel trade event. As the foremost platform for promoting inbound travel to the United States, IPW connects global buyers with American destinations, travel products, and experiences, driving future visitation and fostering strong business partnerships across the industry.
Held from June 14 to 18, the five-day event brought together more than 5,000 attendees from 64 countries, including over 1,800 international buyers and media, for a dynamic week of strategic business appointments, immersive cultural experiences, and global networking.
The event began with the much-anticipated IPW Press Brunch, hosted at the legendary Wrigley Field, home of the Chicago Cubs. Set against the thrilling backdrop of a live Cubs vs Pittsburgh Pirates game, the atmosphere was electric and undeniably Chicago.
Later that evening, delegates were treated to a showstopping opening night at the Field Museum, where they were greeted by Máximo the Titanosaur, the largest dinosaur ever to walk the earth. The museum was reimagined into a vibrant celebration of Chicago’s rich culture, blending immersive soundscapes, contemporary art installations, and local culinary delights, setting the stage for a week that celebrated the best of American hospitality with a truly global outlook.
A Catalyst for the US Tourism Growth
Geoff Freeman, President and CEO, US Travel Association, emphasised the tangible economic power of IPW. He shared, “With all the bookings that will take place in future travel, IPW 2025 is projected to bring over 11 million new visitors to the United States, resulting in approximately $26 billion in spending over the next three years. That impact translates into 63,000 American jobs and $3.3 billion in tax revenue; this is the real outcome of what happens here.”
Freeman also addressed the need to elevate the US travel experience to stay competitive globally. The total direct spending value of the travel industry in the United States is $1.3 trillion annually, with nearly $200 billion of that amount coming from international visitors. Yet over the last decade, the US has lost global market share. To regain, it must offer a more seamless and welcoming experience for today’s international travellers.
This year’s IPW placed a spotlight on initiatives to grow lawful visitation to the US, backed by new data from US Travel and Rockport Analytics. The figures are compelling: IPW 2025 is projected to generate 10.9 million new visitors over the next three years, resulting in $26.1 billion in travel spend, supporting 63,000 American jobs annually, and generating $3.3 billion in tax revenue.
Over the course of three days, more than 100,000 pre-scheduled business appointments connected US destinations and travel brands with international tour operators and media, providing a platform to promote everything from well-known landmarks to lesser-known local treasures.
Spotlight on Chicago
As the host city, Chicago shone throughout the week. Choose Chicago, the city’s tourism arm, curated vibrant off-site events that showcased the city’s rich cultural offerings and urban flair. From art-filled receptions to live music, delegates experienced the many facets that make Chicago a world-class destination.
“Congratulations to the US Travel Association on a spectacular IPW 2025. It has been an honour to partner with the US Travel team to deliver a seamless, world-class event that showcases both Chicago and the US. We are proud to have welcomed the world to our city that is never done and never outdone, and look forward to building on IPW’s success to drive future visitation to Chicago,” said Kristen Reynolds, President and CEO, Choose Chicago.
Brand USA launches ‘America the Beautiful’ Campaign to Reignite Global Travel
Brand USA unveiled its bold new global tourism campaign, America the Beautiful, designed to reignite international travel to the United States by highlighting its emotional appeal, diversity, and cultural richness. Launching in August 2025, the campaign serves both as an invitation and a celebration of the U.S. experience.
Fred Dixon, president and CEO of Brand USA, said, “As we set our sights on 2026 and beyond, we are proud to announce America the Beautiful, a bold and unprecedented global tourism campaign. There has never been a better time to explore the beauty and energy of the USA, which continues to be the world’s most aspirational long-haul travel destination. With this campaign, we’re sending a clear message: the USA is open for business and ready to welcome legitimate international travellers. We are confident this effort will spark renewed interest and deepen connections with audiences around the world.”
Featuring a scalable, storytelling-focused approach and a personalized AI-powered platform, the campaign is built for global integration. Key initiatives include The Great American Road Trip, spotlighting 250 points of interest in partnership with the U.S. Department of Transportation.
India at the Forefront
Among the international delegations, India emerged as a key growth market. With 34 travel, trade, and media professionals attending, the delegation reaffirmed India’s strong interest in the US as a long-haul destination.
