Tourism to America is under threat
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International tourism to the U.S. is falling fast, and the actions of the Trump administration are only likely to make things worse, industry experts say.
Why it matters: The travel industry was worth $1.3 trillion in 2024, and supported 15 million U.S. jobs, per the U.S. Travel Association. Now, that revenue — and those jobs — are being threatened.
The big picture: Non-U.S. citizens were already wary about visiting the U.S. in March, according to Aran Ryan at Tourism Economics.
- Visits from Germany alone plunged by 28% year-on-year in March, he wrote in a recent report, showing the "early ramifications of a potent mix of negative sentiment, which has developed abroad in response to polarizing rhetoric and policy actions by the Trump administration, as well as concerns around tighter border and immigration policies."
What's next: "March may be just the beginning," he added, noting that the "Liberation Day" tariffs will only damage sentiment further.
Driving the news: Secretary of State Marco Rubio sent an extremely harsh message on Saturday to anybody thinking of visiting the country.
- "Visiting America is not an entitlement," he wrote in a Fox News opinion piece. "It is a privilege extended to those who respect our laws and values."
- "We expect — and the law requires — all visa holders to demonstrate their eligibility every day their visa is valid."
Between the lines: "When you're traveling to another country, whether it's for a business trip or a personal trip, you you want to have the assurance that you're going to be able to enter the country and be welcomed," says Henry Harteveldt, president of Atmosphere Research Group.
- "The actions and words of the U.S. right now are not very welcoming to international visitors."
- That applies especially to international conferences, Harteveldt said, the kind of events that bring enormous amounts of spending to U.S. cities.
- If many delegates start indicating they're nervous about traveling to Trump's America, those venues could end up being moved to other countries, including Canada and Mexico.
Where it stands: "The travel industry is seeing concerning trends," a spokesperson for U.S. Travel tells Axios, including "a question of America's welcomeness."
- "The hotel industry and the millions of people who work in it rely on strong domestic and international travel to thrive," adds Ralph Posner of the American Hotel and Lodging Association.
- "We are closely following any policy that could set back our recovery."
For the record: The State Department did not respond to repeated requests for comment.
