United States Of America - Tourists have changed their preferences

 

In a recent update, TUI, Europe’s largest tour operator, reported a significant drop in the number of European travelers heading to the world’s third-largest tourist attraction in 2024: the United States. These developments have led to a noticeable shift towards three alternative destinations such as Canada, Africa and Asia, where travel remains more affordable and welcoming. 

The travel giant, which operates in several countries, noted that the drop in demand was mainly due to two key factors: tense diplomatic tensions between the Trump administration and Europe and increasingly strict entry requirements for travel to the US, according to Travel and Tour World. 

According to TUI, travelers who would have previously chosen the US for holidays, business trips or leisure trips have instead turned to other parts of the world, driven by growing frustration with US policies and the complexities of obtaining travel authorization. 

These changes come at a time when the U.S. tourism industry, especially in regions that rely heavily on European visitors, is facing challenges in fully recovering from the pandemic. The decline in U.S. tourism among European travelers is largely attributed to two main factors: political tensions and increasingly difficult entry processes.

1. Tensions between the US and Europe Ongoing trade disputes and political rhetoric under 

President Trump have strained relations between the US and the European Union. The imposition of tariffs, particularly on goods imported from the EU, and the US administration’s stance on global trade have damaged diplomatic ties. For travelers, these political tensions often translate into an overall negative perception of the US, discouraging visits for both business and leisure. 

2. Stricter entry requirements 

In addition to diplomatic issues, the Trump administration’s tightening of US entry policies has made it more difficult for European travelers to visit the country. While stricter border controls are intended to reduce illegal immigration, they have created additional obstacles for legitimate travelers. For many Europeans, the complexity of obtaining a visa, coupled with increasing controls at points of entry, has made the US less attractive as a travel destination.

According to US media reports, TUI CEO Sebastian Ebel noted that while these challenges have affected the company’s bookings to the US, travelers are readily choosing alternative destinations, including those in Canada, Africa and Asia, which offer easier access and fewer restrictions. 

The decline in US tourism has wider implications for both business and leisure travelers. For leisure travelers, the move away from the US is often driven by a desire for easy access and safety. With tighter border controls and growing concerns about the political climate, destinations such as Canada, Asia and Africa are seen as more welcoming and accessible, offering a less stressful travel experience. Increasing travel to Canada: More travelers are choosing to visit Canada for its natural beauty, ease of travel and the cultural connection that many Europeans feel to the country.

Growing interest in Africa: Countries like South Africa and Morocco are gaining popularity for those seeking adventure, culture and warm-weather destinations with fewer entry restrictions. Asia’s attraction: Popular destinations like Thailand, Japan and Singapore have also seen an increase in traffic as the US becomes less attractive. Tourism Economics, part of consultancy Oxford Economics, reported sharp declines in arrivals to the US from several European markets in the year to June 2025. 

Key markets like Germany, France, Switzerland and the Netherlands saw declines of between 4.9% and 9.1%. Notably, the top destinations for tourist arrivals in 2024 were, according to WP Travel: 1. France – 102 million, 2. Spain – 93.76 million, 3. US – 72.39 million.