Associations Unite to Address North American Inbound Travel Issues

In response to growing uncertainty stemming from government trade and border policies, the International Inbound Travel Association (IITA) and a coalition of North American tourism associations have joined forces to confront the evolving challenges and opportunities facing the international inbound travel industry. Together, the group advocates for innovative solutions and unified action on behalf of their respective members.

The coalition includes the IITA, Adventure Travel Trade Association, American Bus Association, Canadian Association of Tour Operators, Indigenous Tourism Association of Canada, National Tour Association, Student & Youth Travel Association, and the U.S. Tour Operators Association.

Tourism plays a vital role in driving economic growth, fostering cultural exchange, and supporting environmental stewardship. However, current challenges threaten not only the financial stability of businesses and communities across North America but also the livelihoods of millions who depend on a thriving tourism sector.

Nowhere is the impact more profound than along the U.S.-Canada border. Recent declines in cross-border travel are disrupting communities and businesses on both sides. This is particularly significant for Indigenous communities whose cultural and familial ties transcend political borders. Indigenous cultural tourism—rooted in the sharing of culture, land, and heritage—is increasingly vulnerable to these disruptions.

To address these challenges, the coalition—operating as the Beyond Borders Tourism Coalition—is committed to enhancing tourism collaboration between Canada and the United States. The group aims to inform policymakers about tourism’s critical role in global economic integration, trade generation, job creation, and cultural understanding. They advocate for policy changes that simplify visa processes and strengthen cross-border cooperation to stimulate economic growth and promote cultural exchange.

Recognizing the interconnected nature of the travel industry, the coalition seeks to amplify a unified voice to confront shared challenges. By pooling their collective expertise and resources, they will engage members, policymakers, and the public to drive meaningful progress for the future of inbound travel in North America.