The Beyond Borders Tourism Coalition, a unified alliance of U.S. and Canadian tourism, trade, and association stakeholders, is calling for urgent policy clarity and coordinated action in the face of escalating tariffs and the recent funding cuts of critical NGOs and infrastructure support, while historic uncertainty grips cross-border travel.

The combined effects of tariffs, funding cuts, new fees to enter the U.S., and uncertainty at border crossings are undermining recovery, deterring new investment, and reducing opportunities for cultural and economic exchange.

"Rising tariffs and economic headwinds are cutting into consumer purchasing power, reducing demand for U.S. vacations, and forcing our members to reconsider future investment and hiring. The economic impact has been immediate and measurable—USTOA members are already reporting millions of dollars in lost bookings and revenue, with some projecting a decline of up to 11% in international visitor spending for 2025 alone," said Terry Dale, President, United States Tour Operators Association. "These losses translate to cutbacks in operations, workforce reductions, and missed opportunities for communities nationwide. The ripple effects across our sector are deeply concerning, underscoring the urgent need for clear, stable policies that support a thriving U.S. travel economy."

The Beyond Borders Tourism Coalition identified earlier this year that proactive, collaborative approaches are needed to reverse these trends and restore confidence in an industry that in the past contributed approximately $2.5 trillion USD to North America's GDP, making up 9% of total economic output. In the U.S., tourism supports close to 20 million jobs while in Canada 1.9 million jobs are attributed to the visitor economy.

"Thousands of jobs are on the line as these damaging tariffs disrupt the flow of tourists, drive up costs, and threaten our members' livelihoods. The economic toll is immediate: Canadian tour operators are facing millions of dollars in lost bookings and mounting operational costs, with some businesses reporting declines of over 70% in cross-border travel activity for 2025," said Jean Hébert, Executive Director, Canadian Association of Tour Operators (CATO). "If decisive action isn't taken, our communities will feel an economic impact that could take years to reverse as tourism-dependent businesses struggle to survive and local economies miss out on vital revenue."

The negative impacts on the visitor economy on both sides of the border continue through what is traditionally tourism's busiest season across North America.

• Plummeting Travel Bookings: Foreign tourist spending in the U.S. is forecasted to drop by 11% in 2025, an $18 billion loss. Advanced air bookings between Canada and the U.S. have fallen by over 70% year-over-year.
• Hospitality Warning Signs: Major hotel chains and urban tourism boards are bracing for sharp declines (as much as 6-7% in some cities) in international visitation owing to economic and policy headwinds, with companies adjusting revenue forecasts downward (that according to Bloomberg and Hospitality Insights).
• Consumer Impacts: Tariffs are driving the cost of goods higher on both sides of the border, eroding discretionary travel budgets and undermining consumer and business confidence in travel planning.
• Regional & Indigenous Impact: Community initiatives and Indigenous-led tourism are being threatened by reduced travel, job cuts, and cultural setbacks.

"The ATTA's recent global survey makes it clear: political instability and uncertain government policies are being sharply felt across the adventure travel sector. Our research shows that 93% of U.S. operators and 89% of their international counterparts anticipate negative impacts for at least the next year," said the Adventure Travel Trade Association's CEO Shannon Stowell. "While our industry is holding steady for now, the greatest challenge is uncertainty—especially around finances, safety, and the potential for sudden policy changes that disrupt travel plans and business confidence. As an industry, we must continue to adapt, but lasting resilience will require stronger support, greater policy clarity, and a renewed commitment to cross-border collaboration."

All members of the Beyond Borders Tourism Coalition urge policymakers in the U.S. and Canada to prioritize negotiation, transparency, and cross-border cooperation over protectionist measures. Divisive trade and fiscal policies need to be reassessed in favor of approaches that restore confidence and support the livelihoods of millions:

"Both the U.S. and Canadian tourism economies have lost millions in revenue due to drastically reduced cross-border travel. The economic impact ripples across communities—from tour companies of all sizes to main street hotels and restaurants, iconic attractions, big cities, and rural destinations—many of which depend heavily on cross-border tourism to stay afloat," said Catherine Prather, President of the National Tour Association. "Beyond advocating for stability, proper funding, and common-sense policy, we urgently need to restore global confidence that the U.S. remains a safe, welcoming, and inclusive destination. Without that commitment, the long-term viability of our industry and the communities we support is at serious risk."

