The international travel trade show ‘IPW’, organized by the US Travel Association, was held in Chicago from June 15 to 18, attracting over 5,000 participants from 64 countries.
IPW is the largest industry event in the US where travel agencies and media can engage in business negotiations and networking with tourism bureaus, attractions, airlines, and more. The event is estimated to contribute economically with 10.9 million visits, 63,000 jobs, and 3.3 billion USD in tax revenue over the next three years.
Media events start with a morning press conference. The first presentation was by Brand USA, one of the premium sponsors. CEO Fred Dixon discussed marketing achievements, the upcoming decade events, and the promotion of global sports events, also announcing a new tourism campaign “America the Beautiful” launching in August.
Press conferences from various tourism bureaus continued each morning, with many positive updates compared to 2019.
On the first afternoon, a dedicated media space “Media Market Place” was available, efficiently facilitating over 200 representatives from different tourism bureaus and government agencies for business discussions, each lasting around 10 minutes due to time constraints.
When asked about the Japanese market, the feedback was generally consistent; although recovery from the pandemic is slow, the upward trend continues, alleviating concerns.
Main floor discussions for non-media started on the second day. Most booths at IPW are elaborately designed and vibrant, resembling lounges or coffee stands, while some recreate soccer fields or feature a Route 66-themed café celebrating its 100th anniversary.
A highlight of IPW is enjoying the host city. Before the event, a press brunch was held at Wrigley Field, home of the Chicago Cubs, allowing attendees into areas usually restricted, like a dirt section by the stands.
Kristen L. Reynolds, CEO of Choose Chicago, and Thomas Rickets, owner of the Cubs, greeted attendees, with a surprise appearance by player Seiya Suzuki.
Attendees can join tours to explore Chicago’s appeal, and I stayed to watch a baseball game, thrilling to see the Cubs win in a walk-off.
The evening featured an opening party at the Field Museum of Natural History. Dining alongside dinosaur fossils was unique. Other activities included a stroll along Chicago’s Magnificent Mile, with the closing party at Navy Pier, offering an immersive Chicago experience.
The next IPW is scheduled from May 17 to 21, 2026, in Greater Fort Lauderdale.
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