In 2025, a coalition of U.S. states, including New Hampshire, Washington, Montana, Colorado, California, Florida, Nevada, and Washington D.C., is grappling with a significant decline in international tourism.
This downturn is largely attributed to increased visa complications, safety concerns, and geopolitical tensions that have prompted travelers from Canada and Europe to reconsider visits to the United States.
The repercussions of this trend are dire, jeopardizing local economies, diminishing job opportunities, and hindering the ongoing recovery of the tourism sector, which was still recovering from the impact of COVID-19.
New Hampshire, while not typically recognized as a major tourism hub compared to larger states, finds itself particularly vulnerable.
Relying heavily on cross-border travel, especially from Canadian provinces like Quebec and Ontario, the state has started to see alarming signs with reduced advanced bookings and fewer inquiries from international tourists.
The hospitality sector in New Hampshire is bracing for the ripple effects of this decline, which could manifest in lower hotel occupancy rates and diminished activity in restaurants and popular destinations such as the White Mountains and Lake Winnipesaukee.
Similar trends are evident across other states.
In Washington, tourism-dependent businesses in Seattle are experiencing a significant drop in travelers from Europe and Canada, with bookings from countries like Germany, the UK, and Scandinavia on the decline.
Industry experts attribute this slump to stringent U.S. border policies and concerns regarding the treatment of travelers, leading to decreased attendance at hotels, museums, and regional festivals.
Montana, which has historically enjoyed a large influx of visitors from Alberta, Canada, is facing similar challenges.
Recent reports indicate a staggering 71% drop in hotel bookings from Canadian tourists, along with a 36% decrease in spending in Kalispell in February alone.
Traffic through the Roosville border crossing has also declined by 26%, significantly impacting local economies, including ski resorts and retail businesses in border areas.
In Colorado, famed for its international ski tourism, the sector has chilled as resorts in Aspen, Vail, and Breckenridge note falling European bookings.
The ski industry, which typically bolsters itself with high-spending international visitors during peak seasons, is now redirecting its marketing campaigns towards domestic travelers in light of delayed visa processing and rising airfare costs.
California, once a tourism powerhouse, is now forecasting a 0.7% overall drop in trips for 2025, a stark contrast to its previous position at the forefront of the post-pandemic tourism surge.
International travel spending, which had contributed a hefty $26 billion in 2024, is expected to decrease by more than 9% this year due to issues such as increased visa scrutiny, diminishing air connectivity, and safety advisories from European governments.
To combat this trend, California is reallocating a staggering 79% of its tourism marketing budget to engage domestic audiences, thereby placing emphasis on local recovery over dwindling international interest.
Florida has also struggled, remaining approximately 20% below its pre-COVID international tourism levels.
While the state has reported slight increases in Canadian air arrivals, it faces ongoing challenges with the “snowbird” population during winter months, as factors such as rising health insurance costs and alterations in long-stay visa rules take a toll.
In response, VISIT FLORIDA is amplifying its outreach to Latin America to diversify its visitor portfolio.
Las Vegas, a global entertainment icon, is not exempt from this downturn either, seeing an overall visitation drop of 7% in the first quarter of 2025.
This includes a notable 12% fall in February alone, compounded by a 20% decline in convention attendance and a drop in international gaming revenues, as fewer European and Canadian tourists arrive.
Concerns are also arising regarding diminished transatlantic air service, which is critical for supporting the convention industry.
In Washington D.C., political and reputational issues have prompted a decline in international visitors and group tours, with travel operators citing political polarization and visa delays as major deterrents.
In response to these challenges, D.C. tourism officials are attempting to rebrand the city as a more inviting hub for history, education, and inclusivity.
The national tourism landscape is facing a formidable crossroad.
The World Travel & Tourism Council (WTTC) projects that the U.S. will experience a $12.5 billion loss in international travel spending in 2025, representing a 7% decrease year-over-year.
Moreover, the U.S. Travel Association cautions that a 10% drop in Canadian visitation alone could lead to a staggering loss of $2.1 billion in economic output and the potential elimination of 14,000 jobs.
Travel stakeholders across the nation are reporting disappointing hotel occupancy rates, underperforming flight arrivals, and lower expenditure levels at cultural and historic venues.
The implications are vast and multifaceted, extending beyond leisure tourism; international travel supports tens of thousands of jobs, generates essential tax revenue, and invigorates economies from rural regions to urban centers.
The downturn can be traced to three collective factors: visa barriers, safety fears, and political tensions.
Visa complications, including longer wait times and inconsistent approval processes, are deterring international travelers.
Many European tourists report delays extending beyond six months for standard tourist visas, making the U.S. a less attractive destination.
Safety concerns have escalated as global attention on issues such as gun violence and social unrest in the U.S. prompts caution among prospective travelers.
European governments, such as those from Germany, France, Belgium, and the Netherlands, have notably updated their travel advisories warning citizens about possible risks associated with traveling to the U.S.
Meanwhile, political issues surrounding immigration and border control have eroded the U.S.’s image as a welcoming travel destination.
The resulting climate of uncertainty has directed tourists toward more stable destinations perceived as safer and more hospitable, such as Canada and several EU nations.
As U.S. states pivot to reclaim lost international visitors, many are prioritizing domestic markets instead.
California is investing 79% of its tourism budget to capture the attention of U.S. residents, while New York is championing campaigns centered on cultural inclusiveness and safety.
Florida is zeroing in on Central and South American travelers to diversify its audience.
Similarly, New Hampshire and Colorado are embracing regional tourism initiatives to attract visitors from neighboring states and border cities.
Although there are strategic efforts underway to mitigate the losses, they are unlikely to recapture the full economic impact of international travelers, who traditionally spend more and enjoy longer stays.
As New Hampshire aligns itself with a growing number of states confronting a significant downturn in tourism, this is not merely an isolated issue but part of a broader national trend.
Without addressing diplomatic relationships, streamlining visa processes, and enhancing safety perceptions, the U.S. tourism industry may face a prolonged downturn that could undo years of economic recovery and growth.
The heartbeat of American tourism is slowing, and the possibility of reversing this trend relies on continued collaboration, federal reforms, and a renewed commitment to promoting a welcoming atmosphere for international travelers.
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