The implementation of immigration restrictions, tighter controls and increased interrogations on arrival, especially towards people with foreign names or multiple passports, has generated a sense of exclusion and vulnerability.
The impact of this perception is not limited to holiday tourism. Business and educational travel are also being affected. US universities have seen a drop in international applications and trade fairs report lower participation of European delegations. All this translates into a tangible economic loss, as international tourism represents an important source of revenue for many US cities and states.
The tourism industry has begun to react with concern to this trend. Government agencies and industry associations are trying to counteract the effect with campaigns highlighting the diversity, openness and hospitality of many destinations within the country. However, these initiatives are limited by statements and actions coming from the federal level, which generate negative headlines in the international media and affect the general perception.
Some companies have chosen to redirect their promotions to markets considered more receptive or to alternative destinations within the Americas, such as Canada or Mexico, which are perceived as more welcoming and stable options. This not only reflects a change in commercial strategy, but also an adaptation to the new sensibilities of the European traveller, who increasingly prioritises values of inclusion, personal safety and cultural respect.
Experts warn that, if this trend continues, the United States could lose a significant portion of its international tourism market in the long term. Restoring trust and reversing the negative image will be no easy task, especially if current policies become entrenched or radicalised. The visitor experience begins long before the trip: it is gestated in the narrative that the country projects to the world.
While tourism recovery is often resilient in the aftermath of other crises, such as economic or health crises, the consequences of a prolonged reputational crisis are more difficult to reverse. If the message conveyed is one of exclusion or rejection, it will be increasingly difficult to attract international visitors, even when the material conditions of travel - price, connectivity, cultural offerings - are favourable.
The United States remains a destination with an unrivalled tourism offer, but if it is to maintain its position as one of the most visited countries in the world, it will need to balance its domestic policy with a strategic vision of the value of international tourism. Hospitality cannot be a mere marketing campaign, but a coherent and consistent policy.
