Emotional resistance reshapes U.S. travel demand

Fear, anger, and sadness now shape how many travelers view the U.S., signaling a reputational decline beyond economics

The United States, once seen as the world’s premium destination for culture, beauty, openness, and possibility, is losing its long-held tourism advantage. Political polarization, affordability pressures, and shifting global sentiment are discouraging both leisure visitors and major tourism markets from returning. International arrivals and spending are declining just as the U.S. prepares to host the 2026 World Cup, creating an unprecedented reputational and economic challenge. Rebuilding trust and broad accessibility will require more than marketing — it will require a fundamental improvement in both perception and policy.

Key takeaways

• Political sentiment as a travel barrier: Nearly half of surveyed international travelers report they are less likely to visit the U.S. due to politics, with negative sentiment especially strong in Canada and Germany.
• Emotional resistance to travel: Fear, anger, and sadness drive a significant share of emotional reactions toward U.S. travel, signaling a deeper reputational shift beyond economic concerns.
• Inbound tourism contraction: International arrivals are expected to fall by more than 6% in 2025, and spending will decline, making the U.S. the only major tourism economy registering a contraction.
• Affordability concerns intensify: High travel costs, destination and resort fees, and expensive everyday spending make the U.S. one of the least affordable destinations in the developed world.
• A market tilting toward the wealthy: Lower- and middle-income international travelers are reducing intent dramatically, while affluent visitors remain more resilient, creating a narrower and less diverse inbound market.
• World Cup risks and logistics: Host-country collaboration could be undermined by strained relations, slow visa processing, and negative sentiment from key North American neighbors, weakening expected tourism benefits.
• Travel substitution effects: Travelers are increasingly choosing Canada, Europe, and Mexico as safer, more affordable, and more welcoming alternatives, eroding the U.S.’s historic position as the world’s default destination.
• Long-term trust deficit: Even if political conditions change, rebuilding confidence, affordability, and openness will take time, consistency, and policy improvements beyond promotional messaging.

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