The number of European travelers heading to the United States has taken a sharp nosedive, as political rifts and concerns over border hostility under Donald Trump’s leadership continue to sour international sentiment.
According to the Financial Times, a 17% drop in visits from Western Europe was recorded in March compared to the same month last year. That includes steep declines from Germany, Norway, and Ireland—each seeing more than a 20% decrease. The data, pulled from the U.S. International Trade Administration (ITA), also revealed that overall international arrivals were down 12%, the biggest monthly dip since the COVID-era slump of 2021.
What’s driving this sudden chill in travel? Experts point fingers at the former president’s combative global posture. His recent decision to slap tariffs on key trade partners, while sparing most countries for 90 days, left China out in the cold. The result? A tit-for-tat tariff slugfest between Washington and Beijing that rattled global markets and investor confidence.
Travel industry insiders aren’t mincing words. Kayak co-founder Paul English told FT that the Trump administration has badly tarnished America’s global image. “In just a couple of months, he’s trashed the U.S. reputation. The tourism fallout is real, and it’s going to hurt for a long time,” English warned.
Further compounding the issue, several European governments have revised their travel advisories, urging citizens to tread carefully when visiting the U.S. due to concerns over harsh border treatment and unpredictable diplomatic shifts.
The impact extends beyond just fewer snapshots at Times Square. With tourism contributing roughly 2.5% to America’s massive $29 trillion GDP, this downturn could pack an economic punch. Oxford-based research firm Tourism Economics has already slashed its forecast for 2025 international arrivals by 18%, anticipating a 9.4% decline following Trump’s recent “Liberation Day” tariff speech.
“The messaging out of Washington, particularly towards allies like Canada and even Greenland, is affecting how the world views us,” said Adam Sacks, president of Tourism Economics. “When a country feels unwelcome, its citizens are less likely to spend their vacation dollars there.”
Trump’s past rhetoric—including eyebrow-raising proposals to annex Greenland and even make overtures toward absorbing Canada—has only added fuel to the fire.
All in all, the numbers paint a troubling picture: strained alliances, policy uncertainty, and a bruised national image are proving costly—not just in diplomatic circles, but on the balance sheets of America’s tourism sector.
