International Travel to U.S. Faces Decline as Summer Ends

A downturn in international travel to the United States is anticipated to extend beyond the summer months, as several destinations have reported a significant decline in foreign visitors. This trend, which began in February, has left local tourism officials concerned about the future of travel in the country.

Buffalo’s Tourism Struggles

This summer, a marketing campaign aimed at Canadian travellers featured a prominent billboard on the highway connecting Toronto to New York, proclaiming “Buffalo Loves Canada.” The initiative, which included a $500 gift card giveaway, was designed to attract Canadian visitors back to Buffalo. However, as Patrick Kaler, CEO of Visit Buffalo Niagara, noted, the effort fell short. By the end of July, it became evident that the expected influx of Canadian tourists was not materializing.

Kaler expressed disappointment over the significant drop in traffic, attributing it, in part, to the rhetoric surrounding former President Donald Trump’s policies and statements. Analysts believe that Trump’s return to office has contributed to a broader decline in international tourism to the U.S., particularly affecting border towns and major tourist destinations like Las Vegas and Los Angeles.

Declining Visitor Numbers and Industry Analysis

The World Travel & Tourism Council has projected that the U.S. will be the only country among 184 studied where foreign visitor spending is expected to fall in 2025. According to the council’s President and CEO Julia Simpson, this trend serves as a clear indicator of the diminishing global appeal of the U.S. tourism sector. “The world’s biggest travel and tourism economy is heading in the wrong direction,” Simpson stated.

Meanwhile, Tourism Economics has forecasted an 8.2% decrease in international arrivals for 2025, though this represents an improvement from an earlier projection of 9.4%. The firm has noted that the sentiment surrounding travel to the U.S. remains negative, with airline bookings reflecting a downturn in inbound travel during the months of May, June, and July.

According to Deborah Friedland, managing director at Eisner Advisory Group, the U.S. travel industry is grappling with multiple challenges, including rising travel costs and ongoing political uncertainties. The Trump administration’s policies, which include stricter visa regulations and a renewed travel ban targeting several countries, have contributed to a perception of hostility towards international visitors.

In response to the changing landscape, some events have been postponed or relocated due to concerns over unwelcoming sentiments. For instance, organizers of the International Lindy Hop Championships reported that international participants withdrew from the competition, citing discomfort with the current climate in the U.S. Approximately half of the annual attendees typically hail from outside the U.S., primarily from Canada and France.

Regional Impact and Future Prospects

Tourism figures confirm a marked decrease in international arrivals across the country. Preliminary data from the National Travel and Tourism Office indicates that the number of overseas visitors declined by more than 3 million, or 1.6%, in the first seven months of the year compared to the previous year. The decline is particularly notable among visitors from Western Europe, Asia, and Africa, with double-digit decreases reported from countries such as Denmark and Germany.

Conversely, some regions have seen a boost in local tourism. In Door County, Wisconsin, local businesses benefited from a strong summer season, driven by loyal Midwestern visitors. Jon Jarosh from Destination Door County noted that foot traffic increased significantly as the season progressed, countering the trend seen in other areas.

Despite the overall downturn, U.S. airlines reported an uptick in domestic bookings, with a projected busy Labor Day weekend anticipated, marking the highest activity in 15 years. However, the absence of foreign visitors in places like Buffalo remains palpable. Data from Statistics Canada revealed that in July, Canadian residents returning from the U.S. by car decreased by 37%, and air travel saw a 26% decline.

Visit Buffalo Niagara has adjusted its marketing strategy, focusing on attracting visitors from cities such as Boston, Philadelphia, and Chicago. Kaler emphasized the importance of welcoming Canadians back when conditions are favorable, stating, “We don’t want Canadians to feel like we see them as just dollar signs or a transaction at our cash registers. They mean more to us than that.”