📉 Where Did All the Tourists Go?
Why Fewer People Are Visiting the U.S. — And What It Means for the Industry
Tourism is supposed to be a two-way street. We fly out, they fly in. Everyone overpacks, overspends, and Instagrams the same landmarks from slightly different angles.
But lately? The U.S. is experiencing a bit of a tourism ghosting moment.
According to the International Trade Administration, international visits to the U.S. (excluding Canadians — who we love and see regularly) dropped 11.6% year-over-year in March. And if you zoom in on tourist visas? The decline is even steeper — down 17.8%.
Meanwhile, Americans? We’re still globe-trotting. Outbound U.S. travel rose 1.6% compared to March 2024.
So what’s causing this travel imbalance? Let’s unpack it.
🛂 Visa Vexations: The Paperwork Problem
Getting a U.S. tourist visa these days can feel like applying for a VIP pass to an exclusive club — long wait times, tough security, and zero guarantee of entry. If you’re coming from countries where wait times stretch 100+ days, you might just decide to go somewhere more… welcoming (or less bureaucratic).
đź’¸ A Strong Dollar = A Weak Itinerary (for Non-Americans)
The U.S. dollar has been flexing lately. Great for Americans booking a beachside villa in Portugal. Not so great for international travelers looking at hotel prices in New York with wide-eyed disbelief.
When your home currency isn’t getting much bang for the buck, Disneyland suddenly becomes less “dream vacation” and more “financial horror story.”
🌍 Perception Problems: Safety, Politics & Vibes
Let’s be honest — perception matters. The U.S. has had its fair share of headlines lately, and not all of them scream “relaxing getaway.” Some international travelers may be hesitant due to safety concerns, political shifts, or just a general feeling of unease.
🏖️ The Rise of the Rest
Tourism isn’t a zero-sum game, but competition is heating up. Countries like Portugal, Japan, Mexico, and Thailand are rolling out red carpets, slashing visa requirements, and marketing like pros.
If you’re a European traveler choosing between a $6 espresso in Rome and a $6 bottled water in NYC… the choice feels obvious.
🤔 So What Does This Mean for U.S. Businesses?
If you’re in events, hospitality, tourism, or retail, these numbers should make you pause. International visitors don’t just fill hotel rooms — they fill stadiums, restaurants, conference halls, and entire economies.
Here’s what you can do:
🧠1. Pivot to Domestic
If the tourists aren’t coming in, focus on the ones already here. Domestic travelers are still eager to explore — especially for weekend getaways, staycations, or niche experiences.
🧲 2. Rethink International Strategy
Consider targeting markets with shorter visa wait times or favorable exchange rates. Partner with tourism boards and make your destination irresistibly easy to visit.
đź’ˇ 3. Innovate the Experience
Lean into tech, storytelling, and personalization. If international travel is down, your guest experience needs to be up. Dazzle the travelers who do show up — they’ll spread the word.
TL;DR:
- Fewer foreign tourists are visiting the U.S.
- Americans are still traveling abroad.
- Visa delays, strong dollar, and global competition are major factors.
- U.S. travel-related industries should refocus, re-market, and reinvent.
Tourism may be down — but it’s not out. It just needs a makeover.
Because the world still loves a good road trip, a Times Square selfie, and yes… even a $15 airport sandwich.