Los Angeles, a city known for its resilience, recently hosted the 2025 ALIS conference, underscoring the travel industry’s pivotal role in economic and community recovery. Beyond the immediate financial contributions to dining, attractions, and hotels, travel’s broader impact was a central theme. Katherine Lugar highlighted how The Beverly Hilton, for example, extended its hospitality to shelter displaced families and even pets, showcasing the industry’s adaptability in times of need.
During a panel discussion alongside Caroline Beteta of Visit California and Rosanna Maietta from the American Hotel & Lodging Association, the future of travel and its stakes were thoroughly examined. A key takeaway was the prevailing optimism within the sector. Travel demand remains robust, with Americans prioritizing travel experiences. Business travel is also showing strong signs of resurgence, and there’s a hopeful outlook for increased private sector investment spurred by supportive policies from Washington.
However, policy uncertainty casts a shadow. Immigration policies, tax regulations, government spending priorities, and the global perception of America are all factors closely monitored by the travel industry. Businesses emphasize the need for predictability, a stability that is currently lacking in the political landscape.
Despite these headwinds, the industry is gearing up for a potentially transformative decade of events, projected to attract 40 million visitors and generate $95 billion. To capitalize on this massive opportunity, the U.S. Travel Association is set to release the Commission on Seamless & Secure Travel’s report on February 19th. This report is expected to outline a bold vision for creating a world-class travel experience, ultimately aiming to solidify America’s position as the world’s leading destination.
Jeff Higley from The BHN Group facilitated a crucial conversation at ALIS, emphasizing the industry’s significant opportunity. The message is clear: it’s time for the travel sector, with guidance from organizations like the U.S. Travel Association, to proactively shape its future and drive economic growth.
