Tourism to the US dropped: The impact of how the world perceives America right now | CNN

The US saw its first annual decline in international tourism since the Covid-19 pandemic in 2025, with a 5.5% drop—worse than any decline since 2008—resulting in 4 million fewer visitors and $8.4 billion less spending. Experts attribute the decline to perceptions shaped by political rhetoric, policies, and publicized conflicts, alongside practical barriers like a proposed $250 visa integrity fee and rising airfares due to war-induced fuel costs. Brand USA, the US government’s tourism marketing agency, faced defunding in 2025, further weakening efforts to attract visitors. The organization launched a campaign to address misinformation, clarifying that the visa fee and a Trump-era proposal requiring five years of social media history for certain visitors were not yet in effect. Meanwhile, Department of Homeland Security Secretary Markwayne Mullin suggested restricting customs processing at sanctuary city airports, though no action was taken. Tourism Economics president Adam Sacks called policies like the visa fee and tariffs ‘pennywise and pound foolish,’ warning they harm the economy despite short-term revenue gains. The decline underscores broader concerns about US soft power, with Harvard’s Juliette Kayyem noting that foreign perceptions now emphasize government dysfunction and instability rather than admiration. Visitors who did travel spent more per person, but the overall drop in numbers led to a significant economic hit. The tourism slump reflects broader global skepticism toward the US, with long-term implications for diplomacy and economic stability. Efforts to restore funding for Brand USA and clarify policies have so far failed to reverse the trend.