The United States has experienced a significant decline in tourism from Europe, largely due to rising political tensions and concerns about negative encounters at the border under President Donald Trump’s administration, the Financial Times reported on Friday.
President Trump’s combative stance on international relations—including the imposition of sweeping tariffs on major trade partners—has reportedly dampened global consumer confidence. Although many countries were granted a temporary 90-day exemption from these tariffs, China was notably excluded, leading to a tit-for-tat exchange of tariff hikes between Washington and Beijing. This trade war has caused turmoil in global markets.
Trump’s policies have severely damaged the image of the United States abroad, according to Paul English, co-founder of the travel website Kayak. “In just two months, [Trump] has destroyed the reputation of the US, shown one way by diminished travel from the EU to the US,” English told the Financial Times. “This is not only one more terrible blow to the US economy—it also represents reputation damage that could take generations to repair.”
According to data from the International Trade Administration (ITA), overnight visits to the US from Western Europe dropped by 17% in March compared to the same period last year. Travel from countries including Ireland, Norway, and Germany declined by over 20%.
In response to the rising concerns, several European governments have updated their travel advisories, citing increased risks and recommending caution when traveling to the United States.
Overall, international arrivals to the US fell by 12% in March—the steepest decline since 2021, when global travel was still heavily affected by COVID-19 restrictions, according to ITA figures.
This downward trend poses a serious threat to the U.S. tourism industry, which makes up about 2.5% of the nation’s $29 trillion GDP.
Tourism Economics, a UK-based research firm, has revised its forecast for international arrivals to the US in 2025, lowering expectations by 18% compared to previous projections. Following Trump’s recent “Liberation Day” tariff announcement, the firm now anticipates a 9.4% drop in foreign tourism, citing factors such as negative public sentiment, stringent border policies, unfavorable currency exchange rates, and overall economic uncertainty.
Adam Sacks, President of Tourism Economics, emphasized the impact of President Trump’s rhetoric: “His aggressive stance toward Canada, the EU, and even Greenland has significantly affected international sentiment toward the US—and by extension, travel plans.”
Trump has also drawn criticism for his repeated proposals to annex NATO allies such as Canada and the Danish territory of Greenland since taking office.
