The United States ranks among the top three most visited countries worldwide.
Major cities like San Francisco, New York, and Chicago, along with national parks such as Yosemite, have drawn international tourists for decades. Coupled with its status as a global business hub, the country attracted 66.5 million visitors in 2023, with projections for 2024 expected to surpass that figure.
However, recent developments indicate that the tourism landscape in 2025 may not be as robust. The reelection of Donald Trump as U.S. president and the resulting shifts in foreign relations and internal cultural dynamics are influencing global perceptions of the U.S. These changing attitudes appear to be impacting international tourists’ willingness to visit the country.
A report from research firm Tourism Economics suggests that inbound travel to the U.S. is now expected to drop by 5.5% this year, rather than grow by nearly 9% as earlier anticipated. If trade disputes and tariff escalations continue, the decline in international tourism could lead to an annual loss of approximately $18 billion (£13.8 billion) in tourist spending by 2025.
There is already evidence of cancellations. Following Trump’s announcement of a 25% tariff on several Canadian goods, cross-border travel from Canada—America’s largest source of international visitors—has declined sharply. At certain border crossings, the number of Canadians entering the U.S. by car has fallen by as much as 45% on some days compared to the previous year. Additionally, Air Canada has reduced flights to some U.S. holiday destinations, including Las Vegas, starting in March due to waning demand.
A March survey conducted by Canadian market research firm Leger found that 36% of Canadians who had planned U.S. trips had already canceled them. Data from aviation analytics firm OAG shows that passenger bookings on flights between Canada and the U.S. have dropped by over 70% compared to the same period last year. The U.S. Travel Association had previously warned that even a 10% reduction in Canadian inbound tourism could result in a $2.1 billion (£1.6 billion) loss in spending and put 140,000 hospitality jobs at risk.
Some travelers have expressed concerns over an increasingly unwelcoming political climate in the U.S., citing harsh rhetoric against foreigners, migrants, and the LGBTQ+ community. The Tourism Economics report also pointed to “polarizing Trump Administration policies and rhetoric” as a factor behind rising travel cancellations.
Western European travelers, who accounted for 37% of overseas visitors to the U.S. last year, may also reconsider their travel plans due to multiple factors. These include rising costs driven by U.S. tariffs and the administration’s perceived alignment with Russia in the Ukraine conflict.
A YouGov survey conducted in March found that Western European sentiment toward the U.S. has worsened since Trump’s reelection in November. More than half of respondents in the UK (53%), Germany (56%), Sweden (63%), and Denmark (74%) now hold unfavorable views of the U.S. In five of the seven countries surveyed, U.S. favorability ratings have hit their lowest levels since polling began in November 2016.
Additionally, a series of incidents involving foreign travelers at U.S. borders has raised further concerns. In March, a British woman was detained for more than ten days by U.S. Customs Enforcement due to a visa issue. That same month, a Canadian tourist attempting to renew her visa at the U.S.-Mexico border was detained for 12 days, held in overcrowded jail cells, and even placed in chains.
Mexico, the U.S.’s second-largest inbound travel market, is also experiencing changes. Tourism Economics warns that recent border enforcement policies could discourage potential Mexican tourists. During Trump’s first presidency, visits from Mexico to the U.S. declined by 3%. In February of this year, air travel from Mexico to the U.S. was already down 6% compared to 2024.
In response to these developments, several countries, including Canada, have updated their travel advisories for the U.S. On March 15, the UK Foreign and Commonwealth Office revised its guidance, warning that visitors “may be liable to arrest or detention if you break the rules.” This warning was absent from the February version of the advisory. Similarly, Germany has updated its travel guidance after multiple German travelers were detained for weeks by U.S. border officials.
Several European nations, including France, Germany, Denmark, and Norway, have issued specific warnings to transgender and non-binary travelers. The U.S. government now requires visa applicants to declare their sex assigned at birth, and it has halted the issuance of passports with an “X” marker, which is commonly used by non-binary individuals.
As cancellations mount, alternative destinations are benefiting. Hotels in Bermuda have reported a surge in inquiries, as Canadians divert both business and leisure trips away from the U.S. Some industry analysts predict a 20% revenue increase from Canadian visitors.
Europe has also seen a rise in Canadian tourists, with rental property bookings for the summer increasing by 32% compared to last year.
There are growing concerns that visa restrictions and entry delays could affect international participation in major sporting events. The 2026 FIFA World Cup, which will be hosted in the U.S., Canada, and Mexico, may face disruptions. Visitors from certain nations, including Brazil, Turkey, and Colombia, could experience visa wait times of up to 700 days. The International Olympic Committee has also raised concerns about the 2028 Los Angeles Olympics, though U.S. officials have maintained that “America will be open.”
With increasing visa delays, stricter border controls, and growing concerns over human rights and political rhetoric, the U.S. risks diminishing its appeal as a top travel destination. If these trends persist, the long-term effects on its tourism industry could be difficult to reverse.
