By Judy Obae
- International visits to the U.S. dropped 14% in March 2025 compared to last year
- Ongoing declines could cost the U.S. travel industry at least $12.5B this year
The allure of the United States as a top global destination is beginning to fade. New data shows that international visits to the U.S. fell by 14% in March 2025 compared to the same month in 2024. Tourists from Canada, Western Europe, Asia, and South America are staying away in growing numbers. Behind this trend lies a complex web of safety concerns, political unease, and travel-related red tape.
Why This Matters: For decades, the U.S. has been one of the most sought-after destinations for international travelers, with millions visiting iconic cities, national parks, and cultural landmarks each year. But in 2025, that narrative is shifting. Recent reports suggest a steep decline in foreign visitors, particularly from high-value markets like Canada and Europe. Several factors are fueling the downturn. Political tensions, including stricter immigration policies and rhetoric that some perceive as hostile, are giving potential visitors pause. Safety concerns ranging from rising gun violence headlines to high-profile detentions of tourists, are also reshaping perceptions of the U.S. as a vacation destination. On top of that, long visa wait times and complex entry requirements make the process of visiting more daunting than ever.
According to the World Travel & Tourism Council (WTTC), this dip could lead to a $12.5 billion loss in international travel spending this year. Meanwhile, countries like China are making it easier for tourists to visit by relaxing visa rules and promoting a welcoming image. The contrast is stark: while others roll out the red carpet, the U.S. appears to be tightening its borders. As international visitors reconsider their travel plans, the broader impact ripples through the American economy. From hotels to airlines to local businesses, many sectors tied to tourism could face significant setbacks.
What’s Next: Despite the current slump, there’s still long-term optimism. The U.S. travel and tourism industry is projected to grow to $1.46 trillion by 2028, driven by domestic resilience and major global events like the FIFA World Cup and the Olympics. But to fully realize that growth, industry leaders and policymakers must address the barriers turning international visitors away. Restoring a sense of safety, simplifying visa access, and improving the nation’s global image will be key. The welcome mat needs to be rolled back out, before it is too late.
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