Stricter visa procedures, combined with political statements that have generated diplomatic tensions, appear to be contributing to a lower intention to travel to the United States. According to tour operators, some travelers are shifting their plans to destinations such as Canada, Mexico, or European countries, while others are postponing vacations in the U.S. until the political climate is perceived as more stable or welcoming. This behavior not only affects bookings for flights and hotels but also impacts spending in shops, restaurants, entertainment venues, and cultural attractions.
This situation is compounded by a global economic environment marked by exchange rate fluctuations and rising international airfare costs, which amplify the effects of weaker demand. However, tourism companies insist that, compared to other macroeconomic factors, political signals carry significant weight in a traveler’s final decision. “When a country projects an image of openness, hospitality, and safety, people come. When the image is one of restrictions, uncertainty, and exclusionary messages, visitors think twice,” said an executive from a major hotel chain.
he drop in bookings is also visible in specific segments such as the meetings, incentives, conferences, and exhibitions (MICE) market, where organizers are seeking destinations perceived as more neutral and easier to access for participants from multiple nationalities. This trend, though still emerging, raises concerns as it affects not only hotel occupancy but also the U.S.’s positioning as a hub for major global gatherings.
In response, several associations and chambers of commerce have begun promoting image campaigns to counter the negative perception abroad. Strategies include welcoming messages in international media, collaborations with influencers and travel journalists, as well as partnerships with airlines and tour operators to offer promotions encouraging visits. The goal, they explain, is to show that beyond political tensions, the United States still offers cultural and natural diversity, along with experiences that make it unique.
Some destinations are opting to strengthen ties with emerging markets, diversifying their visitor base to reduce dependence on Europe and Canada. However, these efforts take time and coordination, as building a tourism brand in new markets requires sustained investment and a strategy aligned with consumer trends in those countries.
At the same time, industry voices are calling for a review of immigration policies and a clearer message of openness to international tourism, emphasizing that this industry is one of the most significant economic drivers for the country, generating millions of direct and indirect jobs. International tourism spending, in particular, not only sustains the service sector but also boosts innovation, competitiveness, and the global image of the United States.
For now, the outlook for the rest of the season remains uncertain. While last-minute bookings and the resilience of certain markets could help soften the losses, there is consensus among business leaders that the combination of a tense political environment and the absence of clear signs of openness could continue to cool the U.S. summer tourism season. What is at stake is not just one season but the country’s position on an increasingly competitive global map of destinations, where perceptions can make all the difference.
