IPW 2024: RECORD-BREAKING GATHERING OF THE GLOBAL TRAVEL INDUSTRY IN LOS ANGELES
The 2024 edition of IPW, the travel industry’s premier international marketplace and the largest generator of travel to the United States, concluded with remarkable success.
Hosted in Los Angeles, this year’s event saw an impressive turnout of over 5,700 attendees—a notable 20% increase from the previous year. Among these delegates, there were 2,000 international buyers and media representatives from nearly 70 countries, all converging in LA for five days of productive meetings, networking, and exploration of the city’s famed attractions.

A Showcase of U.S. Destinations and Opportunities
Brand USA, the official destination marketing organization for the United States, served as the premier sponsor of the U.S. Travel Association’s IPW. The event celebrated a week filled with partner appointments, trade meetings, and media engagements, all aimed at boosting inbound international visitation. The bustling schedule underscored IPW’s critical role in fostering connections and driving future travel to the U.S., with estimates suggesting the event will generate over $5.5 billion in future travel to the country.

Media Marketplace: one-to-one meetings for journalists
The journalists had, on the first day of IPW, the opportunity to connect with tourism boards and operators, based on 15 minute prearranged meetings. The Brand USA Media Marketplace floor is arranged alphabetically by state and also includes sections for national companies and the federal government.

Entertainment and Networking: The Heart of IPW
While business meetings and networking form the core of IPW, the event also offered a vibrant mix of entertainment, parties, and press tours.
The opening night party set a high bar, featuring the legendary Diana Ross at the Los Angeles Memorial Coliseum, the venue for the 2028 Los Angeles Olympics opening ceremony.




Throughout the week, attendees were treated to performances by NYC’s Broadway stars, a lively show by Ziggy Marley, and a lunch-time concert by Keanu Reeves’ band, Dogstar.
The Getty Museum hosted a press brunch, and Universal Studios Hollywood provided an exclusive, crowd-free experience for the closing night celebrations, offering a unique opportunity to enjoy the park’s attractions.

A Platform for Prominent Destinations
Press conferences kept the media engaged with presentations from various U.S. destinations.

Orlando, known as the Theme Park Capital of the World, celebrated a milestone in tourism as Visit Orlando, The Official Tourism Association, announced a significant increase in international visitors in 2023.
At the 55th annual IPW conference, hosted by U.S. Travel, Geoff Freeman, the association’s President and CEO, unveiled an ambitious vision for the future of travel in the United States.
Chris Thompson stepped Down as Brand USA’s President & CEO and announced, during a press conference at U.S. Travel Association’s IPW 2024, that Brand USA has ambitious goals, aiming for 90 million annual visitors by 2027.

The Massachusetts Office of Travel and Tourism (MOTT) hosted a press conference which highlighted the upcoming celebration of Massachusetts 250 (MA250) as well as the state’s historic, cultural, creative, and natural destinations and the economic impact tourism has on the Massachusetts economy.
The Utah Office of Tourism shared interesting info about 100 years of film in Utah, Salt Lake City’s bid for the 2034 Winter Olympic & Paralympic Games, the rebuild of the SLC International Airport, and Utah’s leadership in dark sky preservation and focus on destination stewardship.
Tennessee Department of Tourist Development shared the latest brand initiatives, and explained why now is the perfect time to visit the destination. Plus, the attendees enjoyed beautiful live music from Tennessee singer-songwriters and Grammy winners, Louis York.
Finally, Choose Chicago held a future host city press conference on the theme “Welcome to Our House” in recognition of the 40th anniversary of the birth of house music in Chicago. The press conference, attended by approximately 500 international media, served as a strategic platform to position Chicago as the premier destination for international leisure and MICE travelers in anticipation of IPW 2025

Economic Impact and Future Opportunities
The economic impact of IPW extends far beyond the event itself, driving billions of dollars in future travel to the U.S. and highlighting the best the country has to offer. As the United States prepares to host major global events such as Copa America, the FIFA World Cup, America’s 250th celebration in 2026, and the Summer Olympics in Los Angeles in 2028, IPW plays a crucial role in setting the stage for increased international visitation.



Leaders Speak on the Importance of Travel to USA
Industry leaders and elected officials underscored the essential role of travel to their communities and economies. Adam Burke, President and CEO of the Los Angeles Tourism & Convention Board, emphasized the sector’s impact, noting, “Right now, there are more than 530,000 Angelenos who earn a living in tourism-related careers… last year alone, our local business community saw over $40 billion in local business sales.”
Los Angeles Mayor Karen Bass highlighted the long-term benefits, stating, “[The travel industry’s] contributions to our economy help provide an incredible experience for tourists for lifetimes to come.” Meanwhile, Kenya Merritt, Deputy Mayor of Chicago, expressed enthusiasm for her city’s upcoming role as host, saying, “The energy and engagement we’ve seen at IPW 2024 reinforces Chicago’s status as a world-class city for both leisure and business travelers.”
Daniel Thomas, Deputy Director of the Illinois Office of Tourism, echoed this sentiment, adding, “The relationships forged at IPW are invaluable. Past IPWs have generated billions of dollars in additional economic impact through increased international visitation to past host cities, and we anticipate a significant boost in global travelers choosing Chicago in the years following our hosting next year.”

Chicago, the next host of IPW
On the last day of IPW 2024, Choose Chicago held a future host city press conference on the theme “Welcome to Our House” in recognition of the 40th anniversary of the birth of house music in Chicago. The press conference, attended by approximately 500 international media, served as a strategic platform to position Chicago as the premier destination for international leisure and MICE travelers in anticipation of IPW 2025.
The attending delegation put a spotlight on the myriad attractions, experiences, and unique characteristics that define Chicago as an unparalleled destination and a speaking program featuring Chicago Deputy Mayor Kenya Merritt, Illinois Lieutenant Governor Juliana Stratton, Rich Gamble, and Glenn Eden, both of Choose Chicago.
The press conference culminated in a spectacular house-meets-blues performance featuring house music DJs Lori Branch and Chip E. and blues musicians Billy Branch and Wayne Baker Brooks.
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