A significant drop in the number of foreign visitors to the United States has continued through the summer, with experts suggesting this downturn may last longer than anticipated.
In Las Vegas, a billboard along the highway from Toronto to New York extended an open invitation to Canadian tourists: “Buffalo Loves Canada.” This marketing initiative, which included a $500 gift card giveaway, aimed to convey a sense of welcome, but by the end of July, Buffalo had recorded a noticeable absence of its usual influx of Canadian visitors.
Patrick Kaler, CEO of Visit Buffalo Niagara, remarked, “To see the traffic drop off so significantly, especially because of rhetoric that can be changed, is so disheartening.” His comments reflect a broader trend affecting various U.S. destinations, from northern border towns to major cities such as Las Vegas and Los Angeles, all reporting a decline in foreign tourism this summer.
Factors Behind the Decline
Travel analysts believe this trend, which began in February, may be linked to the return of President Donald Trump to the White House. Some experts attribute his administration’s tariffs, immigration policies, and polarizing rhetoric regarding foreign nations as contributing factors to the reduction in international tourism.
“The world’s biggest travel and tourism economy is heading in the wrong direction,” stated Julia Simpson, president and CEO of the World Travel & Tourism Council.
In a projection made before Memorial Day, the Council indicated that the U.S. was the sole country among 184 examined that would see a drop in foreign visitor spending for 2025, signaling a worrying trend for the future.
Data and Predictions
Tourism Economics predicted an 8.2% decline in international arrivals to the U.S. in 2025. This marked an improvement from previous forecasts but still fell below pre-pandemic visitor numbers. According to the firm, the “sentiment drag” on American tourism remains severe, as demonstrated by airline booking patterns reflecting a slowdown during the peak months of May, June, and July.
Deborah Friedland, managing director at Eisner Advisory Group, emphasized the multiple challenges confronting the U.S. travel industry, including rising costs and political uncertainties. Since his return to office, President Trump has reinstated several hardline policies, including a travel ban affecting several African and Middle Eastern nations, and further tightened visa regulations.
Morales Tena, a co-producer of the International Lindy Hop Championships, noted that the perception of American hostility towards foreigners prompted them to postpone this year’s competition, which typically attracts a large international audience.
Impact on Local Tourism
Washington, D.C., is also feeling the effects, with a projected 5.1% decline in international visitors for the year. Destination DC has announced plans to counter negative stereotypes about the city through a new marketing campaign showcasing its local residents.
U.S. government data corroborates the trend, indicating a decrease of over 3 million international visitors, excluding travelers from Canada and Mexico, during the first seven months of the year. Notably, declines were observed across several key markets, including Western Europe and Asia, although some countries, like Argentina and Brazil, showed increased visitor numbers.
Local Variations and Future Prospects
Despite the overall decline, certain regions have experienced robust tourism. In Door County, Wisconsin, local businesses thrived during the summer, buoyed by Midwest travelers. Jon Jarosh from Destination Door County reported a resurgence in foot traffic, with restaurants experiencing higher patronage as the season progressed.
Major U.S. airlines reported that premium bookings aided international flights, with an anticipated busy Labor Day weekend ahead. Bookings for this holiday weekend are reportedly up by about 2% over 2024, indicating some signs of recovery.
However, as summer draws to a close, the lack of Canadian tourists in Buffalo is starkly evident. In 2022, over 20.2 million Canadians visited the U.S., but this year, many have hesitated to cross the border. Statistics Canada noted that, for the first time in almost two decades, more U.S. residents drove into Canada than Canadians visiting the U.S. during June and July.
In response, Visit Buffalo Niagara has redirected its marketing efforts towards cities such as Boston, Philadelphia, and Chicago and leveraged local children’s sporting events to fill the gap left by Canadian tourists. “We will always welcome Canadians back when the time is right,” Kaler added. “I don’t want Canadians to feel like we see them as just dollar signs or a transaction at our cash registers. They mean more to us than that.”
