A growing number of European tourists are reconsidering travel to the United States, citing concerns over stricter border policies and political uncertainty.
According to Accor SA, one of Europe’s largest hotel groups, forward bookings from Europe to the US are down 25% this summer, marking a sharp decline compared to previous years.
Accor CEO Sébastien Bazin highlighted a “pretty strong deceleration” in transatlantic travel, noting that the slowdown has accelerated from an 18-20% drop recorded in the first quarter of the year. Instead of heading to the US, many travelers are opting for destinations such as Canada, South America, and Egypt.
Bazin attributed part of the decline to anxiety over border security measures under President Donald Trump’s administration. While cases of European tourists being detained at US entry points remain rare, reports of such incidents have contributed to a “bad buzz” that is discouraging travelers.
Several European nations, including Germany, the UK, Denmark, Finland, and Portugal, have issued travel advisories for the US, warning citizens of possible increased scrutiny at the border. The stricter enforcement has also led some travelers to worry about the unpredictability of entry procedures.
The trend is not limited to European visitors. Air Canada recently reported a 10% decline in bookings for US-bound flights between April and September, attributing the drop to tensions over trade policies and border concerns. Canadian leaders, including former Prime Minister Justin Trudeau, have encouraged citizens to prioritize domestic travel, leading to a significant reduction in visits to the US.
The US Travel Association estimates that even a 10% decline in Canadian visitors could result in a $2.1 billion loss in tourism revenue and 14,000 job losses.
Meanwhile, airlines and tourism-related businesses are beginning to feel the effects. Virgin Atlantic Airways Ltd. has warned of weakening travel demand to the UK, causing airline stocks, including those of British Airways parent company IAG SA, to dip.
The decline in inbound tourism could have long-term consequences for the $1.2 trillion US travel industry, which had previously been experiencing record growth. Experts warn that fewer visitors could impact small businesses, hospitality workers, and local economies that rely on international tourism.
Beyond economic effects, some analysts suggest that reduced travel to the US signals a decline in American soft power—the global influence the country once held through its openness and cultural leadership. If the trend continues, it may prompt US tourism boards and local governments to rethink their strategies to attract international visitors.
