Why No One is Visiting America Anymore

The United States is experiencing a significant decline in international and domestic tourism, attributed to deteriorating foreign sentiment, severe cuts to tourism marketing, escalating hidden costs, and heightened border security concerns, alongside a struggling domestic economy.

• U.S. international tourism is plummeting due to negative foreign sentiment and severe budget cuts to national marketing.

• Hidden fees, complex visa regulations, and evolving tipping culture are making U.S. travel excessively expensive and frustrating for visitors.

• Domestic tourism is shifting towards shorter, cheaper trips as American consumer confidence declines and political divisions influence travel choices.

The United States, once a top global travel destination, is now facing an 8% plunge in tourism revenue, representing a $28.5 billion loss from initial projections. This decline is driven by various factors, including a sharp drop in Canadian visitors due to negative sentiment, the gutting of federal tourism marketing, and an increase in confusing and expensive fees. Furthermore, domestic tourism is shifting towards shorter, budget-conscious trips as consumer confidence plummets, painting a bleak picture for the future of US travel.

Declining International Visits

• 00:00:06 The United States, previously the third most visited country, is now experiencing a significant downturn in international visitors and is the only nation projected to see a decline in tourism revenue. Forecasts flipped from a 9% surge to an 8% plunge, resulting in a potential loss of $28.5 billion. The steepest decreases are from Canada, Western Europe, and Asia, with Canadian inbound visits down 25%, despite a weak dollar that should otherwise make the US an attractive destination for European travelers.

Negative Canadian Sentiment

• 00:02:10 Canadian tourism to the U.S. has seen the biggest freefall, with a 25% drop in visits, largely due to escalating 'sentiment headwinds' and a tariff war in 2025. Pew Research Center data from July 2025 indicates that 64% of Canadians hold an unfavorable view of the U.S., the lowest since 2002, with 59% considering the U.S. a top threat to their country. This negative sentiment is diverting Canadian travelers to destinations like Mexico and the Caribbean, bypassing the U.S. entirely.

Cuts to Tourism Marketing & Fees

• 00:04:12 Federal funding for Brand USA, the national destination marketing organization, was cut by 80% in July 2025, leading to staff layoffs and devastating long-term consequences for U.S. tourism. Brand USA historically generated a $23.37 return on investment for every dollar spent and brought in $35 billion since 2012, primarily benefiting small businesses and lesser-known destinations. Additionally, new and opaque visa integrity fees, along with hidden costs like resort fees, sales taxes, and an increasingly demanding tipping culture, are deterring international visitors by making U.S. travel confusing and prohibitively expensive.

Enhanced Border Security & Domestic Travel Shifts

• 00:12:37 Increased border security measures and traveler detentions, often for minor offenses or language mix-ups, have led several countries to update their travel guidance for the U.S., fostering fear among potential visitors. Meanwhile, domestic tourism, which accounted for 90% of revenue in 2024, is also faltering as American consumer confidence hits new lows. Travelers are opting for 'microcautions' like shorter stays and budget-friendly trips, reflecting financial insecurity and an increasing politicization of travel decisions, with 20% of travelers avoiding specific U.S. cities or states due to political reasons.