In March, President Trump appointed conservative influencer Nick Adams to the new position of special envoy for tourism. Editor at large Robert Silk spoke with Adams last month at U.S. Travel Association's IPW conference about how he hopes to bolster sagging inbound tourism.
Nick Adams
Q: U.S. inbound tourism was down 5.5% last year, while the rest of wealthy countries gained international tourists last year. Most people attribute that to President Trump's policies, such as tariffs, and sentiment toward the U.S. Then there are policies, such as the extra park service fee for foreign visitors and the planned $250 extra visa fees. How do these policies dovetail with your talk about tourism being so important?
A: First of all, no one has done more for American tourism than President Trump, both before being president and I think while being president. One of the reasons we're going to have one of the most successful World Cups ever is because he has made it very clear from the beginning that he wanted a seamless experience for international visitors coming for the World Cup from the moment they land throughout their whole trip. So, the media like to call it a Trump slump. I'm here to tell you that I predict it to be a Trump pump.
Q: How do you say that he has done more for U.S. tourism since being president than anyone when the data clearly shows that the U.S. has lost ground in the tourism race?
A: He is the face of hospitality. He is the man that everyone associates around the world with hotels and resorts and things like that. He's created more hospitality jobs than ever before. If anyone is going to be passionate about tourism, it's him. And if you want any proof of how good he is for tourism, look at who he's appointed and the role that he's made.
Q: Are you referring to yourself?
A: Yes.
Q: Isn't the proof in the pudding? Do you expect that at some time during this term, U.S. tourism numbers will be on par or better than the numbers of other countries in terms of tourism growth?
A: We are aware of those numbers that you refer to, and I can tell you that we are going to turn it around. My personal goal is to have 100 million international visitors every year by 2030. [Compared with 68.3 million in 2025.]
Q: How is that going to happen?
A: First of all, we have the unprecedented run of mega-events. No country has ever seen a line-up like the one we've got. America's 250th. FIFA World Cup. The Men's Rugby World Cup [in 2031], the Women's Rugby World Cup [2033], the FIFA Women's World Cup [2031], Salt Lake City Winter Olympics [2034]. We're doing a bid for the World Expo 2035. This is the golden age of tourism and travel. This is the time to break records.
Q: Are you supportive of policies like the $250 Visa Integrity Fee? Are there policy changes that have been made that you think could be altered?
A: I'm listening very closely to everything that the industry is saying, that other various stakeholders are saying, and I will do everything in my power to make sure that the policies that we have are policies that don't discourage tourism from the places that have been so good to the industry.
Q: What is in your power? Your role is not established by Congress. I guess it's the ear of the president.
A: That's the best power in the world. Proximity to the president. Just a phone call away.
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This interview was edited for length and clarity.