"Motorcoach tourism is the backbone of North American travel, generating $90 billion annually in group travel and connecting millions to vibrant cities, historic towns, and natural wonders," said Fred Ferguson, President and CEO of the American Bus Association. "Our industry supports 500,000 jobs and countless small businesses, providing accessible and sustainable travel options for all. As a vital economic driver, motorcoach tourism fuels local economies and enriches communities. It's essential that policies continue to promote both vibrant international and domestic travel—ensuring long-term growth and opportunity for our industry and the travelers we serve."

"Student and youth travel is a cornerstone of North America's visitor economy, generating billions in economic activity, supporting thousands of jobs, and providing life-changing educational and cultural experiences for young people each year. These journeys foster global understanding and inspire future leaders," said Carylann Assante, CAE, CEO of the Student and Youth Travel Association (SYTA). "Sadly, new tariffs and ongoing economic instability are making travel unaffordable for many schools and families. Rising costs, canceled programs, and greater uncertainty are cutting off opportunities just when our youth need them most. Protecting student and youth travel isn't just about economics—it's about safeguarding access to learning, exchange, and hope for the next generation."

"Indigenous tourism is a vital bridge connecting communities, cultures, and economies across Canada and the United States. This sector creates opportunities for Indigenous entrepreneurs, fosters cultural revitalization, and delivers unique experiences that attract millions of travelers every year," said Keith Henry, President and CEO of the Indigenous Tourism Association of Canada (ITAC). "But the recent wave of tariffs and mounting political instability threatens all we have built. Rising costs and uncertainty hurt Indigenous-owned businesses disproportionately, putting jobs, livelihoods, and intergenerational knowledge at risk. To protect the promise of Indigenous tourism—for our communities and for future generations—our leaders must restore stable, open, and collaborative cross-border policies that allow Indigenous tourism to thrive."

"International inbound travel is one of America's strongest economic exports and a powerful tool for global connection—yet it's being undermined by shortsighted policies, increased entry costs, and damaging rhetoric," said Lisa Simon, CEO of the International Inbound Travel Association (IITA). "Our members are seeing lower bookings for the fall and into 2026 due to avoidable barriers like visa delays, excessive fees, and policy unpredictability. This is not just bad for business—it's bad for America's global image. We call on U.S. leaders to treat inbound travel as the essential economic and diplomatic asset it is and to act urgently to restore competitiveness, clarity, and confidence in traveling to the United States."

"For Destination Original Indigenous Tourism, we've seen firsthand how recent regulations are jeopardizing opportunities on the world stage—including Indigenous inclusion in major cultural showcases. With global eyes turning to North America for events like the upcoming FIFA World Cup, this is our chance to welcome guests to our lands and lift up Indigenous musicians, artists, and creators from Canada, the U.S., and Mexico. Now, those voices risk being silenced," said Sebastien Desnoyers-Picard, President and CEO of Destination Original Indigenous Tourism (DO-IT). "This is more than a cultural loss—it's a missed economic opportunity in marketing, sales, and global reach for communities already facing barriers. The impact could be profound and far-reaching."

Courtesy of Groups Today.

Expedia Group's 2025 Traveler Value Index signals a shift in consumer priorities.

New research is shedding light on how travel consumer's preferences and priorities have been evolving this year. Included in these findings are significant shifts in how travelers plan and book travel compared to previous years, including a surge in social media influence and the impact of trust.

According to Expedia Group's 2025 Traveler Value Index, travel remains a top priority, with 88% of global consumers planning a leisure trip in the next year, and 68% aiming to book international travel—up 19% since 2022.

"In today's climate of economic and geopolitical uncertainty, understanding how travelers' plans, preferences, and values are shifting has never been more important. What's clear from this year's data is that, despite these changes, the desire to travel remains a fundamental part of everyone's lives," Expedia Group Chief Commercial Officer Greg Schulze said in a press release. "At Expedia Group, we provide partners with the insights and tools they need to meet these changing expectations and create exceptional experiences. Together, we can withstand any storm and help travelers turn their journeys into lasting memories."

Below are some key insights from the research.

TRAVEL IMPORTANCE REMAINS HIGH:

• With 50% of consumers saying it's more vital now than five years ago—highlighting travel's essential role in personal fulfillment.

• Despite ongoing uncertainties, 88% plan to take a leisure trip in the next 12 months, and two-thirds (68%) are likely to book international travel—a 19% increase since 2022.

