Travel group hopes LA Olympics can help modernize customs process

The group’s CEO, Geoff Freeman, called the plans “bold, but…achievable,” noting they will need the help of President Donald Trump and Transportation Secretary Sean Duffy to support the plans in order to get members of Congress on board with funding. Over the course of the Trump administration, the US is set to host multiple events, including the 2025 Ryder Cup, the FIFA World Cup in 2026, and the 2028 Summer Olympics in Los Angeles, all of which are expected to host many travelers from abroad.

“This is a once in a generation chance for President Trump and Congress to modernize travel, enhance security, and unlock what we estimate to be a $100 billion opportunity in just the next four years,” Freeman said during a briefing on the proposals.

“If we do not act decisively to modernize our infrastructure, we will miss a historic opportunity, frustrate millions of travelers daily, and fall behind our global competitors,” Freeman added.

According to a report from the U.S. Travel Association, the U.S. currently ranks 17th of the top 18 travel markets across the world in terms of global travel competitiveness. 

“The steps we take today will determine whether the U.S. remains a global leader in travel, or struggles to keep pace,” Freeman added.

Some of the proposals include changes to TSA screening procedures, which would allow travelers to carry large liquids over the current 100 ml restriction, keep shoes and belts on, and keep electronic devices in their bags during screening. To do this, the group recommends Congress increase funding for computed technology baggage scanners, which has more accurate screening than the current 2-D scanners. 

The group also proposed new identity verification methods for citizens returning to the U.S., including advanced passenger screening and biometric systems “to dramatically accelerate customs processing.” 

“With this technology in place, we propose that no American returning from abroad should need to meet with a U.S. customs officer unless they have something to declare,” Freeman said.

Freeman also advocated the streamlining of visa processes and creating more visa-free travel opportunities for visitors abroad. Citizens of 43 countries can visit the U.S. visa-free, which is lower than other Western countries such as the United Kingdom, which allows travelers from 102 countries to visit visa-free.

He again emphasized that the Trump administration’s support for the investment and proposals will be vital. While much of the Trump administration is focused on cutting down the federal government, Freeman did not express worry that the Trump administration would be against these modernization proposals. 

“So much of the discussion of cuts has been about waste, fraud and abuse,” he said. “What we’re talking about is investments to improve security, investments to improve safety, investments to improve the travel experience. That’s the polar opposite of waste, fraud, and abuse.”

“The President has been outspoken about making this the gold standard of World Cups, the best Olympics that has ever been held,” he continued. “To do those things, to achieve those goals, you’ve got to make some of these investments. So based on the conversation that we’ve had to date, we’re confident that there is a willingness to make investments where necessary.”

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The upcoming sporting events require the U.S. to modernize its travel process, the group argued. Olympic games typically bring in millions of travelers from across the globe. The most recent Paris 2024 Olympics attracted 11.2 million visitors.

“The upcoming surge in travel demand is not a possibility. It’s happening,” Freeman said. “The only question is whether or not we’ll be ready and whether we will provide travelers with the experience they deserve.”