Sheema Vohra, IAC Chair, India for IPW and Managing Director, Sartha Global Marketing, shared, “IPW 2025 in Chicago was a tremendous success. Our Indian delegation, comprising representatives from the travel trade and media, had a series of productive meetings. From all accounts, the feedback has been extremely positive. IPW continues to be a premier platform for connecting with US suppliers and our trade partners to refresh and expand their US offerings. The United States remains the most aspirational long-haul destination for Indian travellers. I am optimistic that we will see an even larger delegation from India next year. At IPW 2025, we had 34 participants, and many of my colleagues reported high-quality meetings and meaningful engagements. For the trade, IPW is an excellent opportunity to discover what is new across the United States, a destination that is constantly evolving. It is equally valuable for media partners, who gain insights into fresh stories and emerging trends. The US continues to be a top-tier destination for Indian outbound travel, both in aspiration and experience.”
Lake Geneva, Wisconsin, Positions Itself on the Global Tourism Map at IPW 2025
Participating for the first time at the US Travel Association’s IPW 2025 in Chicago, Lake Geneva, Wisconsin, made a strong impression as an upscale yet accessible destination for international travellers. The history of Lake Geneva is shaped by time and grandeur. It is a beautiful, spring-fed lake of 5,000 acres, surrounded by the gilded-age mansions and estates that were made famous just after the Great Chicago Fire in 1871.
Today, Lake Geneva remains a thriving destination for luxury vacations, attracting residents of Chicagoland and beyond. Its proximity to Chicago makes it an easy escape. It is also a quiet retreat for hunting and fishing.
Deanna Goodwin, Vice President, Marketing, Lake Geneva, shared, “Summer remains the most popular season for visitors, thanks to a range of water-based and historical experiences. It is a lake destination, so very popular in the summer months with water activities, boat cruises, and historical cruises. One of the standout attractions is the Geneva Lake Shore Path, a public walkway that winds through the front yards of the area’s opulent estates. This is very unique to the country, to America.” Another quirky yet iconic experience is the US Mailboat Tour, where guests can witness an old tradition in action.
Lake Geneva also boasts cultural and scientific significance. Goodwin highlighted the Yerkes Observatory, often referred to as the “birthplace of modern astrophysics.” The observatory, once operated by the University of Chicago for over a century, has recently reopened for public tours following a multimillion-dollar restoration.
When asked about the value of participating in IPW and engaging with long-haul markets such as India, Goodwin emphasised the importance of visibility and accessibility. She said, “IPW helps us build connections like the ones we are making today. We are a small destination located between two major metropolitan areas, Chicago and Milwaukee, so this platform helps put us on the map and highlights just how easy it is to access Lake Geneva.”
While acknowledging India’s growing importance in the global tourism landscape, Goodwin mentioned that India is one of the fastest-growing outbound travel markets today. While Lake Geneva is new to the Indian market, the destination sees promising opportunities for future engagement.
Explore Fairbanks Highlights Growing Interest from Indian Travellers in Alaska’s Unique Offerings
Bill Wright, Director of Tourism and Meeting Sales, Explore Fairbanks, highlighted the increasing interest from Indian travellers in Alaska’s rich and diverse experiences during a conversation at IPW 2025.
“We have seen a noticeable increase in inbound travellers from India, particularly post-pandemic. Many of them are visiting friends and family in the US and then extending their trips to Alaska,” said Wright. He also noted that Indian visitors are especially drawn to summer experiences under the midnight sun, exploring Denali National Park, wildlife, and local cultural interactions, all of which showcase Alaska’s natural and authentic way of life.
Regarding India’s importance in their international strategy, Wright emphasised, “India is quickly becoming our second-largest overseas market, just behind Europe and Australia. It is a primary focus for our international travel trade and sales efforts.” Explore Fairbanks is now preparing to transition from B2B to direct B2C outreach in India, recognising the market’s rapid growth and appetite for long-haul, experiential travel.
When asked about unique experiences beyond the Northern Lights, Wright pointed to a growing demand for adventure and offbeat excursions. He explained that only about five per cent of Alaska’s visitors make it to the Arctic, and Fairbanks is the ideal jumping-off point. Visitors often take flightseeing tours above the Arctic Circle and engage with Alaska Native culture, both in the Arctic and within the Fairbanks area itself. He also highlighted the Chena Hot Springs, located just 100 km from Fairbanks, offering a blend of natural hot springs, an ice museum, and scenic wilderness, a “one-of-a-kind experience” just a short drive away.
Positioning Fairbanks as Alaska’s premier year-round destination, Wright elaborated on its three distinct travel seasons: the Midnight Sun Season (April–August), the Aurora Season (August–April), and the Winter Season (within the Aurora Season), each offering its unique appeal and activities. “Fairbanks offers Indian travellers a unique combination of natural wonder, adventure, culture, and exclusivity- a destination truly unlike any other,” Wright concluded.
