As 2025 began, the U.S. travel industry braced for a rebound that many expected would finally return to pre-pandemic strength. Forecasts had been optimistic, riding the momentum of a strong 2024 for international tourism. But in just a few months, those hopes have been undermined by a dramatic decline in international arrivals, driven largely by growing global discontent with President Donald Trump’s foreign policy and rhetoric.
Many travelers who had long considered the United States a dream destination are now reconsidering or outright canceling their plans. Among them is Olja Ivanic, who was excited to host her Swedish cousins for a summer adventure across Colorado and California. But that changed after Trump’s harsh treatment of Ukrainian President Volodymyr Zelenskyy during a White House meeting. Ivanic’s relatives were so appalled by the incident that they canceled their trip altogether, opting instead to explore Europe.
This reaction isn’t isolated. Across the globe, would-be travelers are responding with similar decisions. New data from the U.S. National Travel and Tourism Office showed that visits from overseas dropped 11.6% in March compared to the same time last year. Meanwhile, air travel from Mexico fell by 23%, indicating that dissatisfaction with the current administration is not confined to Europe. The total number of overseas visitors for the first quarter of 2025 stands at 7.1 million 3.3% fewer than in early 2024.
The industry is taking notice. Tourism Economics, a firm that had once predicted an 8.9% surge in foreign arrivals this year, has sharply reversed its outlook, now forecasting a 9.4% decline. Particularly steep drops are expected from Canada, where Trump’s inflammatory comments such as suggesting Canada become the 51st U.S. state have stirred outrage. Canadian bookings have nosedived, and major airlines like Air Canada have cut flights to U.S. destinations due to waning demand.
Personal acts of protest are growing more common. Ian Urquhart, a professor emeritus from Edmonton, scrapped a long-awaited trip to Las Vegas, citing Trump’s “disparaging tone” toward Canada. His family members followed suit, canceling vacations to Arizona and golf outings in Scottsdale. Such stories are playing out in many households around the world, reflecting a trend of symbolic resistance through canceled travel plans.
Even from regions less politically affected, numbers are shrinking. In China, travel to the U.S. has dropped noticeably, and the trend has earned the moniker “Trump Slump.” Tourism Economics estimates the U.S. could lose $9 billion in international tourism spending this year alone. Meanwhile, bookings are down significantly in Scandinavia, where Trump’s comments about acquiring Greenland have fueled frustration.
The economic implications extend beyond airlines and hotels. Companies like New World Travel and American Ring Travel, which rely on partnerships with European tour operators, have seen bookings plummet by as much as 50% depending on the country. In Canada, the vacation rental platform Beyond reported a 44% drop in searches for U.S. properties following Trump’s tariff threats in February.
Even loyal visitors are feeling the strain. Japanese tourists, long a staple of U.S. tourism, are now favoring nearby countries like South Korea and Thailand. While economic factors like a strong dollar and weak yen play a role, others cite discomfort with the current political atmosphere.
Despite the U.S. government’s continued optimism about recovery, the signs point to a prolonged downturn. Tourism Economics now predicts that international visitation to the U.S. may not surpass pre-pandemic levels until 2029. For travelers like Haruka Atomiya, a Tokyo resident with deep affection for America, it’s a waiting game. Her love for the country remains, but her travel decisions hinge on whether the U.S. continues on its current path or changes course in the post-Trump era.
