Lost Welcome - How America Is Cutting Itself Off from Tourism

America was once a place of longing. A country where the roads were endless, the burgers greasy, and the promises grand. Today, it is a place to avoid. While global tourism is recovering in record numbers and Europe, Asia, and even Africa are seeing increasing flows of visitors, the former icon of long-haul travel has become a detour zone. According to a recent analysis by the World Travel & Tourism Council, the United States is the only country in the world in 2025 where international visitor spending is declining. Up to 29 billion dollars in expected revenue is being lost - not because of a volcanic eruption, not because of a pandemic, but because of politics. A nine percent growth had actually been forecast for this year - a revenue increase of over 16 billion dollars. Instead, the tourism industry is now reporting a decline of 8.2 percent. What was meant to be a leap has turned into a crash landing. And the reason is plain to see: Donald Trump. With tariffs, travel bans, aggressive rhetoric, and an immigration policy that resembles deterrence more than hospitality, the administration has created an atmosphere that is anything but welcoming. "While other countries are rolling out the welcome mat, America is hanging a 'closed' sign," says Julia Simpson of the WTTC - and hits the nail on the head.

This is particularly evident with Canadians. In 2024, they accounted for a quarter of all international visitors and spent over 20 billion dollars in the U.S. – almost twice as much as all Americans spent at McDonald's. But their entries have been declining for months. In May, the number of Canadian visitors dropped by 38 percent by land and 24 percent by air. A trend that has continued throughout the year – and which hoteliers now interpret as a conscious act of tourism avoidance. “They're not flying less – they're just flying past us,” said the CEO of Hyatt. At the same time, uncertainty is growing among U.S. citizens traveling abroad. According to a survey, more than 70 percent fear that in 2025 they will be perceived more negatively abroad – because of Trump. A new reflex is emerging: fear of returning home. Increasingly, Americans report stricter border checks, searches, interrogations, and sometimes hours-long delays at entry. Those who express criticism of Trump – publicly or on social media – are especially targeted. Human rights organizations, and we ourselves, regularly document cases in which citizens are forced to surrender their phones and laptops when reentering the U.S. Sometimes for weeks, without any specific accusation. Tourists from around the world are being harassed and explicitly asked whether they like Donald Trump. In Chicago, Turkish-American commentator Hasan Piker was detained for hours – among other things, asked whether he liked Trump. A consultant from California returning from vacation was held in a room for 45 minutes – without any explanation. He speculated it might have been due to the “Obama-Biden” T-shirt in his suitcase. Another case involved a tourist from Italy who happened to be dressed colorfully and spent nine hours at immigration because of it. A tourist from England was falsely accused of intending to work in the United States – with no grounds whatsoever.

That these conditions not only deter people but also cost money seems to concern the government very little. Instead of counteracting the trend, the committee led by Senator Ted Cruz cut the budget of Brand USA, the official tourism promotion agency of the United States, from 100 to 20 million dollars. Yet according to calculations by the U.S. Travel Association, every dollar invested generates a multiple in economic return. The cut, the association said, is a direct blow to the entire sector. Those who still choose to travel to the United States would do well to choose their point of entry carefully. Airports like Chicago O’Hare, Atlanta, or Washington Dulles are known for particularly strict and sometimes arbitrary controls. Those seeking discretion should opt for smaller airports - or enter from Canada via so-called pre-clearance gates to avoid the worst excesses. What remains is a country standing in its own way. A government that believes isolation equals strength while failing to realize that the world is moving on. And an image that is severely damaged. A country that drives away its visitors loses more than just tourism - it loses trust, influence, and cultural exchange. It will take years to restore that. If it can be restored at all.