• Additionally, travelers are increasingly embracing flexcations and bleisure trips, blending work and leisure to meet their evolving needs.

PRICE IS CRITICAL, BUT TRUST IS ESSENTIAL TOO:

• Price remains a key factor, with 58% of consumers expecting to be more price-conscious in the next 12 months.

• However, trust is just as vital—three-quarters of travelers are willing to pay more for lodging with better reviews, underscoring the importance of confidence and reliability in their choices.

TRAVELERS ARE INCREASINGLY TURNING TO SOCIAL MEDIA FOR TRIP INSPIRATION:

• Over half (61%) now find trip ideas on platforms, up from 35% in 2022.

• Additionally, 73% say influencer recommendations have influenced their decision to book a trip or travel component, emphasizing the growing importance of trustworthy, peer-driven insights.

THE DESIRE TO BOOK TRAVEL THROUGH LOYALTY PROGRAMS CONTINUES TO GROW:

• 83% of travelers consider travel their top category for redeeming loyalty points, while 82% are interested in booking travel through loyalty programs outside of the travel industry, such as credit cards or retailers, highlighting the expanding influence of non-travel loyalty rewards.

NOTABLE REGIONAL AND GENERATIONAL DIFFERENCES EMERGE FROM THE RESEARCH:

• Consumers in China (87%), the UK (77%), and Germany (72%) are more likely to plan international trips within the next 12 months. Meanwhile, those under 40 show a stronger preference for blending work and leisure, often opting for bleisure and flexcation trips.

• For hotels, vacation rentals, activities, and cruises, positive reviews are a key decision factor—particularly for younger travelers, with 80% willing to pay more for lodging with better reviews.

• Air travel priorities vary: while affordability is most important across many regions, travelers in China seek contactless experiences, and those in Germany value full refunds the most. Canadians, Australians, French, and Italians also rank price as the leading consideration.

• Price remains the dominant factor for car rentals worldwide—especially in the U.S., Canada, and Australia—but for those under 40, positive reviews are nearly as influential in decision-making.

• Finally, younger travelers, particularly under 40, are more heavily swayed by social media; 84% report that influencer recommendations have impacted their booking choices.

Learn more and download the full report at Expedia Group.

Courtesy of Groups Today.

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Passengers can now keep their shoes on at TSA security checkpoints.

Have you heard? The days of removing your shoes to go through airport security for all travelers is officially over. The Department of Homeland Security recently announced a new policy which allows passengers traveling through domestic airports to keep their shoes on while passing through security screening at TSA checkpoints.

The DHS says the policy, which went into effect immediately, will increase hospitality for travelers and streamline the TSA security checkpoint process, leading to lower wait times.

"Ending the 'Shoes-Off' policy is the latest effort DHS is implementing to modernize and enhance traveler experience across our nation's airports," said Homeland Security Secretary Kristi Noem. "We expect this change will drastically decrease passenger wait times at our TSA checkpoints, leading to a more pleasant and efficient passenger experience."

Noem continued to explain that security remains a top priority, and that thanks to cutting-edge technological advancements and multi-layered security approach, DHS is confident they can implement this change while maintaining the highest security standards.

Other aspects of TSA's layered security approach will still apply during the TSA checkpoint process. For example, passengers subject must still clear identity verification, Secure Flight vetting, and other processes.

Ending the "Shoes-Off" policy is the latest in a series of changes DHS has implemented since the Trump administration entered office. On July 2nd, TSA announced its "Serve with Honor, Travel with Ease" program which provides special benefits to uniformed service members and their families, including a TSA PreCheck enrollment discount and expedited access lanes at select airports. In May, TSA began implementation of REAL ID at airport checkpoints, which has seen a 94% compliance rate and has led to what DHS says is a more efficient security process.

Courtesy of Groups Today.

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Global Travel Alliance, a leader in educational and group travel experiences, has announced the appointment of Steve Maehl as its new President.

With over two decades of dedication to the student travel industry and more than 20 years of service at Global Travel Alliance, Maehl brings exceptional leadership, experience, and passion for transformative travel.

"Steve has been part of Global Travel Alliance since our earliest days, helping build our mission of inspiring and educating through travel. His appointment as President is a testament to his unwavering commitment to our partners, travelers, and team," said Ethan Screnock, Partner at Global Travel Alliance.

Maehl joined Global Travel Alliance in July 2004 as one of its founding team members. Over the years, he's held multiple leadership roles, including most recently, Executive Vice President, where he oversaw all aspects of trip planning, customer service, and partner relations. His tenure has been marked by a focus on safety, quality, and memorable educational experiences for thousands of students and travelers.

