The United States is set to lose $12.5 billion in international tourism revenue in 2025, as fewer foreign travellers choose it as their holiday destination. According to the World Travel & Tourism Council (WTTC), international visitor spending in the U.S. is projected to fall to $169 billion this year, down from $181 billion in 2024.
A Global Outlier Strikingly, the U.S. is the only country among 184 economies forecast to see a decline in visitor numbers this year. While other nations are expanding their appeal, America appears to be slipping behind, raising concerns about its competitiveness in the global tourism market.
Neighboring Countries and International Rivals Gaining Popularity
Canada, Mexico, and Latin America are all reaping the benefits, drawing tourists who once flocked to the U.S. Beyond the Americas, Europe and the Middle East are seeing sharp gains. Spain is expected to welcome 16.5 million more travellers than in 2019, while Saudi Arabia is set to attract 14.5 million more.
Shifting Travel Patterns
Tourists are changing their habits. Europeans now prefer vacations within Europe, Asia, or the Middle East, while Asian travellers are increasingly looking toward Europe and Oceania. The U.S., once a dream destination for many, is fading from international wish lists.
A Warmer Welcome Elsewhere
Competitors are working harder to attract visitors. China, for instance, is easing visa requirements and actively courting international tourists. In contrast, the U.S. has been slower to streamline entry or adopt policies that make foreign visitors feel welcome.
America’s Shrinking Share
The impact is already visible in the numbers. The U.S. share of global travel has dropped to 4.9% and is forecast to decline further to 4.2% in 2025, according to Oxford Economics and CNBC. Without a course correction, the country risks ceding even more ground in a fiercely competitive tourism landscape.
