Analysis: Millions fewer visitors, billions in lost tourism dollars. The impact of how the world perceives the US right now

The US experienced its first year-over-year decline in international tourism since the COVID-19 pandemic in 2025, with 4 million fewer foreign visitors and $8.4 billion less spending compared to 2024. The 5.5% drop marks the worst single-year decline in two decades, excluding the pandemic, according to CNN’s analysis of 2025 data. Travelers cited presidential rhetoric, policies, and public wars—both literal and figurative—as key reasons for avoiding the US. The decline extends beyond tourism, impacting America’s global standing and soft power diplomacy, as perceptions of the country abroad have shifted toward dysfunction and instability. Practical barriers to travel have also contributed to the downturn, including a proposed $250 visa integrity fee, rising jet fuel prices, and the defunding of Brand USA, the sole US organization promoting tourism abroad. Despite efforts to restore funding, no legislative progress has been made. Juliette Kayyem, faculty chair of the Homeland Security Project at Harvard Kennedy School, warned that fewer visitors mean the world is losing exposure to America’s narrative. She described the current perception as one of a democracy in decline, with foreign travelers absorbing images of government dysfunction, ICE raids, and crime. Adam Sacks, president of Tourism Economics, criticized policies like the visa fee and tariff wars as “pennywise and pound foolish,” arguing they deter travel more than they generate revenue. Brand USA launched a campaign to rebuild traveler confidence, clarifying misinformation about the visa fee and social media history requirements. While visitors who did travel spent more per person, the overall economic impact remains severe. The decline underscores how political and policy decisions are reshaping global perceptions and economic outcomes for the US.