In addition to his work with Global Travel Alliance, Maehl is widely respected throughout the student travel community, having served as President of the Student & Youth Travel Association (SYTA), as well as, serving on both the SYTA Board of Directors and Board of Trustees for the SYTA Youth Foundation. His industry involvement has advanced best practices and raised the bar for student travel safety and quality. Maehl was instrumental in the development of an international program of standards for tour operators, the Certified Student Travel Organization (CSTO) and led Global Travel Alliance to be the first CSTO company in the world.

Maehl holds a strong belief in travel as education and is known for fostering relationships built on trust and integrity. His vision for Global Travel Alliance emphasizes innovation, partnership, and delivering exceptional value to educators, group leaders, and travelers alike.

"I'm honored to serve as President of Global Travel Alliance," Maehl said. "Travel has the power to build bridges and change lives, and I look forward to working with our incredible team and partners to continue delivering safe, enriching, and unforgettable journeys."

Global Travel Alliance remains committed to its mission of opening minds and hearts through transformative travel, and Maehl's leadership promises to usher in an exciting new chapter of growth and service.

For more information about Global Travel Alliance, visit Global Travel Alliance.

Courtesy of Groups Today.

Photo courtesy of Global Travel Alliance.

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The Greater Merrimack Valley Convention and Visitors Bureau (GMV CVB), one of the 16 designated tourism districts in Massachusetts, has announced a new name for the organization and new branding, transitioning to be known as Revolutionary Valley.

The announcement was made in early June at the 2025 Annual Conference on Tourism at the Hilton Garden Inn in Tewksbury.

The GMV CVB was first formed in 1992 in the city of Lowell, under the name of Revolutions and Textiles in the Merrimack Valley Convention & Visitors Bureau, operating under the direction of the Massachusetts Office of Travel and Tourism (MOTT). While the organization has gone through many changes over the years, this announcement marks first major direction shift in its 33-year history—an update that's long overdue, according to Executive Director Brian Bradbury.

Named Executive Director in the summer of 2024, Bradbury was the one who made the official announcement.

"We recognized that the Greater Merrimack Valley Convention and Visitors Bureau has not accurately showcased the spirit and depth of the region, as well as its actual footprint," Bradbury said. "The Merrimack Valley itself extends further north and east, including into New Hampshire and the GMV CVB has never been properly aligned to represent this region."

Now known as Revolutionary Valley, the tourism district encompasses 21 cities and towns, including Acton, Bedford, Billerica, Burlington, Boxborough, Carlisle, Chelmsford, Concord, Dunstable, Dracut, Littleton, Lexington, Lincoln, Lowell, Maynard, Stow, Tewksbury, Tyngsborough, Wilmington, Westford, and Woburn.

"This is a region rich in Revolutionary history, from the American Revolution that began in Lexington and Concord to the Industrial Revolution in Lowell, and all of major movements that shaped our nation, including the literary revolution of Emerson, Alcott, and Thoreau, carried forward by Poe and Kerouac, to the cultural revolution, music revolution, agricultural revolution, art revolution, technological and Innovation revolution, and so much more," Bradbury continued. "Leaning into our continued history of pushing the envelope and continually pushing forward with change is an identity we want the world to experience first-hand."

In the spirit of Revolutionary change, the tourism organization recently moved its office and is in the process of opening a new visitor center in downtown Lowell. New staff was also brought on earlier this year, with Vanessa Hayward named as Deputy Director and Christa Lamb named Director of Media and Communications, joining Christina Hannigan who is remaining as Director of Finances. The organization also recently announced the launch of a new Ambassador program, looking to bring on at least two representatives from each of the 21 cities and towns in their footprint to help better represent and support each community.

"We will ensure that all 21 cities and towns in our region feel the impact of being supported and represented by our organization and thus will feel the economic impact from increased tourist and visitor traffic," said Bradbury.

Later this year, with the help of their agency, a new website will be unveiled that will highlight the region and all of its history, beauty and splendor that make it a "must-experience" bucket list destination for all.

"We expect that it will take several months for us to all of the pieces in place that we're working on with our partners, to re-launch our tourism district with an exciting new direction," Bradbury added.

Learn more at Revolutionary Valley.

Courtesy of Groups Today.

Photo courtesy of Revolutionary Valley.

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