Top executives in the U.S. hospitality industry are urging the government to take action to increase international tourism, which continues to lag in key markets. Geoff Ballotti, president and CEO of Wyndham Hotels & Resorts, highlighted the issue of visa wait times, which can be as long as 250 days in some countries. He emphasized the need for a more competitive approach to attract international visitors and cited comments from a State Department official at a recent Skift Global Forum, acknowledging the need for improvements in attracting inbound visitors.
The State Department has made efforts to decrease visa wait times, with Deputy Secretary of State Richard Verma noting that they have been reduced from 400 days to 250 days. However, there is still much work to be done in countries like Mexico, Brazil, Colombia, and India. The demand for travel to the U.S. and security concerns impact these wait times, affecting the flow of international visitors. Executives at the Lodging Conference advocated for expanding the visa waiver program to allow more countries visa-free travel to the U.S.
Suggestions were made to improve marketing efforts, following the examples of countries like India and Spain in leveraging popular culture to showcase U.S. destinations. The industry has seen a softness in Asian visitors, particularly from China and Japan, which has impacted West Coast markets and Hawaii. Executives stressed the importance of planning ahead for major events like the World Cup and Olympics as opportunities to showcase the U.S. as a prime tourist destination and make tourism as seamless as possible.
The executives also highlighted the benefits major events can bring to all types of hotels, including those not typically frequented by international tourists. Julie Arrowsmith, president & CEO of Motel 6 & Studio 6, noted that events like the World Cup and Olympics can bring in technicians and back-of-the-house event managers that fill their hotels. The performance of hotels and short-term rental sector stocks within the ST200 index has been monitored to track the financial success of the accommodations sector. The index includes publicly traded companies across global markets, including international and regional hotel brands, hotel REITs, hotel management companies, alternative accommodations, and timeshares.
Overall, industry leaders are pushing for government action to address issues like visa wait times and marketing strategies to attract more international visitors to the U.S. By expanding the visa waiver program, improving promotional efforts, and preparing for major events, they hope to revitalize international tourism and boost the economy. With a competitive approach and strategic planning, the hospitality industry aims to capitalize on opportunities to showcase the U.S. as a top tourist destination and increase visitor numbers from key markets.
