U.S. tourism downturn deepens

Political tensions, visa hurdles and perception challenges weigh on America’s global appeal

The United States was the only major global destination to record a decline in international visitors last year, with the downturn continuing into early 2026. Industry data shows millions fewer travelers arriving, translating into billions in lost economic impact. Stricter border enforcement, new visa fees and heightened social media vetting are cited as contributing factors, alongside broader political uncertainty. While major events such as the FIFA World Cup may provide a temporary boost, analysts warn that structural headwinds remain.

Key takeaways

• International arrivals in decline: The U.S. recorded a 6 percent drop in foreign visitors last year, with January arrivals down 4.8 percent year over year, making it the only major destination to see contraction.
• Canadian market slump: Canadian visitation fell sharply, down 28 percent in January compared to 2024, significantly impacting states such as Florida that rely heavily on winter travelers.
• Policy and border measures: New visa integrity fees, expanded entry bans and increased electronic device and social media screening have raised concerns among prospective travelers and industry stakeholders.
• Economic consequences: The absence of an estimated 11 million international visitors represents billions of dollars in lost spending for airlines, hotels, attractions and local economies.
• Airline and booking signals: Forward-looking data shows double-digit declines in summer bookings from Europe, particularly from Germany and France, suggesting continued weakness.
• Event-driven recovery uncertain: While the FIFA World Cup and other major national celebrations could stimulate inbound travel, projections indicate only modest growth that would not fully offset recent losses.
• Perception and pricing factors: Industry voices note that political headlines, perceived unwelcoming policies and rising travel costs are reshaping traveler sentiment, even in traditionally strong markets like the United Kingdom.

Source: The New York Times

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