The United States is witnessing a significant decline in international tourism, particularly from Western Europe. This downturn is attributed to President Donald Trump’s stringent immigration policies, expansive tariffs, and nationalist rhetoric, which have collectively created an unwelcoming atmosphere for foreign visitors.
According to the U.S. National Travel and Tourism Office, the number of visitors from Western Europe dropped by 17% in March compared to the same month in the previous year. Although there was a 12% rebound in April, the overall trend indicates a growing reluctance among Europeans to visit the U.S.
Germany, traditionally a strong source of U.S. tourism, experienced a 28% decrease in visitors in March, with only a partial recovery of 14% in April. The German Travel Association (DRV) noted that the timing of Easter holidays may have influenced these figures, but also reported an increase in inquiries about U.S. entry requirements, reflecting heightened concerns among potential travelers.
Individual travelers have expressed unease about visiting the U.S. under the current administration. Raphael Gruber, a 60-year-old German doctor, who has vacationed in Cape Cod annually since 2018, remarked, “The country I knew no longer exists.” He cited invasive electronic checks at U.S. borders and a general sense of suspicion towards foreigners as reasons for his apprehension.
Similarly, Matt Reay, a 35-year-old history teacher from Northamptonshire, England, decided to forgo his plans to visit the U.S., opting instead for South America. He felt “insulted” by Trump’s tariffs on British exports and derogatory comments made by Vice President JD Vance about Britain. Reay also criticized Trump’s public belittling of Ukrainian President Volodymyr Zelensky during a White House visit in February, describing it as “outrageous.”
The decline in European tourists is part of a broader trend affecting the U.S. tourism industry. The World Travel and Tourism Council (WTTC) projects a 7% decrease in foreign travel spending in the U.S. for 2025, amounting to a $12.5 billion reduction. This downturn is attributed to the strong U.S. dollar, making travel more expensive, and political concerns related to Trump’s policies.
Tourism Economics, an industry research firm, revised its forecast for international arrivals to the U.S., predicting a 9.4% decline instead of the previously anticipated 9% growth. The firm cited political tensions and stricter border controls as key deterrents for potential visitors.
Airlines and travel agencies are experiencing the effects of decreased demand. Virgin Atlantic reported a drop in bookings to U.S. destinations, leading to discounted fares on transatlantic routes. Despite these efforts, interest in U.S. holidays has declined by 36% since January compared to the previous year. In contrast, searches for travel to Canada have surged by 221%, indicating a shift in traveler preferences.
The decline in international tourism has broader implications for the U.S. economy. Foreign visitors contribute significantly to the tourism sector, and their reduced spending affects local businesses, especially in cities heavily reliant on tourism like New York and Las Vegas. New York City has already adjusted its 2025 tourism forecast, anticipating three million fewer visitors.
The U.S. Travel Association warns that the country now faces a $50 billion travel trade deficit, emphasizing the need for a strategic plan to attract international tourists, especially with major events like the 2026 World Cup and the Los Angeles Olympics on the horizon.
President Trump’s immigration policies, tariffs, and nationalist rhetoric are having a tangible impact on international tourism, particularly from Europe. Personal accounts of travelers feeling unwelcome, coupled with significant declines in visitor numbers and spending, underscore the need for the U.S. to reassess its approach to foreign relations and tourism. Without proactive measures to address these concerns, the U.S. risks further economic losses and a diminished reputation as a welcoming destination for global travelers.
