Foreign Tourists Are Ghosting the US—And the Slump May Outlast Summer

For a few hopeful weeks, a giant billboard on the Toronto–NYC corridor declared, “Buffalo Loves Canada.” There was even a $500 gift-card giveaway. More than 1,000 people entered. And then… crickets. By late July, Buffalo’s usual wave of Canadian day-trippers still hadn’t shown.

Buffalo isn’t alone. From border towns to heavyweights like Las Vegas, Los Angeles, and DC, destinations reported fewer foreign visitors this summer—and travel analysts warn the slide could stick around.

A lot of fingers are pointing at politics and policy. Since returning to the White House, President Donald Trump has rolled out hard-line moves on immigration (revived travel bans, tighter visa approvals, stepped-up raids) and tariffs—paired with bombastic rhetoric that’s rubbed some travelers the wrong way.

“To see the traffic drop off so significantly, especially because of rhetoric that can be changed, is so disheartening,” said Patrick Kaler of Visit Buffalo Niagara.

The World Travel & Tourism Council projected the US would be the only one out of 184 countries where foreign visitor spending falls in 2025. Tourism Economics now expects 8.2% fewer international arrivals this year—an improvement from earlier forecasts, but still well below pre-pandemic levels. Their verdict: the “sentiment drag” is real.

Government data show a broad dip in the first seven months of 2025: overseas visitors (excluding Canada and Mexico) are down 1.6%, or 3+ million people, year over year. Western Europe fell 2.3% overall—Denmark (-19%), Germany (-10%), France (-6.6%)—with similar patterns across parts of Asia (notably Hong Kong, Indonesia, the Philippines). Some bright spots exist (Argentina, Brazil, Italy, Japan), but they haven’t offset the losses.

Nobody moves the needle like Canada—20.2 million visits last year—yet 2025 has been a U-turn. More Americans drove into Canada this summer than Canadians into the US (a near two-decade first, pandemic aside). In July, Canadians returning from the US by car fell 37% year over year; by plane, -26%. With the spigot turned off, Buffalo pivoted its marketing to Boston, Philly, and Chicago, and leaned on youth sports events to fill rooms.

Door County, Wisconsin had a strong season off loyal Midwesterners. Florida says total Q2 visits rose 5% (though Canadian visits were down 20%). The Palm Beaches report international visits up 2.6%, buoyed by Brazil, the UK, Germany, and Colombia. Airlines are seeing premium Americans prop up long-haul flights, and the FAA prepped for the busiest Labor Day in 15 years. Domestic demand is doing some heavy lifting.

Starting Oct. 1, most nonimmigrant visa applicants—including from China, Mexico, Brazil—face a new $250 fee, stacked on top of existing charges. The US Travel Association blasted it as a “junk fee” landing just as cities gear up for the 2026 World Cup, America’s 250th, and the 2028 Olympics. Homeland Security defends it as part of the administration’s broader immigration and funding package.

Destination damage control

• Washington, DC expects international visitors down 5.1% and is rolling out a campaign to “counter negative rhetoric.”
• Meet Boston cut its 2025 outlook from +15% growth to -10%, and is courting Mexico, the UK, and Canada with fall missions.
• Seattle and Portland both cite Canadian softness; Seattle’s overall summer still held thanks to concerts and a monster cruise season.

Meanwhile, culture events are voting with their feet: organizers of the International Lindy Hop Championships postponed the Harlem finals after overseas competitors bowed out, saying the climate felt hostile.

America’s inbound slump isn’t just about prices; it’s perception plus policy. Tariffs, visa hurdles, and tough talk are colliding with higher travel costs to push some visitors toward Mexico, the Caribbean, and Western Europe. Domestic travel is cushioning the blow in spots, but border cities and big gateways feel the absence keenly—especially from Canada.

If the US wants a faster rebound, it’ll need more than billboards and giveaways. Streamlined visas, friendlier messaging, and predictable rules would help. Until then, expect more “Dear Canada” love letters—and a longer wait for those foreign crowds to return.

With input from the Associated Press, NBC News, and ABC News.