Tourism losses in the United States, which had been anticipated since President Donald Trump took office, have now materialized during the peak summer season.
While domestic travel remains relatively stable, there is a stark decline in international visitors, particularly from neighboring countries like Canada and Mexico, as well as from Western Europe.
Dulani Porter, an executive vice president with Spark, noted that international travel to the U.S. is down by 20 percent in some markets.
“It’s all sectors,” Porter stated, highlighting that while Americans are still traveling domestically, international visitors are noticeably absent.
Tourism Economics released new research indicating a significant drop in visitation from Canada and a decrease of nearly 6 percent from Western European countries.
They expect international visitor spending to plummet by $8.5 billion this year, a concerning figure for the industry.
According to Aran Ryan, director of industry studies at Tourism Economics, factors such as President Trump’s administration’s trade policies and media coverage of border security issues have contributed to this bleak outlook.
Recent months have seen multiple countries update their travel advisories for the United States.
For instance, Australia cited concerns over gun violence and unpredictable immigration policies, while Germany and other European nations highlighted issues related to U.S. gender policies that could affect travelers using nonbinary identifiers.
The U.K. Foreign Office has also warned travelers about the risks of minor mistakes during entry leading to detention or deportation.
High-profile incidents involving detained passengers have exacerbated these concerns, as illustrated by reports of a Canadian actor and a British tourist facing long detentions due to visa mix-ups.
In the music industry, these anxieties are translating into canceled tours, with bands like Yelle deciding against performing in the U.S. due to fears stemming from current immigration policies and attitudes toward freedom of expression.
The band expressed their worries on social media, reflecting a sentiment shared by many who might otherwise choose the U.S. as a travel destination.
Despite these warnings, the White House has dismissed the concerns, with press secretary Karoline Leavitt asserting that the U.S. is safer than ever.
However, new fees have been introduced for tourists, further complicating their visit to the United States.
The fees for the Electronic System for Travel Authorization and Visa Waiver countries have significantly increased, which critics argue will discourage potential visitors at a time when they are already apprehensive about the travel experience.
Geoff Freeman, president of the U.S. Travel Association, expressed frustration over the lack of reinvestment in improving the visitor experience.
As a result, the appeal of the United States as a vacation destination continues to wane, particularly among international travelers.
A survey conducted by Skift across Canada, Germany, India, Mexico, and the U.K. indicated a marked decline in interest among residents from these countries, with only those from India expressing a greater likelihood of visiting.
Responses from Canadian residents were particularly revealing, with a significant portion expressing decreased willingness to travel to the U.S.
In areas like New England, the anecdotal evidence of declining tourism is evident, especially in popular summer destinations that typically see a surge of Canadian visitors.
Wright from Jay Peak noted that several loyal Canadian customers have not renewed their season passes, citing discomfort with the current U.S. administration’s attitude.
Many travelers feel that the administration’s policies challenge their national identity and sovereignty, leading to a desire to respond by staying away from the U.S.
The World Travel and Tourism Council has projected that the loss of international tourism to the U.S. could amount to $12.5 billion, a staggering figure that underscores the seriousness of the situation.
Julia Simpson, CEO of the council, warned that the U.S., despite being the largest travel and tourism economy, is moving in the wrong direction while other nations are more welcoming to international travelers.
This urgency is further compounded by cuts to marketing budgets that promote the U.S. as a travel destination.
Part of President Trump’s significant budget cuts to tourism marketing has been a radical decrease in funding for Brand USA, a national agency tasked with promoting tourism.
Despite reduced funding, Brand USA plans to launch marketing campaigns aimed at restoring the country’s image as a travel destination.
Chris Heywood, a representative of Brand USA, remained hopeful for better prospects in the tourism sector by 2026 due to significant upcoming events, including the World Cup and the U.S. semiquincentennial.
Yet, as of now, the travel industry continues to face substantial losses, with projections estimating Trump-related tourism losses could reach $43 billion by 2025.
Particularly within the age groups of 18 to 24 and over 65, a notable number of international travelers cite President Trump as a deterrent from visiting the U.S.
The long-term repercussions of these losses may not just be financial but also impact the goodwill toward the United States, as many potential visitors express strong sentiments about avoiding the country.
As travelers in various countries weigh the risks associated with visiting the U.S., the overarching sentiment is one of concern and hesitation.
In Perth, Nigel Goodman has vowed not to set foot in the U.S. until the current administration changes.
Meanwhile, in Spain, Maria García articulated a common apprehension, stating that vacations shouldn’t come with any risks, a feeling echoed by many from around the world contemplating a trip to the U.S.
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