The Trump administration’s campaign to attract millions of international tourists is faltering, with overseas visitor numbers dropping 5.7% in the first nine months of 2026 compared to the previous year. The decline follows a 2.5% drop in 2025, marking the first annual decrease since the pandemic. Western Europe, the largest source of tourists, saw an 8.7% fall in visitors.
The World Travel & Tourism Council estimates the US lost $8.4 billion in international spending last year. President Trump, who once dismissed the issue, has since met with executives from Hilton, Marriott, and American Airlines to address the slump and pursue a goal of 100 million international visitors by 2030 — a target far exceeding the 2018 record of 79.7 million. Nick Adams, an Australian-born influencer appointed as tourism envoy, acknowledged a "dip" and blamed boycott calls for hurting small businesses.
He plans to train border staff to improve hospitality and counter negative perceptions. However, travelers report increased scrutiny, with electronic device searches rising 33% in the first half of 2026. While some blame media coverage, others cite Trump’s immigration enforcement and visa restrictions as key factors dampening demand.
Source: Financial Times Companies · Summarized by HeadlinesBriefing