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The US experienced its steepest annual decline in international tourism since the COVID-19 pandemic, with new 2025 figures revealing that millions of foreign travellers chose to stay away, according to a report by CNN.
Industry analysts said the downturn reflects not a global crisis, but growing international unease over American political rhetoric, rising travel costs, and perceptions of instability.
According to newly released tourism data, approximately 4 million fewer international visitors travelled to the US in 2025 compared with the previous year.
Total foreign visitor spending also fell sharply, declining by more than $ 8 billion despite higher average spending per traveller.
The 5.5% decrease marks the worst year-over-year (YoY) drop in international tourism in nearly two decades, excluding the unprecedented collapse during the 2020 pandemic, said the report.
Analysts noted the decline surpassed losses recorded during the 2008 global financial crisis.
Experts said several factors contributed to the downturn, including concerns over US domestic politics, immigration enforcement, tariff disputes, and geopolitical tensions.
International visitors have also cited confusion surrounding proposed visa fees, rising airfare costs linked to conflicts in the Middle East, and fears generated by images of unrest and crime circulated globally.
Harvard Kennedy School Homeland Security Project Faculty Chair and a senior national security analyst for CNN Juliette Kayyem warned that America’s international image is deteriorating.
“We used to be a country that others wanted to emulate,” Kayyem said. “That narrative no longer exists.”
Kayyem argued that America’s “soft power” — its ability to influence through culture, values, and diplomacy rather than military force — is weakening.
She said many foreign audiences now associate the US with political dysfunction, immigration raids, violence, and instability.
Tourism economists warn the decline carries major economic consequences.
Tourism Economics President Adam Sacks described some recent US policies as “pennywise and pound foolish,” arguing that measures intended to generate revenue may ultimately damage the broader economy.
The World Travel and Tourism Council estimates that total visitor spending in the US was $ 8.4 billion lower in 2025 than in 2024 after adjusting for inflation and exchange rates.
Tourism Economics believes the true economic loss may be significantly larger, potentially as high as $ 25 billion compared with projected growth forecasts.
The decline stands in stark contrast to global tourism trends. Worldwide international travel increased substantially in 2025, with roughly 80 million more people traveling internationally than the year before.
However, many opted for destinations outside the US.
Canadian travellers accounted for the largest share of the decline. While visitor numbers also dropped from countries such as Germany, France, India, Australia, and China, Canadians represented the most dramatic reduction in cross-border travel.
