Donald Trump has “destroyed the reputation of the US,” with European tourism to America plunging as travelers respond to his “aggressive rhetoric and controversial trade policies.” Travel experts are raising alarms, warning that Trump’s actions are threatening the US tourism sector, a major industry accounting for 2.5% of the country’s GDP.
Steep Declines Across Europe
Data from the International Trade Administration (ITA) revealed that visitors from western Europe who stayed at least one night in the US fell by 17% in March compared to the same period a year ago. Denmark recorded one of the sharpest drops, which could be linked to Trump’s widely criticized proposal for the US to take ownership of Greenland, a Danish territory.
Travel from Ireland, Germany, and Norway saw even more dramatic drops—each plummeting by more than 20%, according to ITA figures cited by the Financial Times.
Worst Decline Since Pandemic-Era Chaos
In total, overseas travel to the US dropped by 12% last month compared to March 2024 figures, marking the sharpest monthly decline since 2021. That year, the global travel industry was still reeling from pandemic-related restrictions. Experts now suggest the current downturn stems directly from Trump’s political and economic stance.
Experts Point to “Reputation Damage”
“In just two months [Trump] has destroyed the reputation of the US, shown one way by diminished travel from the EU to the US,” said Paul English, co-founder of travel website Kayak. “This is not only one more terrible blow to the US economy, it also represents reputation damage that could take generations to repair.”
Adam Sacks, president at Tourism Economics, added: “It’s very clear something is happening . . . and it is a reaction to Trump.” He pointed to data from US airports and land crossings from Canada as evidence of the shift.
Airlines and Hotels Feel the Impact
Transatlantic routes, long considered among the most profitable for airlines, are now feeling the squeeze. Virgin Atlantic warned of a “modest” slowdown in demand last week, while Air France-KLM’s CEO Ben Smith said the airline had slashed economy-class transatlantic fares due to a “slight softness” in the market.
Sébastien Bazin, chief executive of French hotel group Accor, blamed border detentions for generating a “bad buzz” around travel to the US. He told Bloomberg that European bookings for US destinations had dropped 25% this summer.
Personal Stories Reflect Growing Concern
Gloria Sync, an artist from England, canceled her trip to San Francisco scheduled for May after hearing reports of detained tourists. “The borders seem unsafe,” said Sync, who is transgender. “I don’t know if I’ll ever go back, to be honest,” she added, citing concerns about “unwanted attention” at the border.
Paul Harrington, a British retiree living in Paris, also scrapped his upcoming trip to Washington DC. “I am now contacting my US friends to visit me in Paris,” he said. “I will not visit the States until Trump is gone.” Harrington pointed to Trump’s tariffs and the dismantling of the US foreign aid agency USAID as reasons for his decision.
Canadians Also Staying Away
It’s not just Europeans. Visits from Canada have also declined, with travel analysts tying the trend to Trump’s divisive approach. “These are all unforced errors, and they have a significant effect on sentiment towards the US, and therefore travel,” Sacks said.
A Threat to US Economy
As travel demand sours, especially on once-thriving transatlantic routes, the ripple effects could hit US airlines, hotels, and local economies hard. The steep drop in European travel presents a serious warning to a sector already grappling with post-pandemic recovery—and the numbers suggest the damage may not be easily reversed.
