Fred Dixon, President & Chief Executive Officer, Brand USA, in an exclusive interview with Kamal Gill, Editor-Publisher, of Today’s Traveller discusses key trends in leisure, business, and MICE travel, visa facilitation, and the impact of upcoming global events on tourism.
With record-breaking visitor numbers, President and CEO Fred Dixon emphasizes India’s pivotal role in shaping the future of U.S. tourism.
TT Bureau: India has emerged as one of the top overseas markets for U.S. tourism. What is driving this surge?
Fred Dixon: India’s growth in U.S. tourism has been phenomenal. In 2024, Indian visitor numbers reached an all-time high of 2.2 million, making India the second-largest overseas market after the UK (4 million), surpassing Germany (2 million). If we exclude Canada (20 million) and Mexico (17 million), India stands as one of the most crucial international travel markets for the U.S.
As a matter of interest, India has become the number one source of international students for the U.S. and now ranks as the second-largest overseas travel market. This surge in travel is not limited to major metro cities but is spreading across different regions, demonstrating India’s growing interest in the U.S. as a travel destination.
What’s truly remarkable is that since 2019, Indian visitation has grown by 49%—the highest growth rate among all markets. This reflects not just a rebound post-pandemic but a sustained and increasing interest in the U.S. from Indian travellers.
TT Bureau: How significant is India’s contribution to the U.S. economy?
Fred Dixon: Indian travellers play a huge role in boosting U.S. tourism revenues. In 2023 alone, Indians contributed $20 billion to the U.S. economy, making India the fourth-largest contributor after Canada ($24 billion), Mexico ($21 billion), and China ($21 billion). To put this into perspective, in 2019, Indian tourist spending was $14 billion, so this increase post-pandemic is extraordinary. The U.S. travel industry greatly values Indian tourists for their high spending and longer stays.
TT Bureau: What makes the U.S. a preferred destination for Indian travellers?
Fred Dixon: India has the highest intent to visit the U.S. among all countries we surveyed, with 86% of respondents expressing a favourable impression of the U.S. as a travel destination. The next closest markets are Italy and Brazil at 78%.
A key differentiator is the duration of stay. Indian travellers stay an average of 13 days in the U.S., which is nearly double the international average of 6-7 days. This extended stay contributes significantly to the U.S. economy through spending on accommodations, attractions, shopping, and dining.
TT Bureau: How is business and MICE travel from India shaping up?
Fred Dixon: While leisure travel accounts for 66% of Indian visits, business travel makes up 20%, and student travel comprises 14% – The MICE (Meetings, Incentives, Conferences, and Exhibitions) segment and business travel hold significant potential for growth.
Currently, business travel accounts for around 20% of the Indian market, and I believe there is ample opportunity to increase this figure. The focus is now on promoting the U.S. as a prime location for corporate meetings, events, and incentive travel.
The deep-rooted connectivity between the Indian and U.S. corporate sectors especially in tech, finance, and innovation hubs like Silicon Valley, New York, and Washington, D.C and similar technology and innovation hubs like Hyderabad, Bangalore, and Silicon Valley—positions the U.S. as a natural choice for hosting corporate events. With enhanced airline connectivity and streamlined visa processes, we expect more corporate travel, trade delegations, and incentive programs in the future.
TT Bureau: From a MICE perspective, visa processing has been a challenge. What improvements are being made?
Fred Dixon: One of the main challenges in growing the MICE segment has been visa processing times. However, the U.S. has made significant strides in expediting visa issuance, with India setting record numbers— issuing 5 million valid visas to Indian nationals, and many of these travellers are repeat visitors.
Over the past two years, the U.S. issued a record 1 million visas annually for Indian travellers. For 2025, an additional 250,000 visa interview slots have been made available, ensuring that more Indian visitors can plan their trips without long delays.
Special visa facilitation channels exist for corporate groups, and ongoing government initiatives aim to further streamline the process. A strategic approach that is proving successful for MICE travel is proactive visa application. Many incentive travel organizers are now advising their dealers and teams to secure U.S. visas well in advance, even before confirming travel dates. This ensures smoother planning and execution of incentive programs.
TT Bureau: What major events and attractions can be leveraged for corporate MICE travel?
Fred Dixon: For Indian companies looking to organize incentive travel and corporate events in the US, I believe leveraging large-scale international events and new attractions would yield good results. The expansion of Universal Studios’ Epic Universe in Orlando and the opening of the New River Gorge National Park in Virginia are exciting additions to the U.S. tourism landscape.
Additionally, major global events such as the Ryder Cup, FIFA World Cup 2026, and the Olympics in Los Angeles in 2028 and Salt Lake City in 2034 provide excellent opportunities for businesses to host travel programs around world-class sporting spectacles. The 250th anniversary of U.S. Independence, will also will feature year-long celebrations.
These events are big for us as they will attract millions of international visitors. The total number of international visitors to the U.S. in 2024 was 72.4 million, and projections estimate this will rise to 78.8 million in 2025 and 85.8 million in 2026—driven largely by these global celebrations.
TT Bureau: What are the other primary source markets for MICE travel to the U.S.?
Fred Dixon: Beyond India, Europe—especially the UK, Germany, and France—are major contributors to U.S. business and incentive travel. Canada remains a strong market, while Latin America, particularly Brazil, are also showing potential. However, India is a priority focus given its dynamic growth and increasing outbound corporate travel
TT Bureau: What are the top U.S. destinations favoured by Indian leisure travellers?
Fred Dixon: The top five states for Indian travellers are: California, New York, Texas, Illinois, and Washington, D.C. New Jersey is also emerging as a preferred destination.
Interestingly, Niagara Falls has become the number one U.S. attraction for Indian visitors. India is now the top international source market for Niagara Falls, accounting for 70% of helicopter tour bookings in the region. This showcases how Indian travellers are exploring beyond the major cities.
TT Bureau: What new travel trends are gaining popularity among Indian tourists in the U.S.?
Fred Dixon: Indian travellers are showing interest in diverse experiences beyond traditional sightseeing. Some key trends include:
- Culinary tourism – Many travellers seek authentic American dining experiences, including Michelin-star restaurants and local food festivals.
- National parks and outdoor adventures – Destinations like New River Gorge National Park in Virginia are gaining traction among adventure-loving Indian travellers.
- Family-friendly attractions – With the upcoming launch of Epic Universe at Universal Studios Orlando, we expect a surge in Indian family travel.
With such strong numbers, what’s the outlook for India-U.S. travel in the coming years?
Fred Dixon: India is an absolute priority market for Brand USA. Whether for leisure, business, education, or MICE travel, the U.S. offers unmatched opportunities. India’s outbound travel to the U.S. is on an upward trajectory, and with increasing visitor numbers, faster visa approvals, high spending trends, and major global events on the horizon, I have no doubt that India will continue to break records in U.S. tourism. We’re excited to welcome even more Indian travellers in the years to come.
Read more: Today’s Traveller Interviews
