What Do We Even Do at IPW Next Week?

No really, what do we do?

Inbound international tourism is down. Politics are loud. Protests are louder. And somehow, IPW is still happening in the middle of it all.

I won’t be there this year. But a lot of people I respect will be. And if you’re one of them, I hope you walk in with eyes wide open and your strategy shoes on tight.

Because this year isn’t just about trade show deals and glossy promo reels. It’s about reading the room.

Here’s what I would say if I were walking the floor:

• Don’t say “everything’s great.” Say: “We know this is a fragile time for inbound, and we’re here to earn back trust.”

• Don’t dodge the news. Say: “We’re committed to creating welcoming, inclusive, and consistent experiences, despite the headlines.”

• Don’t fake the vibe. Say: “We’re aware. We’re adjusting. And we’re still open for business, but doing it differently now.”

Because international travelers are watching. And they’re not just looking at our landscapes—they’re looking at our policies, our messaging, our values. And yes, they’re looking at what we don’t say too.

But here’s the thing:

IPW still matters. It’s one of the most important global stages we’ve got. It’s where relationships are built, trust is rebuilt, and futures are booked...even in rocky years.

So no, I’m not there. But I’m cheering on the folks who are. And I hope this year’s conversations are the start of something more real, more inclusive, and more durable than the “comeback story” we keep trying to sell.

Because if inbound tourism is going to rebound, it won’t be because we posted a new video. It’ll be because we told the truth, and people believed us.

✌️ Now go out there and crush it in Chicago!