The U.S. is witnessing a travel slump despite global travel showing growth.
The United States remains the largest travel market in the world and retained its position in 2025. However, it is losing ground. Last year, the U.S. experienced a slump in visitor numbers and international spending, driven in part by Canadians choosing to stay away. This has cost the country billions of dollars in revenue, and if the downward trend continues, it could lose its top position to China.
Several reports indicate the U.S. is losing international visitors. According to a new assessment by the World Travel & Tourism Council, 80 million more people traveled internationally in 2025 compared with 2024, making it a bumper year for global travel. However, the U.S. did not benefit from the increase. Visitor numbers dropped by 5.5%, and international spending fell to $176 billion from $184 billion.
Canadian travelers have turned away from the U.S. in large numbers. There were 4.2 million fewer Canadians crossing the border in 2025, discouraged by the Trump administration’s tariff policies and comments about making Canada the 51st state. Visitors from Germany, India, and France have also declined significantly. As a region, North America saw just 1% growth, compared with global tourism growth of 4.1%.
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It has not helped that several countries updated their travel advisories for the U.S. last year, adding warnings about anti-LGBTQ+ policies and stricter border scrutiny. Tourists have reportedly been detained and deported, and the U.S. is considering expanding reviews of visitors’ social media history. Policies like these have made travelers wary, with more choosing alternative destinations.
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In contrast, China is gaining ground. In 2025, international visitor spending there rose 10.5% to $135 billion. The report notes that the world’s second-largest tourism market is closing the gap, while the Asia-Pacific region is the fastest-growing globally.
The report also highlights that the U.S. remains the largest travel and tourism market in the world, contributing $2.63 trillion to global GDP. However, it must improve its image and position itself as a more welcoming destination.
Gloria Guevara, president of the WTTC, said, “To avoid losing its leadership position, the U.S. must invest in promoting its attractiveness, both in international markets and during the summer of football; change perception and position the U.S. as a welcoming destination; and grow international visitor spend, encouraging stopovers and new experiences.”
The report adds that the country is at a crossroads. With the right actions, it could restore visitor spending, sustain job creation, and strengthen its global position as competition intensifies from the Asia-Pacific. The FIFA World Cup presents a major opportunity to showcase the U.S. as a top travel destination and is expected to draw 1.24 million visitors.
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Meanwhile, White House Deputy Press Secretary Anna Kelly rejected claims that the U.S. has an image problem. “President Trump has done more for American tourism than anyone, including by making our cities safe and beautiful again for all to enjoy and bringing major events like the Los Angeles Olympics and FIFA World Cup to the United States,” she told The Independent.
