Worldwide journey to the U.S. and Spain are trending in numerous instructions this yr, with Spain seeing a record-high 66.8 million worldwide vacationers within the first eight months of the yr whereas the U.S. inbound journey this yr is anticipated to fall for the primary time since 2020.
One main pattern the locations do have in frequent: Each Model USA and the Spanish Tourism Institute are going all-in on reside tourism, with occasions like Unhealthy Bunny concert events in Spain and the FIFA World Cup within the U.S. anticipated to drive guests in 2026.
“These cultural forces are so large, and they are going to proceed to be large,” Fred Dixon, president and CEO of Model USA, mentioned on the Skift Transatlantic Summit.
How the U.S. Is Staying Aggressive
The U.S. Journey Affiliation initiatives roughly 68 million worldwide guests to the U.S. this yr, down from 72.4 million in 2024.
Regardless of the
