USA tourism in a descent: Where is solidarity to the roadshow?

USA tourism in a descent: Where is solidarity to the roadshow?

USA - In einem aufrüttelnden Appell an die Reisebranche unterstreicht abouttravel.ch die nicht zu unterschätzenden Herausforderungen, mit denen der US-Tourismus aktuell konfrontiert ist. On the occasion of the upcoming Visit USA Roadshow , which will take place on August 22, 2025, Heinz Zimmermann, Chairman of the Visit USA Committee, called for action. He turns to the industry with the clear message: The invitation to the roadshow should be understood as an incentive to train and further education in tourism and not as a call for help.

The situation is anything but rosy. The demand for travel to the USA has dropped significantly in the second half of 2025, which is also reflected in the registrations for the roadshow. These are 20 % below the previous year, which attributes the organizers to a loss of the goodwill compared to the Trump administration. Currently, only 160 to 170 participants are expected, which is behind the numbers of the previous year. In addition, the overlap with an event of the SRV in Geneva represents a challenge that pushes the registration numbers further.

The "Trump effect" and the numbers speak a clear language

The effects of political rhetoric are clearly noticeable. According to Travelperfect.de , the National Travel and Tourism Office recorded a decline in international visitor numbers by 11.6 % in March 2025 compared to the same month. The decline primarily affects visitors from Europe, with Germany a frightening decline of almost 30 % and Denmark and Iceland over 30 %. In the first quarter of 2025, only 7.1 million international visitors came to the United States - a decline of 260,000 compared to the previous year.

The policy of Trump administration has increasingly negative effects on the United States image. Stricter entry requirements and reports on the aggressive procedure of the immigration authorities lead to growing uncertainty among potential travelers, especially for the trans community. For the tourism industry, which contributes 2.5 % to the US GDP, this trend could have serious consequences and lead to a deficit of around $ 9 billion.

consequences for airlines and hotels

The effects can already be felt in the industry. According to n-tv.de , the airline United Airlines has decommissioned aircraft, while hotels with booking returns between 20 and 50 % have struggle. The decline in booking between Canada and the USA is also alarming - in April they collapsed 75 %.

The uncertainties about the demand for 2026 and the political framework make the industry look into the future with mixed feelings. In the industry you ask yourself a lot of questions and hope for stabilization and a return to normal. Against the background of these developments, one thing remains clear: the travel industry must remain creative and flexible to meet the challenges of the market.