As international travel appears to be making a comeback in the U.S., it is important to note that the recovery is not uniform across all destinations. Some areas are benefitting more than others, leading to a fragmented recovery overall. According to the U.S. Travel Association’s annual IPW conference, international travel to the U.S. is expected to reach 98% of 2019 levels this year, up from 84% in 2023. The full recovery is projected to happen next year.
Visit Florida is one of the success stories in the recovery process, with international visitation expected to surpass pre-pandemic levels this year. The Sunshine State saw a 1.7% increase in overseas arrivals in March compared to March 2019, marking the first time the state has exceeded 2019 numbers. Markets such as Germany and the U.K. have been fueling this recovery, with significant increases in visitor numbers.
Despite the positive outlook in certain states, other destinations are facing challenges in recovering international visitors. Some areas, particularly those dependent on Asian markets like China and Japan, are lagging behind in the recovery process. The excessive wait times for visas in some countries have also impacted certain destinations more than others, highlighting the need for improved visa processing procedures.
In the case of Los Angeles, the city has experienced a staggered recovery, especially in its Asia-Pacific markets. With a significant decrease in Chinese visitors in recent years, the city is now focusing on markets where air service has returned to pre-pandemic levels. This agile approach aims to capitalize on visa waiver markets and boost international visitation in the coming years.
Despite the challenges faced in the international travel recovery process, there is still optimism about the long-term prospects of certain markets. Countries like India and Canada have fully recovered and surpassed their pre-pandemic levels, showcasing the resilience of these markets. Additionally, efforts to strengthen partnerships with the Chinese travel trade signal a commitment to rebuilding relationships for future growth.
The state of international travel recovery in the U.S. is a mix of success stories and ongoing challenges. While some destinations are experiencing a rebound in international visitation, others are still struggling to recover from the impact of the pandemic. By adapting strategies to focus on key markets with improved air service and visa processing, destinations can position themselves for a more sustainable recovery in the years to come.