Visit Mississippi to Tap into Music Heritage and Cultural Storytelling to Engage Indian Travellers
Mississippi, often referred to as the “Birthplace of America’s Music”, is leveraging its deep-rooted musical legacy to appeal to international audiences, including the growing Indian travel market. Speaking at IPW, Katie Coats, Director of Marketing and Communications, Visit Mississippi, emphasised the state’s cultural positioning and international strategy.
“We are the birthplace of the blues, and by extension, the birthplace of America’s music. This year, we are especially celebrating musical legends like Elvis Presley, who would have turned 90, and BB King, who would have turned 100. Our year-long theme focuses on this musical heritage, and it is a consistent narrative across all our international marketing efforts, including in India,” said Coats.
When asked about must-visit destinations, Coats recommended starting with Jackson, the capital city, where music, culinary traditions, arts, and history all intersect. Among attractions that resonate globally and particularly with Indian audiences, Coats mentioned the Elvis Presley Birthplace in Tupelo and the Ground Zero Blues Club in Clarksdale.
Visit Mississippi is also responding to evolving global travel trends. Speaking specifically about India, she said, “We are just entering the Indian market through Travel South USA, working collaboratively with other Southern states. We are taking a regional approach to raise visibility and are looking forward to launching in-market activations and FAM opportunities soon.”
Visit Lake Charles Presents a Blend of Cultural Fusion, Nature Trails, and Luxury for Indian Travellers
Lake Charles, Louisiana, is positioning itself as a unique destination for Indian outbound travellers seeking an authentic cultural experience blended with luxury and Southern hospitality.
Timothy Bush, Chief Marketing Officer, Visit Lake Charles, shared, “For travellers looking for experiences deeply rooted in community and culture, Lake Charles offers a compelling mix. It is a place where you can enjoy luxury with a casual, down-home feel, a bit like a little black dress with flip-flops.”
Highlighting its Creole and Cajun heritage, Bush emphasised Lake Charles’ appeal through food, festivals, and outdoor activities. Signature events, such as the Food and Wine Festival and the Rum Revival Grand Tasting, attract visitors throughout the year. At the same time, cultural staples like local museums and lakefront developments offer immersive experiences.
Recognising India as a fast-growing market, Visit Lake Charles has already begun engaging with Indian travellers through familiarisation trips and influencer collaborations. “We hosted Indian influencers during Mardi Gras and welcomed writers like Varsha recently. It is part of our larger effort to understand and prepare for Indian visitors. We know we may not be the first stop in the US for many, but we want to be on the itinerary,” Bush said.
Bush explained that Lake Charles is strategically located just three hours from New Orleans and is often likened to the Vegas of the South – upscale yet approachable, making it perfect for families and explorers alike, and an ideal addition to Southern US travel circuits. With growing interest from India and a rich portfolio of authentic experiences, Lake Charles aims to become a must-visit for Indian travellers seeking more than the ordinary.
IPW Through the Eyes of Indian Delegates
Manvendra Singh, Assistant Vice President, Dream Set Go
Right now, our core focus at Dream Set Go is on building an entire portfolio that blends holidays with sporting experiences. Whether it’s spectator sports or participatory ones, the opportunities in the U.S. are just immense. What excites me the most is how open and enthusiastic everyone is about the concept we’re working on. The destinations and experiences on offer are simply incredible, after all, sports is such a huge part of American culture.
From NASCAR driving to the Kentucky Derby, MLB games, and behind-the-scenes stadium tours, there’s so much available from a destination standpoint. While Indian travellers are already heading to the U.S., we are now considering introducing certain sports, like MLB, which may not be as familiar in India, as culturally immersive experiences. Many of us have grown up seeing baseball games, hot dogs, and beer in Hollywood films; it’s iconic. We want to bring that into the experiential fold. For niche luxury travellers, events like the Kentucky Derby are ideal, and then, of course, there’s the NBA, another fantastic offering.
Joseph D’silva, General Manager, SOTC Travel
IPW has always been a great platform for building new connections. This was my seventh time attending, and each year, there’s something fresh to discover. What I really appreciate about the U.S. is that it’s not just about the big, well-known cities; there’s so much more beyond that. I love how there’s always more to explore in depth, with new regions constantly emerging.
