The Visit USA Committee is a non - profit Trade Association of destinations, industry partners and individuals
with the goal of promoting travel and tourism to the United States of America.
Swiss arrivals in the US from January - March 2026 kept falling by 13.2 percent vs. the same period of time in the previous year. Arrivals may pick-up again in connection with the soccer worldchampionship and depending on the performance of the Swiss team.
The board of the Visit USA Committee Switzerland decided to end its activities after 42 years of sucessfull marketing the destination USA. Growing costs, thight financial resources of partners and the actual unstable economic/political environment prevented a self-financed operation as has been the case until now. Unfortunately there also was a growig lack of the previous understanding for the pooling of resources and a joint promotion of the destination itself.
Swiss arrivals in the US in 2025 topped 361'000, down some 10 percent compared to 2024. Little Switzerland, as a result, still ranks as nr. 19 among the 20 top tourist producing countries worldwide for the US. The reasons for the drop are seen in a combination of a worldwide growing uncertainty, certain domestic economic and political challenges, media coverage and a trend toward a more conscious money spending. However, the historically close personal relations and factors like the economy and an attractive rate of exchange USD vs. CHF provide a solid basis for future travel .
The US remains, inspite of politcal turmoils, the most popular overseas destination of the Swiss. The need for professional counselling in planning resp. booking of a trip has become even important, in particular in an environment as demanding as at the present time. USA Island Hopping 26 provided over 20 US and local service providers and destinations a cost effective opportunity for valuable networking an personal contacs to some 200 travel professionals from around the country.
Over 230 trade visitors from around the country were proof for the need of an information and training platform for a destination of the size of the U.S. Some 40 partners (cities, states, TO's, airlines etc) used the occasion to present their products and services. They all were given the opportunity to hold short workshops in small groups, behind the information booths intended for individual consultations. Visitors had to plan and book their attendance according to their individual interests. They then were given access to their personal visitors program by means of an app. The featured destination Alaska had the opportunity to present itself at the opening plennary session.
The long established promotional and educational event for travel to the US, now called "USA Island Hopping" enjoyed a successfull kick-off with the "Capital Region USA" as featured destination after a two years Cornona related "break". A total of 275 travel professionals attended of which 235 participated in the so-called "Island Hopping" - workshops held by US destinations and partners. The new format was welcomed by partners (US destinations etc) and visitors. The attendance from around the country testified the need for information and training. The event is part of the promotional programs supported by The Brand USA .
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