Presidents from Brand USA, the US Travel Association and Choose Chicago, joined the Mayor of Chicago and a Board executive of the Chicago Cubs to welcome some 500 media delegates from around the globe to this year’s IPW at an event at Wrigley Field in the city’s north on Sunday morning.
About 5,000 delegates, 1,800 international buyers and media representatives from 64 countries are attending IPW Chicago this year, which officially kicks off tomorrow at the McCormick Place Convention Center.
Chicago Mayor, Brandon Johnson said, “There’s no better place to host a show like this, anywhere in the world, particularly the city of Chicago because we have been named the best big city in the US by the readers of Conde Nast Traveler for eight consecutive years.”
Comprised of 77 dynamic neighbourhoods, “the diversity of our city is the soul of America,” he said.
“Chicago truly is one of a kind. We’re home to a dynamic skyline, historic architecture, there’s also natural beauty in our lakefront, 20% of the world’s fresh water is right in our front yard.”
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“We are a community where immigrants from around the world, and families like mine that came up during the Great Migration that have found refuge in this city. You can immerse yourself in the global cultures, whether its Chinatown, Pilsen, Humboldt Park, or you can experience the inclusivity that we are very proud of. “
Johnson very briefly touched on the state of the nation under the current leadership, noting:
“There’s so much to highlight, particularly at a time in where our nation is under an enormous amount of pressure, and the attempts to divide us have been immense.”
“But looking out in the stands today, knowing that black, brown, white, Asian, young, old, the multicultural, intergenerational presence that will be here today, it gives me hope. Not just for our democracy but for humanity across the globe.”
Despite a drop in the number of US inbound arrivals in the first quarter of 2025, Geoff Freeman, President and CEO of the U.S. Travel
Association, said the the country expects to welcome 11 million more visitors compare to 2024, and that tourism will inject US$26 billion back into the nation in spend in future years.
Freeman used the platform to call out the importance of Brand USA, which was established under the Travel Promotion Act in 2010, under former US President Barack Obama. It was reported in late April, five board members of Brand USA were sensationally let go by the White House, including Chair Elliott Ferguson, CEO of Destination DC.
“We have a lot of partners that help us succeed,” Freeman said, “and no one is more important to us when it comes to partnerships than Brand USA. An organisation that we have worked closely with for 15 years now to help promote the United States around the world.”
Fred Dixon, President and CEO of Brand USA – who will tomorrow morning front the official opening of IPW 2025 – lauded the gathered media for their storytelling to captivate respective audiences from around the world to want to travel to the United States.”The narratives that you tell, that we tell together, and the inspiration that we provide to travellers around the world… we recognise that meaningful stories create meaningful journeys. Through your work, you bring the United States and great cities like Chicago, to life by helping travellers around the world discover the richness of the American experience and just how unique it is.”
Dixon also reiterated the importance of inbound tourism for a number of significant milestone events centred around historic anniversaries, cultural commemorations and major global events over the next 10 years.
As Dixon’s predecessor at Brand USA, Chris Thompson highlighted at last year’s IPW, those events include the 100th anniversary of Route 66, the 2026 FIFA World Cup and the Los Angeles Olympic Games in 2028.
“It’s great to be here in Chicago as we look ahead and particularly to the Route 66 Centennial, the Mother Road, which connects so many of our Great American experiences.”
“These moments are more demand generators for international inbound, and we’re excited to get on with them,” Dixon added.
Wrigley Field itself was built in 1914 in just 9 weeks, at the cost of US$250,000. At the time, the team were know as the Chicago Federals, Tom Ricketts, Executive Chairman of the baseball team told media today. Compare that figure to the US$900 million spent on “fixing up the ballpark” in recent times.
Ricketts said Wrigley Stadium is one of the most iconic buildings in Chicago and one of the largest tourist attractions in the Mid-West, rated by CNN a few years ago as one of the Happiest Places on Earth, and welcoming 3 million fans annually.
Since the renovation and modernisation of the field, and the investment in the surrounding neighbourhood to host community events and concerts, “we’re trying to make this the town square of the City of Chicago,” he explained.
Five weeks into the role, Kristen Reynolds, President and CEO of Choose Chicago, welcomed media, saying the city “is not just endless things to see and do and beautiful weather and iconic stadiums, but a warm family environment.”
“Chicago is a city that is never done, and it’s never out done.”
Lead image pictured at Wrigley Field in Chicago on Sunday morning from left are: Fred Dixon, Brand USA; Geoff Freeman, US Travel Association; Kristen Reynolds, Choose Chicago; Tom Ricketts, Chicago Cubs and Brandon Johnson, Chicago Mayor.
LATTE is reporting from Chicago courtesy of IPW.
