From Europe to Asia, tourists are skipping the US — here's what's driving the decline

In 2025, international tourists are giving the United States a pass — and it’s not just about the dollar. From sharp rhetoric to stricter policies, the country’s image as a welcoming travel destination is taking a serious hit. Recent reports show a troubling trend: global travel to the US is down over 5% this year, with a potential $64 billion hit to the tourism industry if the trend continues.

The dip comes at a time when most countries are seeing a rebound in post-pandemic tourism.

So what’s going wrong in America?Experts opine that there are several factors playing their role in this, but topping the list are trade tensions, unpredictable visa policies, and the Donald Trump administration’s revived hardline stance on immigration and social issues. These elements are making international travellers — especially from Europe, Asia, and Latin America — think twice before booking a trip to the US. Take Canada, for example. A long-standing tourism ally, the country has seen a 23% drop in visitors to the US in February 2025 alone. That’s not just a coincidence. After the Trump administration reinstated tariffs on Canadian aluminum and steel, Canadian leaders responded by urging citizens to “vacation at home.” Travel data shows the message landed — air bookings to the US from Canada for the summer are down a massive 70%.


Across the Atlantic, travelers in Europe are having similar second thoughts. In a December 2024 survey, more than one-third of respondents from 16 countries in Europe and Asia said they were less likely to visit the US under current leadership. The reasons? Concerns about border scrutiny, inconsistent visa processing, and a feeling that the country no longer feels as safe or inclusive as it once did.

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Tourism officials in the US are sounding the alarm. Major cities like New York, Los Angeles, and Orlando — which rely heavily on international travel — are already reporting dips in hotel bookings and attraction visits. In New York City alone, nearly 13 million foreign visitors came in 2024. That number is expected to shrink noticeably this year.

There’s also a ripple effect. Tourism supports over 9 million jobs in the US, and when international footfall slows down, the consequences spread to airlines, restaurants, retail, and small businesses in gateway cities.

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Industry leaders say restoring trust and appeal won’t be easy. The US Travel Association is pushing for efforts to streamline visa processes and rebuild the country's global image. But in the current political climate, many travelers are opting for alternatives — countries that are not just easier to enter, but feel more welcoming too.

Unless there’s a course correction, tourism insiders warn that the US may take years to recover to pre-2019 international arrival numbers.

For now, the message from the world is clear: travellers are watching — and they're planning their trips even more carefully now, given the uncertainty.