In July 2025, the US tourism market faced a noticeable decline in the number of international visitors. According to the World Travel & Tourism Council (WTTC), international tourist spending will decrease by 7% compared to the previous year, which corresponds to losses of more than $12.5 billion. This figure makes the US the only country among 184 where there is an absolute decrease in income from inbound tourism.

One of the key reasons is the strengthening of the dollar, which made travel less affordable for guests from abroad. At the same time, the cost of visa procedures in the country has increased — the price of the ESTA system has increased from $21 to $40, which has become an additional barrier for tourists. Political restrictions and tightening of migration policies have also reduced interest in the US from Europe and Asia.

In particular, the flow of tourists from the UK decreased by 15%, from Germany — by 28%, from South Korea — by 15%, and from other countries — by 24–33%. The largest tourist centers have been hit particularly hard, including New York, which expects a decline in traffic of 800 thousand people and losses of about $4 billion. Border regions, especially along the Canadian border, are recording a similar decline in bookings.

Experts emphasize that in the context of global competition, the United States risks losing its tourist appeal. While other countries simplify visa regimes, introduce digital services and focus on accessibility, American policy remains restrictive. WTTC CEO Julia Simpson said that the United States must review its visa strategy and begin working to restore attractiveness, otherwise the losses could become long-term and affect related industries.