A self-inflicted wound

The character of a nation is largely responsible for the way travelers view a travel destination. What makes them want to come visit a foreign country is based not just on budget friendliness, as in the cost of travel, but also friendliness as in safety, security, and a welcoming feeling. Travelers prioritize destinations that are perceived as having minimal risk. They are looking for unique experiences, memorable and novel activities, new cuisines, scenic locations, cultural immersion and perhaps the chance to learn more about the history of a locale, but want a feeling of safety and security as well.

Economic Impact

Tourism is a major industry in the USA, contributing billions to the economy through spending by both domestic and international travelers. In the past decade the U.S. travel and tourism industry has contributed trillions of dollars to the national economy. In 2023 its direct contribution was 9.9 trillion U.S dollars. And tourism has also been a major source of employment supporting over 20 million jobs in the USA. And over 585 billion annually is from tax revenue generated directly from the travel industry. Clearly tourism is important.

And tourism’s positive effects extend beyond just generating income and employment, it is also stimulating investment in infrastructure such as roads, airports and hotels which benefit the industry and the local economy. It is also promoting sustainable development and fostering conservation.

Good Neighbors

One of the United States closest neighbors is also one of its biggest spenders, 20.4 million Canadians crossed the border to visit the USA, spending 20.5 billion dollars in 2023. In 2025 55% of Canadians said they plan to take a leisure trip, up from 47% in 2024.

But of those, only 10% now say they plan to travel to the U.S this summer. The reason? The character of the nation has changed. While some Canadians are snubbing the US because of policy changes, others say they simply don’t feel as safe as they once did.

Significant Hurdles

A combination of factors are to blame. President Trumps Tariffs, his imperialistic rhetoric, and viral negative headlines of foreigners being detained by U.S Immigration officials are stacking up as significant hurdles for the U.S travel industry. Inbound tourism has also fallen off from Europe, South America, and other regions. Canadian visitors spent 20.5 billion dollars at American hotels, restaurants, shops and other businesses in 2024. Considering 2025 was forecast to be a big growth year for international inbound visitors, the true loss for the U.S has yet to be realized. As of August 2025, the U.S is expected to have 22.5% less income than the prevous year.

Flyover Country

The U.S is at risk of becoming a flyover country for tourism. What started as an economic boycott by just Canada has now spread to the rest of the world. Travel boycotts can have a long-term cost to culture, the economy, and overall innovation. Out of 184 countries studied, the US stands alone in its tourism decline, a self-inflicted wound that could have been avoided. Las Vegas, a city especially sensitive to the drop in international tourism say they received just over three million tourists in June 2025, about 400,000 fewer people than the same month last year. Can this trend be turned around? And if so, what exactly would it take to convince travelers to spend their tourism dollars once again in the U.S?

Constance Hughes