Ireland Joins France, Switzerland, Germany, Netherlands, Sweden, and Other European Countries in Hammering America’s Travel Sector Last Year and May Continue the Trend in 2026 as US Tourism Is Hit by a Modest Decline in January

Published on February 27, 2026

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In January 2026, the U.S. tourism sector faced a modest decline, with countries like Ireland, France, Switzerland, Germany, the Netherlands, Sweden, and other European nations contributing to the downturn. This decline comes as a direct result of ongoing challenges such as rising travel costs, stricter visa policies, and the perception of the U.S. as an increasingly unwelcoming destination. For many travelers from Europe, the complex entry requirements, combined with political tensions and economic factors, have led to a shift away from the U.S. in favor of more accessible and politically stable destinations. Ireland, in particular, saw a slight drop in U.S. visitors, reflecting the broader trend affecting the continent. As U.S. tourism faces these ongoing pressures, the effects are expected to carry over into 2026, potentially continuing the decline in tourist arrivals from key European markets. The impact on the U.S. economy, particularly the hospitality and service sectors, highlights the urgent need for the country to reassess its approach to international tourism.

US Tourism Decline in January 2026: Ongoing Challenges and Contributing Factors

In January 2026, According to cbp.gov U.S. tourism experienced a significant downturn, with arrivals dropping from 9.0 million in 2025 to 8.6 million, reflecting a 4.44% year-over-year decline. This downward trend highlights the continued struggles of the U.S. tourism industry in returning to pre-pandemic levels. Several factors remain at the core of this ongoing decline, including the lingering effects of restrictive policies, such as the high visa integrity fees and rising visa application costs, which have created substantial financial barriers for travelers, especially from key markets like China, India, and Brazil. Additionally, travel bans and complex entry requirements, particularly for countries in Africa, the Middle East, and Asia, have further discouraged international visitors.

The U.S.’s international image has also suffered, with strict border control measures and the perception of an unwelcoming environment pushing potential tourists to consider other destinations. Compounding these challenges are economic factors like inflation and global tensions, which continue to impact global travel patterns. If these issues persist, the U.S. risks a long-term decline in its competitiveness as a top global tourist destination, resulting in significant losses for the hospitality and service sectors.

Ireland: A Small Yet Significant Decline in U.S. Visitors

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Ireland experienced a slight decline in U.S. tourism in 2025, with the number of Irish visitors dropping by 0.3%. In 2025, 451,243 Irish tourists visited the U.S., down from 452,376 in 2024. While the decline is minimal compared to other European countries, it is part of the broader trend of reduced U.S. tourism from Europe. The concerns over U.S. border policies, including heightened security measures and stricter entry requirements, have made Irish travelers more cautious about visiting. Historically, the U.S. has been an easily accessible destination for Irish citizens due to close cultural ties and geographical proximity. However, with rising travel costs and the increasingly complex visa process, many Irish travelers are now considering alternative destinations. Despite this, Ireland’s proximity to the U.S. and enduring cultural connections ensure it remains a steady, albeit slightly reduced, source of tourism. However, given the broader trends affecting European tourism, it is likely that U.S. tourism from Ireland will continue to experience subdued growth in 2026. Increased travel costs and political uncertainties will likely keep Irish travelers cautious.

France: The Steady Decline in U.S. Visitor Numbers

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France, another vital source of tourism for the United States, also witnessed a decline in 2025, with French visitor numbers falling by 6.9%. Approximately 1.46 million French tourists visited the U.S. in 2025, down from 1.57 million in 2024. This decline reflects mounting concerns regarding U.S. border control measures and political tensions. The perception of the U.S. as an unwelcoming destination has been reinforced by increasing scrutiny at immigration checkpoints, as well as concerns about safety, particularly with the rise of anti-foreign rhetoric. As a result, many French travelers have been opting for alternative destinations with less stringent entry requirements and more favorable diplomatic relations, such as Canada, other European countries, and various Latin American destinations. The decline in French tourism to the U.S. is significant as France has long been one of the largest and most important markets for U.S. tourism in Western Europe. With the current political and safety concerns, it is expected that this trend will continue into 2026, as many French travelers increasingly view the U.S. as a less attractive option.

Switzerland: Struggling with Decreased Interest in U.S. Travel

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Switzerland saw a significant 10.5% drop in U.S. tourism in 2025, with only 332,163 visitors from Switzerland compared to 371,207 in the previous year. Swiss travelers, who have historically been high spenders and frequent visitors to the U.S., were deterred by rising travel costs, strict entry requirements, and the perception of the U.S. as an increasingly difficult destination. Swiss tourists, particularly those interested in luxury travel and business trips, have traditionally favored the U.S. for its high-end experiences and diverse offerings. However, visa fees, long wait times, and the perception of political instability in the U.S. have caused many Swiss travelers to reconsider their travel plans. Many have shifted their preferences toward other destinations, such as neighboring European countries or more politically stable regions. The decline in Swiss tourism to the U.S. is a reflection of broader European concerns over U.S. immigration policies and the overall travel climate. As these issues persist, it is likely that the U.S. will continue to lose market share to other destinations, with Switzerland being one of the key contributors to the overall downturn in 2025.

