This year’s IPW — the annual networking event which brings US travel exhibitors together with buyers and journalists — outlined the latest trends in the US travel market, with preparations for the US’s 250th anniversary in 2026 underway.  Sustainable travel, ‘moment tourism’, luxury and sports tourism were all on the agenda. 

The event, which took place from 3-7 May, provided a comprehensive overview of the US tourism scene and welcomed almost 6,000 visitors from across the industry to Los Angeles, including our very own Farida Zeynalova, associate editor of Food by National Geographic Traveller (UK) and editor of Travel Leaders Network’s US publication, Postcards. 

Farida engaged in one-on-one meetings, attended insightful conferences and participated in vibrant social events — all to gain further insight into the sector’s scope and depth. 

Key insights 

• Proposed plans for the US’s 250th anniversary in 2026 promise to be grand, reflecting the rich history and cultural heritage of the country. Massachusetts was one of a handful of states that announced its plans by launching its MA 250 campaign, which will see the state host special exhibitions, tours and trails over the next three years.  

• Further information was provided in preparation for the Fifa World Cup 2026, which the nation is gearing up to host alongside Canada and Mexico. These initiatives underscored the dynamic and forward-thinking nature of US tourism. The World Cup, along with Copa América this year and the 2028 Summer Olympics, is forecast to attract millions of tourists to the US.  

• Figures saw a significant increase in appetite to travel to- and within the US, with leaders predicting 2025 will follow the sequence of 2019 visitor levels across markets including British, Italian, Brazilian and French. Host city Los Angeles announced a remarkable 97% recovery in visitor numbers in 2023 compared to pre-pandemic levels in 2019.   

• Brand USA also announced its most recent travel trends, which included:  

• Sustainable travel: more visitors are seeking out authentic experiences that are environmentally friendly. 

• ‘Moment tourism’: where travellers live in a moment by attending a particular concert, sports event or festival. 

• Sports travel: how the upcoming Copa América, Fifa World Cup 2026 and Summer Olympics are predicted to boost travel to and within the US. 

• Luxury travel: almost half (48%) of UK travellers have increased their travel budgets compared to pre-pandemic times.  

Farida commented: “My time at IPW 2024 proved invaluable, enhancing my understanding of the latest trends and developments in the tourism sector. The event highlighted the importance of such gatherings in fostering connections and exchanging ideas that drive the industry forward.” 

IPW 2025 will be hosted in Chicago, Illinois from June 14-18. 

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