April 17, 2026, 3:01 a.m. ET
- The United States is losing its market share of international travelers despite a global increase in tourism, according to data from the World Travel & Tourism Council.
- North America was the slowest-growing tourism market in 2025, while the Asia-Pacific region grew significantly, research found.
Despite more people taking international trips globally, the United States is losing ground as a top destination, according to new data.
Last year was one of the best years for the travel and tourism sector, with a 4.1% increase in gross domestic product growth, according to the World Travel & Tourism Council’s (WTTC) latest economic impact research, sponsored by Chase Travel.
There were 80 million more international travelers in 2025 than in 2024. But many of them are skipping the United States for other locales.
In 2025, North America was the slowest-growing market globally, with the United States rising by less than 1%, WTTC’s research found. Meanwhile, the Asia-Pacific region skyrocketed by 8.2% in 2025.
“The U.S. is losing market share, and China could replace it as the world’s largest tourism market within four years if it continues its own rapid growth,” Gloria Guevara, president and CEO of WTTC, told USA TODAY. “The U.S. can maintain its leading position if it increases investment and overseas promotion, rebuilds international demand and changes perceptions with a warmer welcome at border entry points.”
In early 2025, increased scrutiny at U.S. borders, along with reports of detainments and deportations, created a chilling effect that made international visitors rethink trips to the United States, according to foreign arrival numbers comparing March 2024 to 2025 from the Department of Commerce’s National Travel and Tourism Office (NTTO). Germany, the United Kingdom, Denmark, and Finland also warned their citizens about the potential risks of trying to enter the United States.
Recent data by the NTTO also showed a 20% decline in Canadian travelers, or 4.2 million fewer visitors, once a major market for the United States.
Previous USA TODAY reporting found several reasons why international travelers are skipping the United States. Among them are fears of border detainment and gun violence.
The drop in international visitors could spell trouble for the U.S. economy, as travel is one of the country’s largest export services.
Travel is a pillar of the economy
Travel plays a vital role in the U.S. economy. In 2025, visitor spending supported 15 million U.S. jobs and generated a record-setting $3 trillion in economic output, according to a new report from the U.S. Travel Association. The figure represents 2.4% of the national GDP.
Domestic travel made up the majority of that revenue, representing 87% of U.S. travel spending in 2025, the report found. Both domestic leisure and business remained strong.
Meanwhile, international visitors declined by 2.3%, opting for elsewhere instead.
“Americans are the heart of the travel economy, but overseas travelers – who spend up to eight times more per trip – are our most valuable growth opportunity,” U.S. Travel Association President and CEO Geoff Freeman said in a statement. “Yet we are the only major destination in the world losing visitors. That is a problem we need to solve.”
WTTC’s findings were similar. Domestic visitor spending last year was 14.3% higher than pre-pandemic levels, though international visitor spending dropped by 4.6%.
But there’s a chance for the United States to reestablish its appeal as a global destination, with the country co-hosting the 2026 FIFA World Cup, which is estimated to bring 1.24 million international visitors.
“The U.S. is in a strong position to reverse perceptions, invest more in overseas tourism promotion of the country, and roll out its advanced Global Entry system more widely,” Guevara explained.
