U.S. Tourism Decline: Trump’s Policies Discourage European Visitors

Major French hotel group Accor SA warns of a significant drop in interest from European tourists traveling to the United States, according to Bloomberg. Preliminary bookings for the summer season are down by 25%, largely due to stricter immigration policies and the growing negative image of the U.S. under Donald Trump's administration.

Accor CEO Sébastien Bazin stated that demand for transatlantic travel has noticeably slowed. The expected drop in tourism exceeds the 18–20% decrease already recorded in Q1 2025. Travelers are increasingly choosing alternative destinations such as Canada, South America, and Egypt, which are perceived as more stable, open, and welcoming.

Accor manages over 45 hotel brands, including Sofitel, Fairmont, and SLS. U.S. properties like The Plaza Hotel in New York—formerly owned by Donald Trump—are experiencing a decline in demand, particularly from European clientele who traditionally fill rooms during peak summer months.

Bazin said the U.S. is now viewed as a country with unpredictable entry rules, creating anxiety among travelers. While the new immigration policies primarily target illegal border crossings, the heightened enforcement atmosphere—rigorous checks, detentions, and harsh rhetoric—instills fear even in law-abiding tourists. Though actual border detentions remain rare, they’ve already generated “bad buzz” across social media, prompting cancellations and shifts in travel plans.

According to the National Travel and Tourism Office (NTTO), 66.5 million foreign tourists visited the U.S. in 2023—a 31% increase from 2022, but still 16% below pre-pandemic 2019 levels. In 2024, inbound visits rose to 72.4 million (+9.1%), reaching 91% of 2019 levels. India saw a particularly strong uptick, with nearly 1.9 million Indian visitors in the first ten months—up 48% from 2019.

But 2025 has brought a reversal. Accor recorded an 18–20% drop in Q1, and by March, European bookings for summer had declined 13%. Bloomberg and Axios report that arrivals at major U.S. airports fell by more than 20% year-over-year in March, largely due to rising political uncertainty and stricter border controls.

Transatlantic travel is among the most lucrative for airlines, but warning signs are emerging. While European carriers claimed steady demand last week, Virgin Atlantic in early April reported a noticeable drop in U.S.-to-UK bookings, prompting a selloff in airline stocks.

Shares of British Airways (IAG), United Airlines, American Airlines, and Delta Air Lines fell amid pessimistic forecasts. Jefferies downgraded Delta and American to “hold” and Southwest and Air Canada to “sell,” citing declining confidence in both consumer and corporate travel recovery. Analyst Sheila Kayaoglu described the industry as entering a phase of “structural uncertainty,” where political decisions can derail forecasts.

Air Canada confirmed a 10% drop in bookings between the U.S. and Canada from April to September. In addition to economic concerns, Trump’s inflammatory rhetoric toward Ottawa—suggesting Canada “should be part of the U.S.”—has sparked backlash, deterring Canadian travelers.

America’s image as a safe, predictable destination is under threat. Tourism isn’t just logistics and hospitality—it’s perception, experience, and expectations. When travelers fear border hassles or political aggression, they choose other countries, even if the U.S. offers comparable amenities.

Accor and other global operators are now considering redirecting marketing and investment toward more politically neutral destinations such as Canada, Egypt, and Latin America. These markets are gaining traction as havens of stability, transparency, and hospitality.

This downturn may not be a temporary dip but part of a longer shift away from a unipolar tourism model. As global dynamics evolve, new travel hubs may emerge in once-overlooked countries now positioned to become the future centers of international tourism.