Hilton CEO warns of declining U.S. share of global tourism

Industry leaders call for stronger marketing and policy support to regain international visitors

Hilton CEO Chris Nassetta warned that the United States has lost significant ground in global inbound tourism over the past three decades, with its share of international travelers dropping from around 10% to roughly 5%. Speaking at a conference in Washington, D.C., he argued that regaining even part of that lost share could generate substantial economic benefits and millions of jobs. While geopolitical tensions and regional disruptions are creating short-term uncertainty, Nassetta believes longer-term economic forces and investment trends could support growth in the hospitality sector. He also called for renewed national efforts to market the United States as a destination and reduce barriers for international visitors.

Key takeaways

• Declining share of global tourism: The U.S. share of global inbound travel has fallen from about 10% three decades ago to roughly 5% today, highlighting a long-term competitiveness challenge in attracting international visitors.
• Economic potential of recovery: Regaining even part of the lost market share could generate significant economic activity and create millions of additional jobs tied to tourism and hospitality.
• Short-term geopolitical disruptions: Recent tensions in the Middle East have temporarily disrupted hotel operations in the region, adding uncertainty to the near-term outlook for global travel demand.
• Signs of improving domestic demand: Hilton is seeing early signs of stronger performance in mid-market hotels across the U.S., suggesting a potential shift after several years of relatively flat growth.
• K-shaped recovery in travel spending: Luxury travel has remained strong while middle-income demand has lagged, though rising business investment could help narrow this gap.
• Macroeconomic tailwinds: Declining housing costs, favorable tax policies, and large-scale investment in AI infrastructure, energy, and data centers could support broader economic momentum.
• Need for stronger destination marketing: Nassetta emphasized the importance of funding Brand USA and promoting the country internationally to compete more effectively for global travelers.
• Reducing travel friction: Policies that increase costs or complexity for international visitors—such as higher visa fees—could hinder inbound tourism and weaken the country’s competitiveness.

Source: Skift

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