Declining Overseas Tourism: Now, U.S. Sees Sixth Consecutive Month of Drop in Visitor Numbers

Published on November 27, 2025

October saw international visitation in the U.S. undergo a fifth consecutive month in a yearly trend. U.S. international visitation fell by roughly 3.1% from 2023, and according to preliminary numbers from the National Travel and Tourism Office (NTTO), 3.1 million international visitors came to the U.S. in October 2024. This is the equivalent of 87% of total visitation from 2019, further indication of a weak, albeit, the economy is improving.

Inbound travel downturns have been a notable predictor in the U.S. visitation numbers. 2023 has seen a downturn to the travel economy from other notable countries such as China and other Western European countries. Despite these numbers, the U.S. economy continues to outperform expectations, and visitation numbers surpass those of all previous years. October data continues to support the overall picture of travel recovery and conflicting conditions in differing regions, with some firmly in a travel recovery, while others remain stagnant, with little recovery.

Continued Decline in Overseas Travel to the U.S.

From May 2022 to October 2022 there has been a consistant decline in foreign visitation to the United States with October being the lowest foreign visitation to the US since the post pandemic travel recovery. The travel recovery has undeniabley been slow and during October and for the rest of the year we can expect the travel recovery to continue to slow as foreign visitation continues to decline.

The US has recovered around 87% of international travel and visitation to the US compared to 2019. The reason international travel to the US has not fully recovered is due to the remaining adjustments and updates to the post pandemic travel world as well as shifts in the world travel landscape. Some of the shifts in world travel might be focused on the final factors.

Economy of the potential visitors is a significant economic factor. Overall, there is the global economic situation which impacts discretionary spending and travel budgets, making travel less affordable to potential international visitors. An increase in inflation and flight prices, combined with uncertainties of the foreign economy, has made international travel less affordable for potential visitors.

Additionally, European and Asian tourists are shifting their focus to other destinations with cheaper and more convenient travel options. Middle Eastern and Asian countries have developed their tourism offerings and infrastructure, making them more favorable travel destinations than the United States.

In spite of all the challenges, some countries and regions continue to see growth in visiting the United States. Travel from Mexico, Canada, and other areas of Latin America has been relatively healthy, although it constitutes a minor portion of the international tourism market.

Effects on America’s Travel Destinations

The effect of European tourists visiting the United States less is impacting all regions in the United States. Cities such as New York and Los Angeles and Orlando, and America’s National Parks, and other areas of high tourism value have all had visitor numbers fluctuate. The tourism industry has had to change and consider new marketing strategies to address the missing international market and the changes in international travel.

New York City, which recently began welcoming tourists again, had previously marketed itself as a destination for international tourists, particularly for the international travelers who visited the city for cultural activities, Broadway shows, and museum visits, and specialized in international tourism marketing.
Now, resort towns, and national parks and cultural activities have all had to begin marketing activities for a domestic clientele.

Strategies for the Recovery of US Tourism

Due to the continuing shortfall of international visitors, marketing and tourism are concentrating on a set of recovery strategies. In marketing, destination tourism in the United States is being promoted with positive marketing partnerships and promotions with multiple international airlines to stimulate travel to the United States. Post pandemic, tourists who have been reluctant to travel have been targeted with attempts to stimulate travel to the United States.

Finally, the United States government has made efforts to streamline visa and border control procedures for international travelers, removing some of the logistical barriers that have made the United States a difficult and time cost ineffective destination. By simplifying entry into the United States, the United States aims to attract international visitors.

Competitive Landscape of U.S. Tourism

With U.S. tourism growing, there is increasing competition from abroad aiming to take advantage of the global boost in travel too. Europe, specifically the countries in the Schengen Area, as well as the countries in the Middle East and parts of Asia, are enticing travelers as they implement infrastructure Improvement and travel rule relaxation.

Particularly, Spain, Italy, France, and Greece are affordable and enticing options for travelers from Europe and Asia on the U.S. tourism. These countries are business tourism focused, offering a variety of travel service and experience options.

Prospect of U.S. Tourism in 2026

The U.S. tourism industry is improving post COVID-19 global health crisis, and remains on the sluggish side. Its unique offering of destinations, from large metropolitan areas to the extensive variety of national parks, is likely to continue to serve as a draw for international travelers.

Experts say that the USA can achieve \balanced\ growth in international visitors arrivals if they establish the right promotional efforts, improved infrastructure, and have the right prices. While the recent and current trends in international arrivals have seen a decline which could cause some worry, the long-term outlook is quite optimistic. This is mainly because international travelers are reverting to the pre-pandemic values and the dynamics in global tourism are quite promising.