# US sets bold target: 100 million foreign tourists by 2030

Canonical-URL: https://notitur.com/en/digest/us-100-million-tourists-2030
Text-Version: https://notitur.com/en/digest/us-100-million-tourists-2030.txt
Markdown-Version: https://notitur.com/en/digest/us-100-million-tourists-2030.md
Language: en
Published: 2026-09-03T08:31:20.174Z
Modified: 2026-09-03T08:31:20.174Z
Author: Joan Sanz
Topics: Hotels
Summary: The White House is aiming for 100 million international visitors a year by 2030. I see a real chance for the travel industry to shape the strategy.

## Article

The travel industry is leaving the White House with a big, round number: **100 million international visitors a year by 2030**. As [Hospitality Net reports](https://www.hospitalitynet.org/news/4134211/travel-ceos-leave-white-house-with-a-2030-target-100-million-international-visitors), the meeting with President Trump allowed U.S. Travel, led by Geoff Freeman, to put numbers to the ambition: **$81 billion in additional spending** and more than 400,000 jobs.

Behind the photo op lies an implicit admission: the US has been losing market share in inbound tourism for years. Competitors like Canada and several European economies have bitten into its lead on visas, security, and promotion. Freeman himself framed it as a moment to step up before others take the spot for good.

My take: having a numeric goal is fine, but what really matters is the how. Cutting visa wait times, expanding the visa waiver program, and pushing lesser-known destinations will make the difference. If the industry coordinates with the government on those fronts, 100 million is more than a slogan. If not, it's just another pretty headline that fizzles out.

## Sources

- Hospitality Net: https://www.hospitalitynet.org/news/4134211/travel-ceos-leave-white-house-with-a-2030-target-100-million-international-visitors

## Citation

US sets bold target: 100 million foreign tourists by 2030. Notitur. 2026-09-03. https://notitur.com/en/digest/us-100-million-tourists-2030