US Seeks to Revive International Tourism as Foreign Arrivals Continue to Fall

The United States is looking to revive international tourism as the number of foreign visitors continues to decline, with President Donald Trump meeting senior travel industry executives to discuss ways to make the country more attractive to overseas travellers.

Trump met executives from major airlines, hotel chains, casinos and cruise companies on Wednesday, including representatives from American Airlines, Marriott, MGM Resorts and Carnival. The meeting came as the US travel industry grapples with a sustained decline in international arrivals despite a temporary boost from this summer’s FIFA World Cup.

Travel spending in the US rose 6.2% year-on-year in June to $122.1 billion, its strongest monthly increase in a year. The World Cup, which was hosted by the US, Canada and Mexico, brought millions of visitors to host cities and delivered a major boost to local economies.

However, the increase in spending has not translated into a sustained rise in foreign visitors. Overseas arrivals fell 7% in July compared with the same month last year and were down 4.7% through the first seven months of 2026, according to US government data.

The decline follows a 5.5% fall in international arrivals to the US in 2025. Travel industry officials have attributed the weakness to lengthy visa interview wait times, higher airfares, stricter immigration policies, tariffs and travel restrictions affecting visitors from several countries.

US Targets 100 Million Foreign Visitors

The US Travel Association has set an ambitious target of attracting 100 million international visitors annually, up from around 68 million in 2025.

Geoff Freeman, president of the association, said the US should aim to become the world’s most visited destination. France currently holds that position, recording 102 million international tourists in 2025.

Industry representatives, however, have raised concerns about policies that could discourage foreign travellers from visiting the US.

One major issue is a visitor bond programme covering travellers from 50 countries. Freeman said arrivals from those countries had dropped by 80% following the introduction of the requirement, arguing that such measures could make it difficult for the US to reach its 100-million-visitor goal.

Canada, Visa Delays Add to Tourism Challenges

The decline has also been particularly visible among Canadian visitors. Tourism from Canada fell sharply amid political tensions, including disagreements over US tariffs and Trump’s comments about Canada.

Las Vegas, one of the country’s major tourism destinations, recorded a 7.5% decline in visitors in 2025, highlighting the impact of weaker international demand.

The administration has highlighted measures aimed at making travel through US airports easier. These include allowing passengers to keep their shoes on during some security screenings, introducing family screening lanes at selected airports and expanding biometric processing.

The White House is also seeking faster connections for international passengers transferring to domestic flights and more biometric fast lanes for returning US citizens.

The travel industry says these measures could help, but broader concerns around immigration policy, visa processing and the cost of travelling to the US remain significant hurdles.

With the World Cup providing a major but temporary tourism boost, the industry now faces the challenge of turning that surge into sustained international demand — and restoring the US’s position as one of the world’s leading destinations.