Bringing International Meetings and Events to the U.S.

During IMEX Frankfurt 2025, Kevin Hinton, managing director of group travel for the U.S. Travel Association, spoke candidly with Northstar Meetings Group editor Lisa Grimaldi about the different perceptions international planners hold regarding travel to the United States. While some of the hosted buyers at the trade show, which took place May 20-22, remain enthusiastic, new uncertainties — particularly around safety, immigration policy and visa access — are causing hesitation for others.
 
Hinton emphasized that while some European planners are wary due to isolated incidents and media reports of international travelers being detained or barred entry into the U.S., the country's travel policies haven't changed. He stressed the importance of reassuring international travelers that these incidents are the exception; he also pointed out U.S. Travel's ongoing work with the federal government to streamline visa processes and better communicate the safety and accessibility of the U.S. as a meetings destination.
 
Hinton also highlighted the strategic efforts to align U.S. destinations with key industry sectors to attract relevant group business and stressed the need for U.S. cities to engage more with elected officials, mirroring successful European and Canadian models.

Watch the full interview above. Key takeaways include:

• Mixed perceptions abroad: Some planners question the safety and entry policies despite no official changes. [1:00]
• Canadian hesitation: The strong U.S. dollar and sentiment are discouraging Canadian groups. [5:07]
• Visa delays are being addressed: A new site to process visas for groups is being developed. [6:20]
• IMEX Policy Forum's significance: How the annual event engages elected officials in seeing events as economic catalysts [8:00]
• Travel is essential: It's a cultural and economic necessity, not a luxury. [10:22]