Tuesday, March 25, 2025
Once a top choice for European holidaymakers, the US is now seeing a visible drop in tourism from across the Atlantic. A mix of political unease, stricter immigration protocols, and shifting international alliances are driving European travellers to cancel or reconsider their American travel plans.
Tourism experts, airline data, and travel industry insiders all point to a steady cooling in demand, with early 2025 figures confirming the trend. In February, travel from Western Europe to the US declined by one per cent — a stark reversal from the 14 per cent growth reported during the same month last year.
Political Rhetoric and Policy Push Tourists Away
The changing perception of the US abroad plays a key role in this decline. A more aggressive tone in foreign policy statements, rising diplomatic tensions, and controversial rhetoric from political leaders have left many Europeans wary. The US’s tightened stance on immigration and updated visa protocols are further fueling anxiety among potential travellers.
Countries such as Belgium, Slovenia, and Switzerland have reported double-digit declines in US-bound travel bookings, underscoring the growing hesitation.
Economic Impact on US Hospitality and Airlines
European tourists have long been a major pillar of the US tourism economy. In 2023 alone, they contributed over US$155 billion in spending. International visitors typically spend significantly more than their domestic counterparts, meaning a downturn can ripple across hotels, restaurants, and airlines.
The US National Travel and Tourism Office reports that visitor numbers from Germany and Denmark have begun slipping. Denmark, which saw a seven per cent uptick in February 2024, posted a six per cent decline this year. German arrivals dropped by nine per cent — a stark contrast to the previous year’s 18 per cent surge.
Travel Agencies Pivot to New Destinations
In response to shifting sentiment, European tour operators are recalibrating their marketing strategies. Several have scaled back US travel promotions and shifted focus to destinations seen as more politically stable or culturally welcoming.
Canada and Mexico are now emerging as preferred North American alternatives. Travel search data reveals sharp dips in US-bound interest from countries like France, Spain, and Italy — while Canada is benefiting from an increase in bookings, not only from Europe but also from Canadian travellers themselves.
Canadian Travellers Shift Focus to Europe
The cooling sentiment toward the US isn’t limited to Europe. Canadian travellers are also looking elsewhere. Short-term rental platforms in Europe have seen a 32 per cent surge in summer bookings from Canadian tourists. Many cite a preference for destinations with fewer entry restrictions and a more predictable border experience.
Tourism Industry Faces Uneven Forecast
Despite the broader pullback, some areas of the US tourism market continue to attract European interest. Niche travel segments, such as RV tours and urban getaways, are holding steady — especially among travellers from the UK and parts of Germany.
However, volatility remains. Germany, once a dependable growth engine for US tourism, is now showing signs of retreat, with significant year-on-year dips.
Entry Challenges Raise Alarm
Growing concerns about the US border experience are another major deterrent. Reports of lengthy questioning, heightened scrutiny, and unpredictable treatment at ports of entry have prompted several European governments to issue updated travel advisories.
Many travellers remain unaware of the broad discretionary powers held by US immigration officers. That unpredictability, paired with stories of denied entries or delayed clearances, is adding to the overall sense of travel risk.
Currency and Confidence Complicate Decisions
Beyond politics and border policies, economic headwinds are also at play. The strength of the US dollar, combined with low consumer confidence in parts of Europe, is making transatlantic travel feel less affordable — even for those who might otherwise overlook political concerns.
Global Tourism in a New Era
As the geopolitical landscape evolves, so too does the flow of global tourism. The historic bond between Europe and the United States appears to be shifting under the weight of diplomacy, economics, and perception. For now, many European travellers are choosing to stay closer to home — or seek adventure in places that feel more predictable and welcoming.
Tags: Atlantic, european travel, france, germany, Italy, Slovenia, spain, Switzerland, Tourism news, travel industry, trips, US
