The United States is witnessing a significant downturn in its tourism industry as international travelers from key countries such as Canada, the UK, Mexico, China, Brazil, France, Japan, and South Korea increasingly cancel their travel plans. The decline is fueled by a mix of rising geopolitical tensions, controversial American policies, and changing global circumstances. Trade disputes, divisive political rhetoric, and heightened concerns over border issues have collectively driven foreign visitors to consider other destinations, leading to a major slump in international tourism that may signal a long-term shift away from the U.S.
Once considered a premier global travel destination, the U.S. is now struggling to attract tourists from traditionally strong markets. Visitors from countries such as Canada, the UK, and Mexico are pulling back, and interest from nations like China, Brazil, France, Japan, and South Korea is also declining. Experts believe this could mark the beginning of a sustained downturn in the nation’s tourism sector.
For individuals like Olja Ivanic, the shift in travel sentiment is personal. She had been looking forward to hosting her cousins from Sweden in Colorado for a hiking trip in the Rocky Mountains and visits to Los Angeles and San Francisco. However, those plans were scrapped after a controversial February meeting between President Donald Trump and Ukrainian President Volodymyr Zelenskyy. The fallout from the meeting led Ivanic’s relatives to opt for a European vacation instead. Their decision reflects a larger pattern emerging across international markets.
The most recent data from the National Travel and Tourism Office (NTTO) paints a troubling picture. In March 2025, international arrivals to the U.S. fell by 11.6% compared to the same month in 2024. Overall, in the first quarter of 2025, there was a 3.3% decrease in overseas visitors. Particularly alarming is the 23% drop in air travel from Mexico. While Canada remains the top source of foreign tourists to the U.S., even this reliable market is now showing signs of weakening.
Tourism Economics, a firm that had previously projected a 9% growth in foreign tourism to the U.S. for 2025, has now reversed its outlook. The revised forecast expects a 9.4% drop instead. This dramatic revision reflects the increasing influence of U.S. political and diplomatic challenges on international travel decisions.
Canada, once a dependable source of American-bound tourists, is demonstrating growing dissatisfaction with the U.S. government. Canadian frustrations stem from President Trump’s repeated remarks suggesting Canada should become the 51st state and the imposition of economic tariffs. These sentiments are showing up in travel patterns. According to Flight Centre Travel Group Canada, there was a 40% drop in leisure travel bookings to the U.S. in March 2025 compared to March 2024. Even Air Canada has had to cut back on flights to major U.S. destinations such as Florida, Las Vegas, and Arizona due to declining demand.
Meanwhile, interest in U.S. travel is also waning across Europe. Countries like Germany, France, and Italy are showing less enthusiasm for visiting the U.S. Early data from 2025 indicates that tourist interest from Germany and France is decreasing, while Italy has seen a minor dip as well. Although the UK experienced a slight rise in interest in March, European engagement with American destinations overall remains weak.
Asian markets are also contributing to the downward trend. Brazilian bookings to the U.S. decreased by 15% between February and March 2025. Japan, a country that traditionally sends large numbers of tourists to the U.S., is also seeing declining interest. While South Korea has reported an increase in flight searches and bookings to the U.S., this positive movement has not been enough to offset the losses from other major Asian markets.
Economic conditions are further influencing travelers’ choices. The Canadian dollar’s weakness relative to the U.S. dollar is encouraging Canadians to choose domestic travel over more expensive cross-border trips. Airports across Canada are seeing fewer passengers boarding flights to the U.S. as this economic reality shapes travel behavior. This pattern is repeating in other regions, where domestic alternatives are gaining preference over American vacations.
Despite some renewed curiosity from Chinese travelers, with booking data hinting at a slight uptick in demand for U.S. trips, it remains uncertain whether this interest will last throughout the year. Broader international dynamics could quickly reverse any gains in this market as well.
From January to March 2025, the total number of international visitors to the U.S. reached 7.1 million, down by 3.3% from the same period in 2024. The March 2025 figures are even more concerning, with overseas visits dropping by 11.6% compared to the same month in the previous year.
Multiple factors are responsible for this ongoing decline. Rising geopolitical tensions and policy shifts in the U.S. have created an environment of uncertainty and unease among international travelers. As political instability intensifies, more tourists are opting for destinations perceived as safer and more welcoming.
European countries, especially Germany, France, and the UK, are showing clear signs of reduced interest in U.S. travel. Similarly, bookings and travel inquiries from Brazil, Japan, and South Korea have also dropped significantly. Although South Korea remains somewhat of an outlier with a recent increase, this is not enough to counterbalance the overall downturn.
Many foreign travelers are also reacting to President Trump’s often inflammatory political rhetoric and hardline trade policies. The imposition of tariffs, the tightening of border security, and reports of tourists being detained at U.S. entry points have raised alarm. These developments have led people from several countries to reevaluate their travel options. “From President Trump’s frequent calls for Canada to become the 51st state to the imposition of tariffs, Canadian travelers are becoming increasingly disillusioned with visiting the U.S.,” the article notes.
As the summer travel season approaches, the U.S. tourism industry faces an uncertain future. With fewer tourists planning trips to the United States, the implications for hotels, airlines, and local economies dependent on foreign visitors are substantial. A combination of diplomatic issues, economic challenges, and political missteps is reshaping global travel preferences and pushing travelers to consider alternative destinations.
Tourists are increasingly drawn to locations that promise stability and hospitality, both of which appear to be lacking in the U.S. in the current geopolitical climate. The rapid decline in foreign interest is not just a short-term blip but could reflect a more permanent change in how global travelers view the United States.
With so many once-reliable markets now turning away from American destinations, the outlook for U.S. tourism is grim. “U.S. tourism is in freefall as travelers from key markets, including Canada, the UK, and Mexico, abandon plans due to rising political tensions, trade disputes, and concerns over U.S. leadership and border security,” the report highlights.
Looking ahead, the U.S. tourism sector will need to do more than adjust marketing strategies. It will require a broader reassessment of the political and diplomatic narratives that are discouraging potential visitors. While economic incentives may bring some travelers back, the deeper challenge lies in rebuilding international goodwill.
Whether the United States can once again reclaim its reputation as a top travel destination remains to be seen. For now, the industry faces a tough road ahead, marked by uncertainty, reputational damage, and a clear decline in global traveler interest.