It Takes All of Us to Make a Difference

Hello valued friends, partners, and colleagues,

Just as we charge our phones each night to restore energy, I realized during IPW 2026 that this is the one event each year that truly recharges my spirit.

Why?

Because it gives me the opportunity to reconnect with the incredible clients, partners, and friends who, throughout the years, have become family within the tourism and sports industry.

Being in Fort Lauderdale this year was especially emotional. It was truly a full-circle moment.

Twenty-four years ago, I was a high school intern at the Greater Fort Lauderdale Convention & Visitors Bureau with big dreams, endless passion, and many uncertainties about what the future could hold as a young immigrant who came to the United States at four years old.

What I could have never imagined then was that 24 years later, I would return to this very destination as the Official Sports & Tourism Ambassador for the U.S. Travel Association and IPW 2026 while celebrating the 5th anniversary of IPW Sports.

This year reminded me of something incredibly powerful:

True partnerships are revealed during challenging times.

I have always believed:

You do not discover your true friends at the party where everyone shows up.
You discover them in the hospital, when people choose to stand beside you during difficult moments.

While there continue to be concerns surrounding global tourism and international visitation to the United States, what moved me deeply was seeing buyers, media, and partners from more than 60 countries still show up because they believe in the power of connection, opportunity, and the future of travel to the United States.

Clients from Argentina, Colombia, Germany, France, the United Kingdom, Italy, and so many other parts of the world arrived with open hearts and a willingness to continue building bridges.

That was powerful.
That was meaningful.
That was hope.

Ironically, while staying at the Omni Fort Lauderdale Hotel, I came across a simple message connected to a recycling initiative:

“It takes all of us to make a difference.”

And that became my reflection from this past week.

Together, we create change.
Together, we overcome obstacles.
Together, we open doors to opportunities we may have never imagined possible.

To every client who has trusted GTSE with their business…
To every partner who has allowed us to represent their vision…
To every company that continues believing in the power of sports tourism…

Thank you.

From the bottom of my heart, thank you.

Because miracles happen when hope, friendship, resilience, and relationships come together.

I have always believed:

You cannot witness a miracle without first facing an obstacle.

Yes, there are challenges ahead.
But together, we will overcome them.

Now more than ever, sports tourism matters because sports is the universal language that unites humanity.

It bridges cultures.
It creates belonging.
It brings people together when the world needs connection the most.

I also want to thank the U.S. Travel Association and the entire IPW team for having the courage to think differently, evolve, and continue innovating.

Change is not always easy.
But change is necessary.

If we fail to adapt, we risk becoming the next Kodak or the next Blockbuster.

Growth requires courage.
Innovation requires vision.
Transformation requires trust.

As I left IPW 2026, my heart was filled with gratitude, hope, and belief for what lies ahead.

I truly believe that 2026 will be filled with new miracles, meaningful opportunities, and beautiful partnerships that will help shape an extraordinary future for our industry.

To every international buyer, media outlet, partner, and friend who attended IPW:

Thank you for believing.
Thank you for showing up.
Thank you for reminding us all that together, we truly make a difference.


With love and gratitude,


Luisa