The Inbound Delusion:

So here’s the *synthesized headline you're going to see coming up:

“The United States is the only country (out of 184) projected to lose international tourism spending in 2025. Estimated loss: $12.5 billion.”

Cue the new dashboards. Cue the leadership summits. Cue the desperate cries of, “How do we get more Germans?”

But if that shocked you, let me gently ask:

Where have you been?

Something happened when we were busy debating about Canadians.

While everyone was throwing budget at influencers who can’t pronounce your town’s name, Americans were quietly booking trips to Europe, Mexico, and anywhere that made them feel something. Until Europe got messy.

And when I say messy, I don’t mean travel delays. I mean burning trash in the streets of Paris messy. Anti-tourism protests. Strikes. Safety concerns. Spain is mad. France is tired. Italy is overwhelmed.

And guess what?

Americans are noticing.

So now we’ve got a weird little moment. Inbound is slowing down. Outbound is… twitchy. And domestic is sitting there with its arms crossed like:

“I’ve been here the whole time. You just don’t see me.”

Let’s zoom out.

Most destinations treat international travelers like the main character. Because they "stay longer, spend more", k. got it. Tell that to Susan from Wichita, who brings three generations of Johnsons and buys whatever those crumb-snatchers ask Mimi for.

Meanwhile, the American road-tripper who came three years in a row? She’s getting one email blast and a recycled Restaurant-Week Facebook ad.

We act like inbound visitors are proof that we’re special. We treat domestic visitors like leftovers.

Inbound is seductive. But domestic is strategic.

Inbound brings new eyes. Domestic brings trust. Inbound makes your boss feel like a visionary. Domestic actually fills the calendar.

Inbound is that hot summer fling who leaves you with one blurry Instagram post. Domestic is the one who helps you repaint your living room.

So yeah. We’re losing inbound dollars. But the real loss? It’s our own sense of direction.

Let’s get grounded again.

WHAT THIS MOMENT IS TEACHING US

1. If your strategy depends on flights, your foundation is weak.

It doesn’t take much to disrupt inbound. A protest. A visa delay. A TikTok panic. Meanwhile, your drive market is still showing up with snacks and matching t-shirts.

Stop ignoring them just because they don’t need a passport.

2. Repeat travelers are more valuable than “reach.”

We’ve been conditioned to think a million impressions equals success. But the family that comes every fall? They are your brand. They tell your story. They forgive your construction. They bring their people with them.

And we barely talk to them anymore.

3. “Domestic” doesn’t mean boring.

It means familiar. And familiar is where all trust is built. You can’t expect loyalty from strangers. You earn it from people who feel seen.

Destinations that treat their regional audience with creativity, curiosity, and care? They’ll win. Every time.

4. You need to stop trying to impress the world.

Tourism isn’t Coachella (ok, I heard that when I typed it). It’s community.

Design your visitor experience like you’re inviting people into your real life. Not your highlight reel.

Because your residents are watching. Your stakeholders are watching. And your travelers? They already know when it’s fake.

5. You don't need to do more. You need to do it deeper.

The fix here isn’t another ad campaign. It’s re-prioritizing the audiences you’ve ignored. That means:

• Speaking to your locals.

• Celebrating your return guests.

• Welcoming the close-by visitors without treating them like an afterthought.

• Building content for people who want to understand, not just consume.

And yes. That might mean saying no to another inbound rebrand and yes to hosting a local strategy night in your conference room.

Crazy, I know.

So what do we do with all this?

We stop performing for approval.

And we start leading with actual relevance.

Because inbound may be slowing down. But if domestic trust is high? You’ll be fine.

If domestic trust is low? You’re losing your roots.

I’m Jenn Barbee, call me when you're ready to get strategic.

xo