Germany: A Major Contributor to the Decline in U.S. Tourism

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Germany, traditionally one of the top European sources of U.S. visitors, experienced a significant decline in tourism in 2025. The number of German visitors to the U.S. dropped by 11.6%, falling from nearly 1.85 million in 2024 to around 1.6 million in 2025. This sharp decrease is attributed to a combination of factors, including rising travel costs, stricter visa regulations, and the perception of the U.S. as an increasingly unwelcoming destination. The introduction of tougher border control measures, including increased scrutiny and delays at immigration checkpoints, has made many German travelers hesitant to visit. Additionally, the political climate surrounding U.S. foreign policies and domestic immigration practices has contributed to a sense of insecurity among potential visitors. This is further compounded by concerns over potential detentions or interrogations despite having valid travel documents. With the situation unlikely to improve soon, it is expected that Germany’s contribution to U.S. tourism will continue to decline through 2026. This reduction in German visitors underscores the broader geopolitical and economic shifts influencing travel patterns to the U.S., with Germany remaining a significant but increasingly reluctant source of tourism to the U.S.

Netherlands: A Significant Drop in U.S. Travel Demand

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The Netherlands saw a notable decrease in U.S. tourism in 2025, with a 7.6% drop in visitor numbers. Only 529,928 Dutch visitors traveled to the U.S. in 2025, compared to 573,216 the year before. This decline is part of a broader European trend, driven by the perception of the U.S. as an increasingly unwelcoming destination. Stricter visa policies, higher travel costs, and concerns over U.S. border control measures have led many Dutch tourists to reconsider their travel plans. The Netherlands, once a reliable source of visitors to the U.S., has seen many travelers opt for destinations within Europe or neighboring countries, like Canada, where travel logistics are simpler, and the political climate is less uncertain. Tour operators in the Netherlands have reported declining bookings to the U.S., with many customers choosing alternative destinations where entry is less complicated and politically charged. As the Dutch market continues to face these challenges, it is unlikely that U.S. tourism from the Netherlands will recover to previous levels in the near future. The combination of geopolitical and economic factors will likely maintain this downward trend into 2026.

Sweden: A Noticeable Decrease in U.S. Tourism

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Sweden experienced a 6.6% drop in U.S. tourism in 2025, with 254,520 Swedish visitors arriving in the U.S. compared to 272,538 in 2024. Although this decline was less severe than some other European countries, it highlights the broader trend of reduced interest in U.S. travel across Europe. Swedish tourists, once frequent visitors to popular U.S. cities like New York and Los Angeles, are now choosing alternatives due to rising travel costs, stricter visa requirements, and the perception of the U.S. as a less welcoming destination. As political tensions and economic concerns mount, many Swedish travelers are opting for destinations in Europe and other parts of the world, where entry requirements are less cumbersome, and political climates are more stable. The decline in Swedish visitors adds to the broader reduction in U.S. tourism from Europe, driven by the same set of economic and political factors. Given the continued political uncertainty and high travel costs, it is unlikely that Swedish tourism to the U.S. will experience a significant recovery in 2026. The trend is expected to persist as more Swedish travelers seek alternatives to the U.S.

Tourism Between the US and Europe: A Vital but Evolving Exchange

Tourism between the United States and Europe has long been a vital component of the global travel industry, with millions of visitors crossing the Atlantic each year for leisure, business, and cultural exchange. The U.S. has historically been one of Europe’s most significant outbound markets, with travelers flocking to iconic cities like Paris, London, Rome, and Berlin. Similarly, Europe has consistently been a top destination for American tourists, drawn by its rich history, diverse cultures, and world-renowned landmarks. However, in recent years, political factors, rising travel costs, and stricter visa policies have started to impact this once-thriving tourism exchange. The increasing complexity of U.S. entry requirements and the perception of the country as less welcoming have caused some European tourists to reconsider their travel plans. Meanwhile, European destinations are facing challenges as well, with fluctuating exchange rates and political uncertainties influencing the decisions of American travelers. Despite these challenges, transatlantic tourism remains a crucial sector, with both sides of the Atlantic continuing to adapt and evolve to maintain strong ties in the travel industry.

In 2025, Ireland, France, Switzerland, Germany, the Netherlands, Sweden, and other European countries contributed to a modest decline in U.S. tourism. This trend, driven by rising costs, stricter visa policies, and political tensions, may continue in 2026.

Conclusion

Ireland, France, Switzerland, Germany, the Netherlands, Sweden, and other European countries have significantly impacted America’s tourism sector, contributing to the modest decline in U.S. tourism observed in January 2026. This decline can be attributed to a combination of factors, including rising travel costs, stringent visa policies, and a perceived unwelcoming environment, which have made the U.S. a less attractive destination for European travelers. As these challenges persist, the trend may continue into 2026, further affecting U.S. tourism from key European markets. To reverse this decline, the U.S. must address these barriers and work towards rebuilding its global tourism appeal.