European Travelers Rethink U.S. Trips as Arrivals Decline

For decades, a trip to the United States has been a rite of passage for many Europeans — a photo beneath the neon lights of Times Square, a family pilgrimage to Orlando’s theme parks or a road trip through vast national parks that seem pulled from a movie screen. But this year, something has shifted.

Decline in U.S. Tourist Arrivals

According to the US Travel Association, international arrivals to the United States fell by 5.4 percent in 2025 compared with the previous year. Behind the percentage drop is a more emotional reality: some European travelers are deliberately choosing not to come.

Geoff Freeman, who leads the tourism trade group, said some visitors are “voting with their wallets.” For them, skipping a US holiday is a way to express unease or frustration about the country’s political direction since President Donald Trump returned to the White House.

European Travelers’ Long-Standing Affection for America

For many Europeans — particularly Britons — America has long been a favorite destination. The United Kingdom remains the single largest overseas market for US tourism. British visitors spent an estimated $13 billion last year in cities such as Orlando, Las Vegas and New York. Even in 2025, the number of British tourists technically rose by 0.5 percent. But beneath that modest increase, travel companies report growing hesitation about future bookings.

Incidents Fueling Fears and Concerns

Some of that anxiety is tied to highly publicized incidents. The fatal shooting of protesters Renée Good and Alex Pretti in Minneapolis by officers from U.S. Immigration and Customs Enforcement and U.S. Customs and Border Protection was broadcast globally, reinforcing fears about political tensions and aggressive enforcement. Freeman acknowledged that the images were alarming but argued they were not representative of the everyday experience most tourists would have.

There have also been individual cases that rattled travelers. A 28-year-old Welsh backpacker was detained for 19 days at an ICE facility, a story that circulated widely in the British press and on social media. For potential visitors, such stories raise uncomfortable questions: Could that happen to me? Would a simple mistake or misunderstanding spiral into something more serious?

Social Media Vetting and Perception

Layered onto these concerns is a proposal that has drawn scrutiny in Europe: expanded social media vetting for travelers using the ESTA visa waiver system. Under the plan, applicants could be required to submit five years of social media history, along with past phone numbers, email addresses and even the birthplaces of family members. Though not yet implemented, the possibility alone has unsettled some would-be visitors.

Freeman has described many fears as “misperceptions,” insisting that several controversial proposals have not become reality. Still, he concedes that perception itself can influence behavior. Tourism is built on emotion; people choose destinations where they feel welcome and safe.

Broader Impact on International Travel

The slowdown is not limited to Britain. Canadian visits fell by 22 percent last year, and there were notable declines from France and Germany. Border states and tourist hubs that rely heavily on international guests are feeling the impact.

Major corporations are noticing. The Walt Disney Company warned investors that its theme parks in Orlando and Los Angeles are facing “international visitation headwinds.” For a company valued at nearly $200 billion, fewer overseas families walking through its gates has tangible financial consequences.

Upcoming Events and Reassurance Efforts

At the same time, the US is preparing to co-host the next FIFA World Cup, an event expected to draw millions of international fans. Freeman has sought to reassure supporters that they will be welcomed and protected. The Trump administration has said immigration authorities will play a key role in tournament security — a statement viewed by some as reassuring and by others as concerning.

The Enduring Allure of American Landscapes

Freeman points to the country’s enduring attractions, including Yellowstone National Park, the Grand Canyon and Yosemite National Park — destinations that have drawn Europeans for generations. The mountains, geysers and desert vistas remain unchanged. Critics argue that what has shifted is the atmosphere surrounding entry into the country.

Visa Policies and National Security Debate

The discussion touches on a broader debate over visas and national security. Speaking in Hungary, Secretary of State Marco Rubio defended a strict stance, saying that “no-one’s entitled to a visa.” He added that visitors who act against US national interests risk having their visas revoked. His remarks followed controversy over the attempted expulsion of a PhD student at Tufts University who had written an opinion piece on Gaza.

To some Americans, such policies are common-sense security measures. To some Europeans, they signal unpredictability — not an attribute most travelers seek when planning a holiday.

Balancing Politics and Personal Travel Choices

Freeman acknowledges the emotional dimension. If travelers choose to make a statement by staying away, he says, that is their right. But he hopes many will separate politics from personal experience.

Tourism has long functioned as a form of soft diplomacy. A family visiting a theme park, a couple hiking in a national park or football fans cheering in a stadium all carry stories home. When fewer people travel, those exchanges diminish.

For now, the data suggests caution rather than collapse. But the mood has shifted. For some Europeans, the question is no longer just “Where should we go this summer?” It is also, quietly, “How will we feel when we get there?”