Decline in International Tourism to the United States
In 2025, the number of foreign visitors to the United States fell compared to 2024, even with the upcoming 2026 FIFA World Cup scheduled to be hosted in the country. According to the National Travel and Tourism Office (NTTO), the US welcomed just over 68 million international tourists in 2025—down by 4 million from more than 72 million in 2024. Tourist spending also took a hit, dropping by over $8 billion that year.
By the end of September 2026, excluding visitors from Mexico and Canada, foreign arrivals in the US had decreased by 5.7% compared to the same period in 2025. Visitors from Western Europe saw an even steeper decline of 8.7%. In September 2026 alone, out of 2,703,912 tourists, 352,084 came from the United Kingdom.
Impact of the 2026 World Cup on Tourism
The World Cup in June 2026 brought a temporary uplift, with international arrivals rising 2.7% from June 2025 to reach 5.4 million visitors. However, pre-pandemic figures show that the US used to attract more than 79 million tourists annually, highlighting the ongoing recovery challenges.
In April 2026, the World Travel & Tourism Council (WTTC) reaffirmed the US as the globe's largest travel and tourism market. Gloria Guevara, WTTC's President and CEO, emphasized the need for strategic investments:
“The United States continues to lead the global travel and tourism market with a strong foundation. To maintain this position, the US must boost its international appeal—both for events like the summer’s football tournament and beyond—rebranding itself as a welcoming destination while encouraging visitors to explore more and increase their spending.”
Other noteworthy tourism news includes:
- The closure of a Czech brewery with over 400 years of history;
- A tragic rockfall in Turkey resulting in three fatalities and five injuries.
The decline in foreign tourists despite major sporting events underscores the urgent need for the US to enhance its tourism marketing and infrastructure. Negative perceptions abroad may be dampening the country’s attractiveness, and targeted efforts to shift this image could be vital for reviving international visitor numbers. The trends seen in 2025 and 2026 could have significant long-term effects on the US economy and the travel sector overall.
As the global tourism landscape shifts, it's interesting to note the rising popularity of alternative destinations among travelers. For instance, Turkey and Egypt have emerged as preferred choices for Ukrainian tourists in the summer of 2026, reflecting changing travel patterns that could further impact international tourism to the US and other regions.