US international visitor numbers decreased over the summer, despite the FIFA World Cup, according to Geoff Freeman, CEO of the US Travel Association. Data shows a decline of 2% in June, 7% in July, and 11% in August year-on-year. Freeman attributes this decline to high travel costs, tariffs, trade disputes, and misinformation about the US among foreign travelers. The number of visitors dropped by 11 million in 2025 and is projected to decrease by another 2 million this year, representing a 20% drop from pre-pandemic levels.
Freeman noted that some travelers are deterred by the cost of travel and difficulties for Asian visitors due to restrictions on flying over Russian airspace. He also highlighted concerns about visitors avoiding the US due to fears of detention based on inaccurate information.
Freeman met with President Trump recently and discussed strategies to improve tourism numbers, aiming to make the US the most-visited nation with 100 million tourists. He emphasized the need for clearer messaging from the government to reassure travelers that the US is open for business.
He outlined several steps to address the decline: enhancing the perception of US tourism, protecting funding for tourism promotion, and combating misinformation. In July 2025, Brand USA, the organization responsible for promoting international visits, saw its budget cut by 80%, from $100 million to $20 million. Freeman argued that reducing funding for tourism promotion is counterproductive, especially during a time of declining visitor numbers.
Freeman also mentioned concerns about proposed laws that could impose additional fees on visa-less tourists, which could further deter visitors. He called for separating tourism discussions from illegal immigration debates, advocating for a welcoming approach to legal visitors while maintaining border security. He cited the successful implementation of the “Visa Fastpass” system for World Cup ticket holders as an example of how to streamline visitor processes.