At the U.S. Travel Association's IPW conference, taking
place this week in Chicago, the team at Brand USA had its eyes firmly set on
the future.
Brand USA’s President and CEO, Fred Dixon, is bullish about
the next decade (even as inbound arrivals have dipped 0.8% so far this year,
over 2024), thanks in large part to a roster of new attractions and milestone
events that he believes will lure international visitors – and their tourism
dollars – to the U.S.
“With an unprecedented lineup of global events, new
attractions, and authentic experiences across the country, the next few years
will be unlike anything we’ve seen before,” said Dixon, addressing domestic and
international media attendees at IPW. “The story of what’s new across the USA
is a powerful one. To build on that momentum, we must continue to inspire
travelers in ways that resonate deeply.”
Here’s what travelers to the U.S. can look forward to in the
coming years.
Upgrades to Transportation
The airport experience is getting an upgrade at several U.S.
hubs.
On the West Coast, Los Angeles International Airport’s
ongoing modernization program includes a newly opened LAX/Metro Transit Center;
in early 2026, passengers will be able to travel directly to the airport via
rail on an automated people-mover. The project also includes enhancements to
existing terminals and roadways. Burbank and Sacramento’s airports are also
amid major terminal projects.
On the East Coast, Tampa International Airport is working on
"Airside D," representing its first airside terminal in nearly 20
years. New York's John F. Kennedy International Airport is adding new gates (in
Terminals 1 and 6); Washington Dulles is building a new Concourse E; and North
Carolina's Asheville Regional Airport is expanding its facilities with a $400
million renovation.
In the Midwest, Chicago’s O’Hare International Airport will
modernize its offerings with “O’Hare 21,” including an expanded Terminal 5, new
satellite concourses and a new Global Terminal.
And finally, in the South, Houston's George Bush
Intercontinental Airport and Austin-Bergstrom are expanding international
connectivity while working to upgrade terminals.
Meanwhile, 44 new nonstop routes from 26 countries on
various airlines add international lift into the U.S. to the tune of more than
1.6 million seats.
Notable routes include Paris to Orlando (via Air France);
Dublin to National (via Aer Lingus); Tokyo to Houston (via ZIPAIR); Panama City
to San Diego (via Copa Airlines); Seoul to Salt Lake City (via Delta Air
Lines); Adelaide to San Francisco (via United Airlines); and Rome to Seattle
(via Alaska Airlines).
Anniversary Celebrations and Commemorations
America turns 250 next year, and the country’s
semiquincentennial celebration includes special events across the country,
including America Innovates (a traveling expo showcasing the country's most
significant technological advancements and innovations); America Waves, which
invites Americans to wave flags in their communities; a nationwide time capsule
involving all states and territories (to be buried in Philadelphia on July 4,
2026); and a national celebration in Washington, D.C., along with parades across
the states.
Route 66, also known as “the Mother Road,” is also
celebrating a big birthday in 2026; for the past 100 years, it’s become
representative of the Great American Road Trip, spanning eight U.S. states and
stretching from Chicago, Illinois, to Santa Monica, California. Special events
to commemorate the centennial will take place along the route throughout the
year.
Other iconic attractions celebrating anniversaries include
Dollywood (celebrating its 40th Anniversary) and the Grand Ole Opry, which is
turning 100. Mount Rushmore is also celebrating its 100th Anniversary.
Milestone Events
The U.S. will be the backdrop of several major events and
sports tournaments over the coming years that are set to draw international
visitors, including:
- The 2026 FIFA World Cup, which will be the
largest iteration in history. Games will occur in 11 cities, with additional
U.S. destinations serving as host base and training camps. (Brand USA's trade
website includes 50 pre-planned itineraries highlighting the base camps and
host cities).
- The Ryder Cup will take place in New York in
Fall 2025.
- Super Bowl 60 will take place in California in
February 2026.
- The World Baseball Classic will visit Houston,
Miami and San Juan, Puerto Rico, next March.
- The Rugby World Cup will occur in as many as 25
U.S. cities, with the Men's Tournament (2031) and the Women's Tournament
(2033).
- The Olympic and Paralympic Games will be hosted
in U.S. Cities, including Los Angeles (for the Summer Games in 2028) and Salt
Lake City (for the Winter Games in 2034).
Increased Rail Service
Travelers looking to see the U.S. by rail will now have a
new U.S. route via the rebranded "Canyon Spirit," which opens in 2026
from Rocky Mountaineer. Canyon Spirit's "Rockies to the Red Rocks"
route will operate between Denver, Colorado and Moab, Utah (with a stop in
Glenwood Springs, Colorado) and will also offer clients the opportunity to
incorporate Salt Lake City or Las Vegas.
Meanwhile, Amtrak plans to launch its Mardi Gras service
twice daily between New Orleans and Mobile, Alabama.
New Theme Parks and Rides
On the theme park front, Epic Universe is celebrating its
inaugural year at Universal Orlando Resort after opening in May 2025 as the
first park to open in the city in 25 years.
And next year, Universal Studios Hollywood is unveiling the
Fast & Furious: Hollywood Drift roller coaster. A new Mattel Adventure Park
location is also opening next year in Kansas City, Kansas. 2026 also serves as
Disneyland's 70th Anniversary.
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