Travellers Are Saying No to the US: Here’s Why and Their Top Picks
The United States has long been a top global destination, attracting millions of tourists eager to explore its vibrant cities and stunning national parks. However, recent trends indicate that international travellers are reconsidering their plans to visit the US, with a notable decline expected in 2025.
Shifting political landscapes, economic concerns, and a more restrictive travel environment are driving tourists away, leading them to explore alternative destinations.
Why Travellers Are Avoiding the US
1. Political and Diplomatic Concerns
One of the major reasons for the anticipated decline in US tourism is the political climate. The 2024 reelection of Donald Trump has sparked global concerns over foreign diplomacy and travel policies.
Many international visitors, especially from Canada and Europe, have expressed unease over escalating trade wars, increased tariffs, and restrictive immigration policies. This has resulted in a 5.5% projected decline in inbound travel to the U.S. in 2025, reversing previous forecasts of growth.
2. Stricter Border and Visa Policies
Tighter entry restrictions and increasing visa delays are another deterrent for international travellers. Reports of tourists being detained for minor visa issues, coupled with heightened border enforcement, have discouraged many from choosing the US as their vacation spot.
With visa wait times for some countries, such as Brazil and Colombia, stretching up to 700 days, many travellers are opting for destinations with simpler and more welcoming entry procedures.
3. Negative Perception and Safety Concerns
According to a YouGov poll, sentiment towards the US has soured across Western Europe, with unfavorable views reaching record highs in countries like Germany (56%), Denmark (74%), and the U.K. (53%). Some of the key concerns include increasing anti-minority rhetoric, new restrictions on transgender and non-binary travellers, and reports of international visitors facing difficulties at border control. Several European governments, including Germany and France, have even issued travel advisories warning their citizens about potential risks when visiting the U.S.
4. Economic Factors and Higher Costs
Rising tariffs and trade tensions have made traveling to the U.S. more expensive for international visitors. Higher prices on goods and services, coupled with potential economic instability, are making destinations in Europe, Asia, and Latin America more attractive alternatives. With tax-free shopping in Europe being a major draw, many travellers now see better value in vacationing elsewhere.
Where Are Travellers Going Instead?
While US tourism faces a downturn, other destinations are experiencing a surge in interest. Travellers are seeking alternatives that offer rich cultural experiences, favorable entry policies, and more welcoming environments.
1. European City Breaks – London, Paris, and Rome
Despite some shifts in travel patterns, classic European destinations remain strong contenders for US travellers in 2025.
London, Paris, Rome, and Dublin continue to be top choices, with London projected to welcome 826,000 US visitors in July and August 2025 alone. Cities like Berlin and Porto are also climbing the ranks, thanks to increased flight connectivity and cultural appeal.
If you need a UK or Schengen Visa to visit London or the Schengen Area, contact IaM.
2. Canada and Mexico – A Shift in North American Travel
With the US becoming less attractive, Canada and Mexico are seeing an uptick in visitors. However, recent US border policies have also impacted Mexican travel to the UD, with a reported 6% decline in air travel from Mexico in early 2024.
This trend suggests that Mexican tourists may opt for destinations within their own country or nearby Latin American hotspots.
3. Bermuda – A Rising Star for Canadian Travellers
Bermuda has emerged as a top alternative for Canadian tourists who are choosing to avoid the US Inquiries and hotel bookings in Bermuda have surged, with some predictions forecasting a 20% increase in Canadian visits.
4. Southern European and Nordic Destinations on the Rise
The Iberian Peninsula, including Spain and Portugal, is seeing a boost in tourism, with destinations like Bilbao and Faro gaining popularity. Meanwhile, Helsinki has seen a 16% projected increase in US visitors due to improved flight routes and shifting geopolitical dynamics that make Northern Europe more appealing.
The Long-Term Impact on US Tourism
If current trends continue, the US could face significant challenges in reversing the decline in inbound travel. The upcoming FIFA World Cup in 2026 and the Los Angeles 2028 Olympics will test the country’s ability to handle international visitors, especially given concerns over visa restrictions and border policies.
As travellers look for destinations that offer a seamless and welcoming experience, the US must address its political, economic, and travel policy challenges to maintain its status as a global tourism leader. Until then, tourists are finding plenty of compelling alternatives across Europe, Canada, and beyond.
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