The National Chair of the US Travel Association, Bill Hornbuckle, says the United States must take immediate action in curbing falling inbound international visitor numbers. Speaking in Chicago this week at the IPW 2025 conference, Hornbuckle said the opportunity available to the USA is immense.
Hornbuckle is the President & CEO of MGM International which operates hotels & casinos in 31 destinations globally, and employing 83,000 personnel.
“Each destination is different, but in every case, it’s travel that drives the opportunity,” Hornbuckle said of his portfolio. “It’s travel that fills restaurants, books hotels, moves small businesses and provides real upward mobility for working families.
“Competition is fierce. Welcoming visitors is not a courtesy; it’s a competitive advantage. That’s why I’m proud to serve as national chair of the US Government on the issue, because I believe America should lead the world in welcoming visitors, and right now, we have an amazing opportunity to do just that.”
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Hornbuckle echoed feedback shared this week in Chicago that the United States remains the “most desired destination on the planet” to visit.
“But we’re not welcoming people in the numbers that we should,” he said.
“Since 2000, we’ve lost more than 40% of our share of long-haul international travellers. That’s a long-term trend and one that we must reverse.”
Hornbuckle, who took the National Chair role with the U.S. Travel Association earlier this year, continued, saying “This decline didn’t happen overnight, and reversing it won’t happen on autopilot.”
The hospitality expert said the good new is “the opportunity in front of us is enormous”.
“The administration sees it, and they are ready to partner, but it’s going to require real urgency, coordination and ultimately real results. The next few years, the United States will host some of the most iconic global events: The Ryder Cup, America’s 250th birthday, the 2026 FIFA World Cup and the 2028 and 2034 Olympic and Paralympic Games.
“We have the potential to welcome 40 million international visitors and generate $100 billion for our economy, but only if we deliver a seamless, world-class travel experience.”
“These events are springboard moments to reintroduce America to the world and substantially increase inbound travel.”
Hornbuckle outlined a “clear, high-level plan” has been developed in response, that will: 1) fix the visa process of low-risk travellers, 2) modernise the travellers’ grant program and 3) “ensuring strong federal leadership across these global movements through sustained senior level coordination and the continued investment in Brand USA to tell the story of US destinations.”
“We’ve heard the right things from the White House. We’re hopeful that attention turns to implementation.”
“The world wants us to be here, the question is, will we do what it takes to bring them.”
“It’s time to compete and deliver, and it’s time to lead,” Hornbuckle said.
“Now is the time to assert America’s place as the world’s top destination to travel and show what leadership, hospitality and ambition looks like on a global stage,” the US travel executive concluded.