For the Indian market, I strongly believe in offering more experiential and niche products for the U.S., beyond the typical itineraries. Experiential travel has become incredibly popular, and today’s travellers are looking for experiences aligned with their personal interests, especially nature and adventure. That’s why we’re focusing more on promoting national park holidays and activity-based itineraries like kayaking and outdoor adventures.
Cities like Chicago, for instance, offer a completely different and enriching experience that hasn’t yet been fully tapped in the Indian market. I believe Chicago has immense potential and can definitely be promoted in a much bigger way.
Sufail Husain, Co-Founder of JourneyLabel
This was my third IPW, after attending previous editions in Orlando and Los Angeles, For JourneyLabel, IPW is one of the important events we attend throughout the year. It provides an opportunity to explore new and emerging destinations within the USA territory. This is crucial for our business as it allows us to continually refresh and expand the options we offer our guests, ensuring we can provide unique and memorable travel experiences.
This year in Chicago has been especially exciting and productive. We’ve invested significant time and resources into uncovering unique, enriching experiences that we believe our guests will absolutely love. IPW Chicago provided us with inspiring ideas and meaningful insights, and we’re already integrating many of them into our upcoming plans. We are committed to continually growing and evolving, ensuring we always provide the most unforgettable experiences for you.
Monia Kapoor, Proprietor, Travel O Holidays
IPW is a crucial event for the global travel industry. As America’s premier inbound travel trade show, it offers an unmatched platform to connect international buyers with destinations across the United States. This year’s edition in Chicago was particularly vibrant and inspiring. The city did a fantastic job of showcasing its global appeal, and it was wonderful to meet with so many U.S. states eager to engage with the Indian travel market. What stood out was the growing interest among Indian travellers in discovering lesser-known U.S. destinations and investing more in unique experiences and luxury stays.
I’m returning with a refreshed perspective and an exciting list of remarkable new products to offer our clients. There is so much potential ahead!
Ashmi Dharia – Founder – Gypsy Soul Holidays
This was my very first IPW experience, and it was both a strategic and inspiring experience. The event offered unparalleled access to a diverse array of U.S. travel partners, from destinations and DMCs to boutique hotels and off-the-beaten-path attractions, all in one place. It is a rare opportunity to explore fresh offerings, cultivate meaningful relationships, and design bespoke itineraries that reflect the evolving interests of our travellers. I came away not just with great connections but with genuine inspiration for how we can elevate and reimagine the experiences we design for our clients.
The quality of meetings was exceptional, with U.S. suppliers demonstrating a refreshing openness and eagerness to collaborate. Every conversation felt purposeful, centered on fostering lasting partnerships. Chicago proved to be an outstanding host city, brimming with energy, culture, and character, which truly enhanced the overall experience. Everything was so well organised that we could fully focus on connecting, learning, and making the most of every moment.
Sajjan Kumar Gupta, Travel Curator, Vayu Seva
Attending IPW 2025 in the U.S. was truly an eye-opening experience. From engaging in over 50 impactful meetings with tourism partners to witnessing how the U.S. is thoughtfully curating immersive travel experiences for Indian travellers, the energy throughout was simply incredible.
One unforgettable personal highlight was riding a Harley-Davidson along the legendary Route 66. It was a dream road trip that perfectly captured the adventurous spirit of America.
The U.S. travel landscape is clearly evolving, with a growing emphasis on culture, wellness, and exploring second-city destinations. We are now more inspired than ever to design unique itineraries and group journeys that reflect this exciting new America.
IPW wasn’t just a trade show; it was a powerful platform to build global bridges and craft unforgettable travel stories.
Rajesh Kakade, Founder and Director, Red Carpet Travels
It has been over five years since I started attending IPW, and each edition brings its own shades and colours. IPW is like a booster for my business. Red Carpet Travels, which has a strong hold on USA destinations, gains tremendous value by attending.
As one of the most influential international travel trade shows, IPW connects us with top global buyers, especially from emerging markets like India. With 40+ pre-scheduled meetings, it’s a powerful platform to present curated U.S. experiences, build alliances, and generate quality leads. It enhances our brand visibility among CVBs, hotels, and attractions, while providing insights into global trends to help us create culturally attuned itineraries.
This year’s IPW meetings were dynamic, impactful, and above all, purpose-driven. Every meeting was well-curated and filled with opportunity. It reminded us why in-person trade shows are irreplaceable, the energy, spontaneity, and relationship-building. We return from IPW 2025 with renewed confidence, strong leads, and exciting plans for the future.
