IPW (International Pow Wow): The Most Important Annual Event of the U.S. Travel Association, Serving as a Key Platform for U.S. Travel Suppliers to Connect with International Buyers and Media Representatives. This event is not just a simple trade show but also a place that shapes trends, builds cooperative relationships, and promotes the development of the global tourism industry. IPW 2025, held in the beautiful city of Chicago from June 14th to June 18th, 2025, has once again affirmed its indispensable position in the international tourism landscape.
IPW 2025 took place at the McCormick Place Convention Center in Chicago, attracting the participation of over 6,000 delegates from more than 70 countries around the world. This event brought together U.S. travel suppliers, including tourist destinations, hotels, transportation companies, entertainment companies, and many other types of services. They had the opportunity to meet and work directly with international buyers, who are tour operators, travel agents, and tour organizers from all over the world. In addition, the event also saw the participation of a large number of international journalists and media representatives, who play an important role in promoting U.S. tourism to the global market.
One of the strong messages conveyed at IPW 2025 was the strong comeback of the international tourism industry to the United States. Following global challenges, this event showcased impressive figures, ambitious goals, and a strong message: the United States is ready to reclaim its position as a global tourism leader. Based on data from U.S. Travel and Rockport Analytics, IPW 2025 is expected to generate an additional 10.9 million international visitors over the next three years. This influx is projected to bring in $26.1 billion in spending, support 63,000 U.S. jobs annually, and contribute $3.3 billion to the national budget through taxes.
At IPW 2025, the U.S. Travel Association also issued a strategic call to action, focusing on meeting the increasingly high expectations of modern travelers. According to Geoff Freeman, President and CEO of the U.S. Travel Association, although the United States remains a top destination, the country has lost market share in recent years. He emphasized that the total direct spending value of the travel industry in the United States is $1.3 trillion annually, and nearly $200 billion of that comes from international visitors. However, over the past decade, the U.S. has fallen behind in the global travel market. To regain market share, the U.S. needs to deliver a stronger and more seamless experience for travelers.
Key factors emphasized at IPW 2025 to improve the travel experience include seamless visa processes, improved entry experiences, and modernized airport infrastructure. The goal is to make the U.S. not just a dream destination but also an easy place to access and navigate.
Chicago, the host city of IPW 2025, took full advantage of this event to showcase its highlights to international friends. The city’s tourism agency, Choose Chicago, organized many special events to promote the cultural, culinary, and historical beauty of Chicago, thereby attracting more visitors to the city.
Looking back at history, IPW has proven to be an event with a tremendous impact on the U.S. and global tourism industry. For example, IPW 2017, held in Los Angeles, attracted over 6,000 delegates from 73 countries, conducted approximately 100,000 business appointments, resulting in over $4.7 billion in future travel revenue for the United States. This event not only created valuable business contracts but also served as a platform for industry experts to share knowledge, discuss new trends, and build long-term partnerships.
Over the years, IPW has always been a place to showcase the latest U.S. travel products and destinations. States and cities across the country have leveraged this event to promote their unique features, from majestic national parks to vibrant cities and picturesque coastlines. IPW is also where international tour operators seek new partners and develop attractive tour programs for their customers.
IPW 2025 continues to affirm its role as one of the most important events in the global tourism industry. With the broad participation of experts, suppliers, and buyers from all over the world, this event not only brings specific business opportunities but also contributes to shaping the future of tourism, aiming towards an era of sustainable and prosperous development. Chicago has excellently fulfilled its role as host, creating an ideal environment for connection and cooperation, while conveying a strong message about the readiness and potential of the U.S. tourism industry on the world tourism map.