Germany And France Joins Netherlands, Finland, Switzerland, Denmark, And Austria In Contributing To The Slowdown Of US Tourism Growth In 2025, Reflecting Broader Economic And Political Shifts

Published on December 31, 2025

In 2025, Germany saw a decline of 11.6% in travel to the US, while France experienced a 6.9% reduction, joining other European countries like the Netherlands, Finland, Switzerland, Denmark, and Austria in contributing to the slowdown of US tourism. These declines are driven by economic challenges, rising travel costs, and political tensions, reflecting broader shifts in global travel behavior and diminishing interest in US-bound vacations from key European markets. These significant declines in visitation highlight the broader impact of economic uncertainties, political polarization, and rising travel expenses that have made the US less appealing to European travelers in 2025. As countries like Germany and France reduce their travel to the US, it’s clear that changing political climates, visa restrictions, and affordability concerns are reshaping international tourism patterns. While some regions in the US continue to see growth, the downturn in European travel underscores the challenges faced by the US tourism sector, which must adapt to these shifting dynamics in order to recover and attract international visitors once again.

US Tourism Faces a 2025 Slowdown as Key European Markets See Significant Declines

The year 2025 has presented a mixed picture for the US tourism sector, as international visitation continues to struggle amid a series of political, economic, and social factors. While some regions see growth, European countries in particular have experienced substantial declines in the number of travelers heading to United States. This trend is especially pronounced from Western Europe and parts of Asia, with several key European markets showing a marked reduction in arrivals. Germany, France, and other European countries, such as the Netherlands, Finland, and Austria, have all seen declines, contributing to the overall downturn in US tourism.

European Tourism Declines: A Snapshot of the Struggling Markets

In a year that was expected to show steady recovery for international tourism following the pandemic, European countries have faced significant challenges in maintaining pre-pandemic travel levels. The US has been one of the top destinations for European travelers, but this year, a combination of political instability, global economic pressures, and stricter entry policies has left many European countries with shrinking travel numbers.

Key Declining Markets

The data from the National Travel and Tourism Office (NTTO) reveals some striking figures. European markets, in particular, have been hit hardest, with many countries reporting notable declines in US-bound tourists.

1. Germany: A decline of 11.6% in travel from Germany has been a major contributing factor to the overall drop in US tourism. Germany, traditionally one of the largest markets for US tourism, has been severely impacted by global economic tensions, inflation, and political uncertainties.
2. France: France also saw a reduction in travel to the US by 6.9%. While the French have long been avid visitors to the US, factors such as rising travel costs, uncertainty due to political polarization, and trade disputes have likely contributed to the dip.
3. Netherlands: The Netherlands recorded a 7.6% drop in tourism to the US. This decline, though somewhat smaller than that of Germany and France, still signals a significant shift in travel behavior.
4. Switzerland: With a 9.4% decline, Switzerland’s tourism figures also paint a grim picture. Swiss travelers, who have historically made up a large portion of US-bound Europeans, are now opting for alternative destinations, possibly due to a combination of factors like inflation and changes in travel preferences.
5. Denmark: Denmark, with its unique market for US tourism, saw a sharp 21.1% decline. This has been one of the largest drops in European tourism, which is attributed to both economic factors and shifting political attitudes.
6. Finland: Finland saw a 7.7% decline in US-bound tourists, which is significant given the country’s consistent presence in the American tourism landscape.
7. Other Notable European Countries:
   • Ireland: 1% decline
   • Norway: 6.4% decline
   • Austria: 8.2% decline

The data indicates a collective 1.1% drop in visitors from the top 20 overseas countries, largely driven by Western Europe and parts of Asia. These declines are linked to a range of factors, including the global economic slowdown, increased tariffs, and political tensions, including the US’s domestic policies that have made travel less appealing to European nationals.

Impact of Canadian Visitation Decline

While European countries have seen these notable reductions, another troubling factor for US tourism has been the sharp decline in visitors from Canada. According to NTTO data, travel between Canada and the US decreased by 22.1% in 2025, exacerbating the overall decline in North American travel.

Canadian tourists have long represented one of the largest international visitor groups to the US. However, border states like Michigan, New York, and Washington were particularly hard-hit, with declines of up to 27%. Many Canadians have been put off by rising travel costs, political polarization, and tightened entry restrictions, further contributing to the sluggish tourism figures for the US.

European Tourism to the US in 2025: A Country-by-Country Analysis of the Decline

US Tourism Outlook: What’s Next for 2025?

Despite these declines, certain US states have managed to buck the trend, with some regions exceeding pre-pandemic international volumes. Florida and Nevada, for example, have experienced a boost in international tourism, largely due to strong domestic tourism and increased visitation from Mexico.

States that rely heavily on air arrivals, like California, have seen more modest performance, with air arrivals down 7.2% in October 2025. However, California’s tourism figures have been buoyed by land crossings, with over 6.2 million Mexican visitors in the prior year. This trend signals that land border crossings may be the key to certain states’ recovery, while other regions may need to adapt to shifting international travel trends.

Other states, like New York and Seattle, have been hit hardest by the drop in European visitors. New York has faced a 12% decline, while Seattle’s tourism numbers are down a dramatic 26.9%. These cities will likely need to rethink their approach to international marketing, focusing on attracting travelers from newer markets, like Mexico or emerging destinations in Asia, to offset the loss in European arrivals.

Political and Economic Pressures: The Underlying Causes

The data points to a broader theme: political and economic pressures are significantly affecting US tourism in 2025. In particular, political polarization, visa restrictions, and the affordability crisis are major deterrents for international travelers.

A 2025 survey from Skift Research found that nearly 46% of international travelers were less likely to visit the US due to President Donald Trump’s policies, with Canadians (62%) and Germans (59%) showing the strongest sentiment. These concerns are exacerbated by tariffs, travel expenses, and changes to entry requirements that have made US tourism less accessible and appealing.

Can US Tourism Recover?

While the 2025 slowdown has been significant, the outlook for US tourism in the years to come remains uncertain. As more travelers from countries like Mexico continue to visit, and with states like Florida and Nevada posting stronger numbers, it is clear that recovery is possible. However, it will require significant adaptation to global economic shifts, political changes, and new tourism strategies to win back travelers from countries that have seen notable declines.

In the short term, the US may need to focus on attracting visitors from new and emerging markets, such as Mexico, and invest in rebuilding trust with European and Asian travelers. International travel restrictions, political tensions, and economic pressures will continue to impact tourism, but a strategic shift could help the US regain some of its lost appeal and welcome more international visitors in the years ahead.

In 2025, Germany and France saw declines of 11.6% and 6.9% in travel to the US, respectively, alongside other European nations like the Netherlands, Finland, and Austria, driven by economic challenges, rising travel costs, and political tensions that have slowed US tourism growth.

As 2025 winds down, the data reveals that US tourism is facing a challenging period, particularly from Europe and Canada. While key markets like Germany, France, and the Netherlands have reported declines, there are still opportunities for recovery in certain regions of the US, especially those with high levels of domestic and Mexican visitors. The challenge for the US tourism industry will be adapting to these changes, embracing new markets, and addressing the political and economic factors that have contributed to the downturn. By doing so, it can hope to see a rebound in tourism in the coming years.