Travel from the UK and Europe to the United States is falling sharply. Analysts say this is largely due to President Trump’s trade measures and tougher attitudes at US borders.
In March 2025, the number of UK visitors to the US dropped by 14.3% compared to the same time in 2024. Travelers from western Europe also declined by 17%. German tourists fell by 28.2%, while Spanish visitors dropped by 24.6%. Overall, global travel to the US decreased by 11.6%.
UK and Europe Rethink US Trips
Many travelers are now choosing to avoid the US. Reports of people being refused entry or deported have spread, leading to fear and uncertainty. Tourists worry they may be turned away after spending thousands on long-haul flights and hotel bookings.
Trade tensions are adding to the issue. President Trump’s plans to impose tariffs on European goods have made the US seem less welcoming. These policies have created concern and are damaging the image of the country among potential tourists.
A travel industry poll in the UK showed that two-thirds of agents reported fewer bookings for US trips. Only 12% said they saw no change. Hotel group Accor reported a 25% fall in European bookings for the summer season. Virgin Atlantic also noted weaker demand for flights across the Atlantic.
The fear of a trade war is creating more uncertainty. For many people, the political climate feels too risky to plan a holiday in the US.
Tougher Borders Worsen the Problem
Travelers are also troubled by reports of more aggressive border enforcement. Social media is full of stories about visitors being detained or sent back. These stories may not represent the majority, but they shape public opinion.
A long flight from Europe is tiring on its own. But the added risk of being denied entry is enough to put people off. Families and older tourists especially are turning to other destinations, such as Canada or Asia, which seem more welcoming.
One British traveler shared online how he was held for hours at JFK airport due to a minor visa issue. He was eventually deported. Such cases, even if rare, have a big impact on how travelers view the US.
Economic factors are also at play. The strong US dollar makes trips more expensive. But the main concern is no longer cost—it is the fear of being embarrassed or turned away at the border.
Luxury Travel Still Holding Strong
While many leisure travelers are staying away, premium travel appears to be less affected. United Airlines reported an 8% rise in premium bookings during spring 2025. This suggests that wealthier tourists are more willing to take the risk.
For the average traveler, however, things are different. The appeal of the US is shrinking when other countries offer a warmer welcome and fewer problems.
Tourism authorities in the US could respond with new campaigns promoting friendliness and ease of travel. Visa policy changes or flight deals might help too. But for now, the image of the US as a difficult destination is proving hard to shake.
If current trends continue, the US could lose even more ground. Travelers are choosing places that feel safe and hassle-free. And until the US border feels less like a gamble, many UK and European tourists will stay away.
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