Washington, D.C. International travel to the United States is declining at an alarming rate, and the country’s tourism economy is suffering as a result. That was the message from U.S. Travel Association President and CEO Geoff Freeman during a live interview on CNBC’s Squawk Box on April 29.
Freeman revealed that the United States has experienced a dramatic $100 billion swing in its travel trade balance over the past decade from a $50 billion surplus to a $50 billion deficit. He warned that the downturn is continuing and called for a more welcoming national message to attract global visitors.
“Right now, the hole we’re digging is getting deeper,” Freeman said. “What are we doing to send a message that we want people to come to the United States? That’s what’s been missing.”
According to U.S. Travel Association data shown during the interview, inbound travel from key markets declined significantly in March:
• Land travel from Canada fell 26% year-over-year
• Canada-U.S. flights dropped 14%
• Western Europe travel decreased 17% marking the first decline from the region since 2021
• Arrivals from South America were down 10%
Freeman emphasized the economic importance of international visitors, particularly in major cities. In New York City, for example, foreign tourists account for just 20% of visitors but contribute over 50% of total tourism spending. Nationwide, international travelers spend approximately $200 billion annually, an amount Freeman noted exceeds all U.S. agricultural exports combined.
“When these travelers come, they do nothing more than come, spend their money, and go home and tell their friends and family to do the same,” he said.
Though the interview did not explore potential causes of the decline, analysts have pointed to a combination of factors in recent years, including increased border enforcement, controversial political rhetoric, and strained international relations. Previous incidents such as the detainment of European tourists at U.S. land borders and Canadian political calls to avoid U.S. tourism may have contributed to a negative perception abroad.
Freeman also noted signs of softness in domestic travel. TSA screenings were down 2% in recent weeks, and shrinking booking windows suggest a growing reluctance among travelers to commit to trips.
Despite the challenges, Freeman remains optimistic. He highlighted upcoming international events including the 2026 FIFA World Cup, America’s 250th anniversary celebrations, and the 2028 Summer Olympics in Los Angeles as opportunities to revive inbound travel and reposition the U.S. as a top destination.
“It’s not too late,” Freeman said. “People want to travel. They value experiences over goods more than ever before. The desire is there. The question is how we unlock the opportunity.”
The U.S. Travel Association is urging government leaders and industry stakeholders to develop a national strategy that combines border security with a strong, positive message to international audiences.