U.S. Tourism Suffers Due to Personal Actions, Causing Frustration and Disappointment Among Some Americans
In the ever-evolving landscape of global tourism, the United States is currently grappling with a significant setback. The tourism industry, which was already reeling from the pandemic's effects, is now facing a prolonged recovery due to a decrease in Canadian visitors.
According to Tourism Economics, the industry's recovery to pre-pandemic levels is now projected to occur in 2029, a staggering three years later than the initial prediction. This delay is largely attributed to the absence of Canadians, who have been staying away in droves.
The impact of this boycott is palpable, especially in border cities like Seattle. Joe Koenen, who runs Seattle Free Walking Tours, has not seen a single Toronto Blue Jays baseball hat all summer, a stark contrast to previous years. Koenen has also had to put his own savings into the tour company to keep it afloat, marking the first time this has happened since 2021. John Brink, another Seattle tour operator, has seen a 50% drop in Canadian customers.
The decline in Canadian tourism is not just limited to Seattle. Mike Mondello, who owns "Made in Washington" stores, has noticed a "softening" of business this year. Similarly, Steve Hill, CEO of the Las Vegas Convention and Visitors Authority, has reported an 8% decrease in overall visitor volume from January to July 2025.
The reduction in federal matching funds for Brand USA, a public-private partnership that promotes the US as a premier travel destination, may also be contributing to the decline. Congress slashed funding from $100 million to $20 million in July. Both Tourism Economics and several cities' tourism bureaus are urging Congress to fully fund Brand USA to help boost tourism.
Canadians are indeed visiting the US in significantly fewer numbers, making up a smaller percentage of total international visitor arrivals. This trend is not unique to the US, as Canadians are increasingly visiting Mexico, the Caribbean, and Europe instead. They have also pulled back from other popular US destinations, such as Orlando and Las Vegas.
Beyond fears of being questioned at the border or general opposition to the Trump administration's policies, visitors from some countries are now facing an added upfront cost of $250 for a new "visa integrity fee." This additional cost could be deterring potential tourists.
The World Travel and Tourism Council projected in May that the United States will lose $12.5 billion in international visitor spending in 2025. Tourism Economics estimates that the estimated bump in World Cup visitors in 2026 will not be enough to overcome the damage done this year.
The US tourism industry is facing a challenging time, but efforts are being made to address these issues. Whether it's through increased funding for Brand USA or addressing the concerns that are deterring potential tourists, it's clear that action is needed to help the industry recover.
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